
Loading summary
Workday/Capella University Advertiser
Guessing is for game shows, not your business. Workday is the enterprise AI platform for HR finance and it With AI grounded in your context to get work done and done right, it's a new workday.
LifeLock Advertiser
You're great at protecting your data, but lots of places could still expose you to identity theft.
Workday/Capella University Advertiser
I thought it was safe.
LifeLock Advertiser
If that happens, LifeLock gives you a US based restoration agent who will stick by your side from start to finish. Phone calls, filing documentation, preparing insurance claims. Your agent agent handles it all. In fact, we're so confident restoration is guaranteed. Pour your money back. Isn't it nice to have someone like that on your side? Save up to 30% your first year@lifelock.com podcast terms apply
Greg Hillstrom
hi, I'm Greg Hillstrom, host of the Agile Brand, and here's a question for you. When a brand says it used AI, that could mean anything from a tool speeding up a human's first draft to a system generating and shipping work on its own. And almost all of the real risk lives in the difference. So as AI moves deeper into creative work, which decisions are you still certain belong to a human? Real agility here isn't being quick with the latest tools, it's moving fast without losing the through line that makes a brand recognizable. The ability to know exactly where human judgment stays non negotiable. Today we're recording live at AI4 2026 in Las Vegas at the Venetian and we're going to talk about drawing a clear line between where AI sharpens creative work and where it introduces unacceptable brand risk. A practical look at how AI was used to improve the creative process, not just automate it. And the strategic shift as consumers move from traditional search engines to AI powered platforms for discovery and research.
Greg Kilstrom
Welcome to season eight of the Agile Brand Podcast. This season we're going all in on Expert Mode, MarTech, AI and Customer Experience, talking with the people and platforms behind the brands you know and love. Again, I'm your host Greg Kilstrom and I help Fortune 1000 companies make sense of martech, AI and marketing ops. Hit subscribe or follow to make sure you always get the latest episodes and leave us a rating so others can find us as well. And make sure you check out our sponsor TechSystems, an industry leader in full stack technology services, talent services and real world adoption. For more information go to techsystems.com now let's dive in.
Greg Hillstrom
Tommy, discuss this topic. I'd like to welcome Taran Crothers, CEO at BigSpace. Taran, welcome to the show.
Taran Crothers
Thank you so much for having me Excited to Be here.
Greg Hillstrom
Yeah, Looking forward to this. Before we dive in though, why don't you give a little background on yourself and your role at Big Spaceship?
Taran Crothers
Yeah, absolutely. So I am CEO of Big Spaceship. I've been in the chair for about nine months now, so pretty new. But I have been a fan for the agency, of the agency for, gosh, as long as truly my entire career. The agency has been around for about 25 years, so they've just always done incredible work and innovation. So excited to now be leading the very talented team.
Greg Hillstrom
Yeah, yeah, I know. I've. I've been following Vic Spaceship for quite a while as well as we were
Taran Crothers
talking about an epic resume, so.
Greg Hillstrom
Yeah, yeah, absolutely. And so, you know, we're going to talk a lot about AI being used in the enterprise, you know, some of your clients and things like that. But I also want to talk, you know, you're. You're relatively new to the role, nine months in as CEO. Just as enterprises are going through a lot of AI transformation, agencies are also.
Taran Crothers
Is there change happening right now?
Greg Hillstrom
Right, right, I know, yeah. You know, what drew you to Big Spaceship and kind of the agency world here?
Taran Crothers
Yeah, yeah. I've always been a builder at heart. Like, that's just for me, kind of what gets me up every day and gets me up in the morning. I have a little bit of a nonlinear career. So I started at 15 or so years in TV and entertainment and I helped build a social publisher. And then now I'm leading a creative agency. And so for most, I would think they would be like, well, what is the through line there? But I think for me it's been helping companies navigate change through those times. And it really all, not to get too personal, but it all kind of stems back to my parents. So they originally had, back in the day for their career, they had a photography studio and it was when film was switching to digital. And so I saw firsthand, my dad helped develop some of the first digital cameras and my mom was a digital illustrator. And I saw an entire industry really change overnight and how you could take a new tool and do infinitely better or more interesting creative work. And so obviously there's a huge parallel to what's happening now in creative agency world. And so that was one of the reasons why I was so excited about the role. And then you layer on top of that Big Spaceship and you know, we've been doing digital innovation since the very beginning. Right. Like the first flash websites and those sorts of things. So now to have the privilege of leading a team through this next phase of change to me was an opportunity I really couldn't miss.
