In this episode, Matt speaks with Thibault Imbert, Chief Product Officer and Growth Officer at The Brief, about the transformative impact of AI on marketing workflows.

They discuss 'vibe marketing' and how to turn disjointed AI-generated content into cohesive, repeatable marketing workflows.

Thibault shares insights from his tenure at Adobe and GitHub, highlighting the challenges and potentials of AI in marketing.

They explore the evolution and current capabilities of AI models in text, image, and video generation, and the emerging trend of 'vibe coding.'

The discussion also covers practical AI applications for marketers and the future of creative workflows.

Key Moments:

00:40 Defining Vibe Marketing
01:11 The Evolution of AI in Marketing
02:21 Challenges in AI-Driven Design
03:21 The Power of Vibe Marketing
06:09 Blurring Lines Between Roles
07:07 The GitHub Copilot Revolution
09:47 Building Cohesive AI Workflows
11:43 Demo: AI-Powered Marketing Tools
16:44 Ensuring Brand Consistency with AI
19:30 The Evolution of Mobile Development
21:15 The Rise of Generative AI in Marketing
23:44 The Future of AI in Product Development
27:41 AI's Impact on Marketing Workflows
30:42 The Changing Role of Marketers with AI
33:51 Personal Insights and Future of AI

Key Links:

Mentioned in this episode:

Free report from HatchWorks AI — State of AI 2026

What’s real in AI this year, what’s hype, and what leaders should prioritize — including production lessons, designing for agents, and governance. https://hatchworks.com/state-of-ai-2026/

From Vibes to Workflows: How AI Is Rewiring Modern Marketing

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