Greg Hillstrom
Yeah, well, we'll have to talk later because I was actually a photography major. Oh, you were in the dark room, like right at that.
Taran Crothers
Dark room.
Greg Hillstrom
Yeah, right at that. Like, kind of changed. Well, like digital cameras became a thing as I was graduating today myself a little bit.
Taran Crothers
No, Yeah, I grew up with all of that and I think there was an entire generation of photographers who either stayed really true to kind of the craft and then others that accepted this new technology. And, you know, sadly, there was a pretty large divide between who was able to move on and have long standing careers. And so I'm just super passionate personally now, especially around agencies of helping kind of coach teams and certainly younger teams around the importance of learning these tools to be able to have a long standing career.
Greg Hillstrom
Yeah, yeah, it's a, it's a, it's a big change. Much, much like that. And so I want to start by talking a little bit about, you know, as we've heard Today already at AI4, we're here all the time. There's this mandate from many, whether it's boards, execs, to do AI, you know, so hopefully it's articulated a little better in most cases. In some cases, I swear it's not, but that is what it is. But, you know, let's talk a little bit about, you know, how do you balance that mandate that comes from the top or wherever to do something with AI to be more efficient, in many cases with protecting the brand, because at the end of the day, you know, that that's a valuable thing that I think often gets overlooked in some of these efficiency conversations.
Taran Crothers
Yeah. Whenever I think about AI and adding AI into anything, whether it's the creative process or the process process of how we make stuff, I always work with the team and with our partners and clients to figure out what is the intent behind the reason that we're using AI in the first place. Right. I think it's any good strategist or problem solver, you're trying to understand why we're doing it before we come up with a solution. And I think AI is no different. So if you're talking to a partner and they want to say they want to implement AI, the question back is to what end? Right. Is it to make better creative? Is it to make something cheaper? Is it to reduce production costs? Is it to reduce staffing costs? Is it to do some, some customization that you couldn't do before using this technology? And depending on that response of course, the outcome of how you recommend and implement that is infinitely different. So I think it's asking that kind of next layer of questions. I like to think last year, certainly 2024, and I think most of 2025, AI and innovation was really focused on efficiency, like, how do we do this faster, how do we do it cheaper? And now the conversations we're having, the partners is how do we use it, but to do things better. And so that, I think, has been a really positive and fun shift. I also think anytime you're managing through change, when things are changing as fast as they are currently in the industry right now, I like to think this is the worst it's going to be. And I talk to the team, right. It's like figuring out how to navigate through what was left even just a month or two ago. The tools are better, the tech is better, the generative AI is better, you know, and, and this is the worst it's going to be. We're going to figure it out from there. So I, I don't know what that says about me, but for me it is, it is. Call me, I think, because, you know, it's just going to, going to get better from here.
Greg Hillstrom
Yeah, I know what you mean. I mean, I go back to the early days of the Internet and everything, social media, anything. It was always like, why can't it just do that next thing? I think I, I agree. I think we're, we're there, we're just. Yeah, we'll, we'll be able to see over the hill in a, in a year or two, probably.
Taran Crothers
I think that the difference is it's compounding. Right. Because think of actually certainly the Internet or social media, those are massive changes that impacted how we go to market and business. But with AI, it's a layer deeper in everything that we're doing, not only for us as an agency, but for all of the brands and partners that we're working with and the workflows. So it impacts so much that it's just change on top of change, which I think is obviously scary for some people.
Greg Hillstrom
Yeah, yeah. So to talk about going beyond efficiency and to do some of the new things and maybe more fun things even. Yeah, yeah. Can you talk a little bit about, you know, how do you use AI in the creative process? Maybe you know, even to visualize creative ideas, things like that.
Taran Crothers
Yeah. So there are, I mean, there are literally hundreds of ways that we're using AI. I'll pick out a few. Some that are maybe more traditional and then others that are nuanced. So one storyboarding, which sounds really simple, Right. But anytime we're going to do a larger production, we would traditionally storyboard it. That entire process, you would have a storyboarding artist, and it would take quite a bit of time and back and forth. And at the end of the day, certainly for CMOs, who then have to take those storyboards up to their board to get, you know, projects approved, it's. It's kind of hard sometimes to visualize what that looks like. And now with Generative, you can storyboard, but in such a lifelike way that I think it really helps to determine is this an investment that I want to make for creative testing? Same thing where beforehand you were asking audiences to take a leap of faith in creative testing, now they can see something that looks pretty darn close to what it ultimately will look like. And so I think the quality of the creative testing is so much stronger because you're able to use Generative on the insights side of things. You know, our STRAT teams are able to comb through and analyze so much more data and find more human truth, have access to, you know, better data than they were before because a lot of these tools. So I think we're getting to more interesting and differentiated territories faster creatively than we were. So those are just a. A few. But there's a.
Greg Hillstrom
There's a lot there that's augmentation. Not. I mean, it. It is efficient because to get a realistic sketch of a storyboard, you know, 30 storyboards would take a very long time for a human to do. So in a sense, it's efficiency, but it's also just. It's getting better results more quickly. Right.
Taran Crothers
So, yeah, absolutely. And. And it allows us, I think, to get to places that we wouldn't have historically because you had time constraints. Right. So if you don't have the creative team who's spending the time doing the storyboarding, well, then they can think of, how can I make this output better? How can I do extras that I normally wouldn't have been able to accommodate in the scope? How am I connecting dots differently? So that's really my kind of mandate to the team is not necessarily how do we spend less time, but how do we spend our time in ways that are more impactful to the end result, to the audience, to our clients
Greg Hillstrom
and the output, and even get to things that seemed like a good idea in your head, but when you see it in reality, it's, you know, we're not. We're not perfect. Right.
Taran Crothers
So there are Lots of ideas that I feel like are left on the cutting room floor that maybe wouldn't have been before because you visualize it and you realize, oh, that actually it's okay, that didn't work. And it's such a better, cheaper way to really look at an opportunity and make a decision.
Greg Hillstrom
Well, it's more factor for any client, I would imagine. Like after you invest so much in an idea, I mean, you can back out of it, but that's a very expensive investment that you're backing out of. And you know, it's happened before, I'm sure, but yeah, this gets you to, okay, we actually know what it's like or what it's going to be like now let's take that last leap. Right.
Taran Crothers
And that's just up to the production process. Right. So everything we've been talking about now is part of creative development and pre testing. But then I look at all of the opportunities where we're using AI in production, post production, editing, asset versioning, and that's also where, where you used to have to have a finite number of assets that came out of a production. Now it's almost limitless. We're really thinking in creative models and campaign models as opposed to in number of assets. And it's, it's definitely a different way of approaching campaign work, but it's been really, really interesting to see. I'll give you one example with a partner. We were on set doing a pretty complicated shoot outdoors and it rained, which is typical because it happened. And so normally in the old world, you would have to postpone the shoot, have an extra day, significant costs, production costs and standing up, you know, extra team fee, all of the things. So we ended up filming and then removing the water after, which is wild to think about right now. But you could, you could change the sky, you could change the fact that the pool didn't have droplets in the water, you could change the lighting and augment it all with generative imagery in a way that never would have. It would have been very, very cost prohibitive before.
Greg Hillstrom
Yeah, yeah. I mean, maybe a still in Photoshop or something, but not that.
Taran Crothers
Yeah, but not. Yeah. When you're obviously, when you're talking about video as opposed to still, it's exponentially more complicated.
Greg Kilstrom
If your team wants a website that looks and feels handcrafted but is still fast to ship, Framer is built for that. You design on a visual canvas with responsive layouts, hosting and a CMS built in. So the work is production ready from day one. Agents work alongside you to draft pages and polish sections. Then you review and publish what goes live. Framer is the pro AI website builder for creators, teams and businesses that want a professional site and care enough to get every detail right. Framer is an enterprise level solution powered by agents that provides premium hosting, enterprise grade security and 99.99% uptime SLAs that give the world's leading brands like Perplexity and Miro the confidence they need to build their websites in Framer. Learn how you can get more out of your site from a Framer specialist or get started building for free today@framer.com Agile for 30% off a Framer Pro annual plan. That's framer.com Agile for 30 percent off framer.com Agile rules and restrictions may apply.
Workday/Capella University Advertiser
Our trip up the coast was perfection. With my Sapphire Preferred card, we earned three times the points on gas, online, grocery and dining.
LifeLock Advertiser
It was amazing.
Workday/Capella University Advertiser
Chase Sapphire preferred the card that's preferred for a reason. Cards issued by JP Morgan, Chase bank and a member FDIC subject to credit approval terms apply.
Greg Hillstrom
Want to talk a little bit about measurement as well and so, and accountability. So you know, once a piece of work has been shaped by both humans and AI, kind of what we were talking about here, accountability, you know, can, can sometimes blur, you know, in, in the, in your work with clients. How do you decide, you know, is it, is this our idea? Is this AI, you know, where, where does the ownership kind of come into that?
Taran Crothers
Yeah, so we're always very, very careful with where number one, we're ideating the information we put into a system, making sure that it's a closed system and then from a generative standpoint as well, only using tools for our partners, where it's not learning off of other models. Right. And so ultimately as an agency, you're responsible for the input and the output and you know, I'm damnification because of that. So it's something that we take incredibly seriously for partners. And as a result, you know, we are confident that number one, the ideas that we're inputting are ideas from our creative team. The research, the thinking, of course, all of that could be supplemented with, you know, AI tools. But the actual writing and the output is from our creative team and then the same from a generation standpoint as well. Right. So whatever those prompts are, we have pretty complicated systems now that are tracking all of the prompts, making sure that we own those and again that it's in this kind of offline, closed loop system.
Greg Hillstrom
Yeah. And I think that's an area where things have come a long way in a couple years. I know at the very beginning, you know, ChatGPT just comes out and stuff like that. There's so much talk about IP and all that. I mean, it's not to your point. It's not that it's not a concern and that agencies and brands shouldn't be paying attention to it, but it seems like there's a lot more protections in place and a lot more platforms that are kind of managing that part of it. Right.
Taran Crothers
Yeah. And look, I think every agency has a different approach for us. Specifically, we write AI addendums with our partners to make sure that before we go into a partnership, we're all on the same page, where the comfort levels are, where we can push, where we can. And I highly recommend that every agency and client relationships starts there talking about where their comfort is, what they're interested in, what tools they can use. We have everything documented and that way at, at the end of the day, everyone is really clear with what we can and can't use to get the best output.
Greg Hillstrom
Yeah, yeah. Does it change anything as far as are there obviously a marketing campaign is going to get measured on marketing results, you know, at the end of the day, What. Whatever those KPIs are. But are there other measurements as far as maybe even going back to the efficiency, like, you know, how else are you measuring how AI is positively impacting the work?
Taran Crothers
Yeah. So from an internal standpoint, I think about quality of our team's time. Right. And so we have. It's a moniker that I say to the team all the time. But how do we identify the tasks that suck, the things that don't give them energy, that don't make them want to show up every day? And how do we automate those with tools and systems so they can spend the time on things that are going to ultimately fill their bucket, do better work, improve, you know, their resume, their skillset, teach them new tools, all of those things. So there are ways that where you know, as an agency we do time tracking, so it's very easy for me to pull reports and see what percentage of time in different roles and disciplines people are spending on these different things. That information is incredibly valuable. And what used to take an entire department of people to sift through that and make recommendations, now we can use tools like Claude to help us look at those reports and make assessments on. There could be opportunities in this type of a workflow versus that. And so that has been, it's been an internally a really Interesting and helpful turning tool that I think someone a few years ago wouldn't necessarily have access to without investing a lot. And now that the tool has democratized, if you're open to it, there's so much data and so much rewarding and insights that you can get from it. So I'd say that's one on the internal side. Measurement. Yeah. And it's not just providing tools to the team because there are so many tools, but making sure that there are training programs, how they can be using them, and ultimately, you know, enriching their skills. So that's one side, then on the other side on the, on the client partnership side, which I think is equally as important. I think there is a lot of conversation right now around payment model for agency services. Right. It always historically was time and materials based. Well, now what is the value of your time? Right. And there's this amazing quote that I learned a few months ago and now have been saying to everyone or someone asked a creative director, how long did it take you to make that? And they said, well, 30 seconds and 30 years.
Greg Hillstrom
Yeah, right.
Taran Crothers
Yeah, 30 seconds because I prompted, but 30 years because of all of the nuance that I learned about photography and, you know, everything else that went into being able to be a good prompt writer. And so I think that is really where the challenges for agencies, brands, procurement teams to navigate. How are we valuing the legacy of the kind of human capital that's inputting into those prompts? So I'm seeing now a lot more scopes that are negotiated with a combination of upside or deliverables based instead of only time and materials based. So I think it will be always is the work effective? That's baseline. Right. Of course the work has to be effective, but also how are we, you know, doing more, better work in different ways?
Greg Hillstrom
Yeah, I mean, I would imagine the tokenomics conversation also comes up as well, you know.
Taran Crothers
Absolutely.
Greg Hillstrom
Because, you know, I, I see enough of these agency conversations where, to your point, you know, yes, it takes less time to create a specific deliverable. But infrastructure and all of you know, not to mention again, the token thing. Yeah, token costs will go down, but there's still.
Taran Crothers
Yeah. You know what's interesting? So it does potentially take less time depending on the workflow. However, because you can now make infinite changes, I'm finding that things are not necessarily moving faster because partners have the ability to tweak an outfit or a visual to remove rain. So the limit to what you could change in post production previously was pretty finite. Now there's an unlimited amount of changes that you can make. And each one of those changes impacts the entire workflow and it's kind of cyclical and you have to start over again. So it really, it has become, I think, a really great learning both on both sides, client side as well as agency side, on how to navigate through this new normal.
Greg Hillstrom
Well, and I think maybe that means, I feel like we're turning the. We're maybe at stage two of this whole evolution. You know, stage one was, wow, I can do things much quicker and is it better? You know, it's written by AI so it sounds weird or whatever. You know, we have to take time to like edit and make it, whatever. Now we're to your point, making it, making better stuff. Right. And yes, part of it is accelerated, but overall it's better sometimes. Maybe there's more variation and stuff too,
Taran Crothers
but personalization at scale.
Greg Hillstrom
Yeah, yeah.
Taran Crothers
You know, assets that can speak to you, that can be customized. Yeah, I think there's a lot there. That's exciting.
Greg Hillstrom
Yeah, love it. Well, Taran, thanks so much for joining. Got two last questions for you before we wrap up here. First, you know, we're here at AI4. What's been a highlight so far?
Taran Crothers
Well, first of all, the scale of what is happening here. This is my first AI4, so I didn't expect how massive it was and how many different topics I would learn from all of the different sessions that I've gone to. I've taken so much away from it and even I was just walking around some of the booths and seeing everything. So it's been really fun, I think, just to see the breadth of how the technology is changing every facet of our industry. So that's just exciting that quite often we're in the day to day and it's. It's nice to pick your head up and, and see all that's going on. So that's been, that's been really fun.
Greg Hillstrom
Y. Love it. And last question for you. What do you do to stay agile in your role and how do you find a way to do it consistently?
Taran Crothers
Staying agile? I'm an entrepreneur at heart, so to me, testing and learning in small wins or small losses, by the way, that's, that's kind of my love language. I think you get to a such a better place by doing that. And the blocking time, it's such a simple hack, but I have an hour block every day where I try to try, I try to use that time specifically to do something new, whether it's try a new tool think about a different process, build an agent, whatever it is. So for me, that's a hack. I'm not always. I don't always follow my rule, but for the most part I really try to dedicate that time.
Greg Hillstrom
Love it. Well, again, I'd like to thank Taran Crothers, CEO at Bix Spaceship for joining the show. You can learn more about Taran and binkspaceship by following the links in the show notes and thanks again to AI4 for a great show this year and giving us space to record.
Greg Kilstrom
This episode is brought to you by Tech Systems. They're leaders in full stack tech services, talent solutions and helping companies put it all in action. You can learn more@techsystems.com that's teksystems.com and thanks again for listening to the Agile Brand podcast. If you like the episode hit subscribe and drop a rating so others can find the show too. And if you're interested in consulting, advisory work, or if you need a speaker for your next event, feel free to reach out. Just visit GregKilstrom.com that's G R E G K I H L S t r o m.com the Agile brand is produced by Missing Link, a Latina owned, strategy driven, creatively fueled production co op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. Until next time, stay curious and stay agile.
Workday/Capella University Advertiser
The Agile brand. Guessing is for game shows, not your business. Workday is the enterprise AI platform for HR finance and IT with AI grounded in your context to get work done and done right. It's a new workday. There's a fire inside you you can't ignore. Stand still. Not a chance. You're a lifelong learner who's come this far. Now we are here to help you keep going further. Capella University what can't you do? Visit capella.edu to learn more.
Podcast Summary: The Agile Brand with Greg Kihlström® — “From Ai4: Big Spaceship's CEO Taryn Crouthers on Prioritizing Human Judgment while Moving Fast”
Guest: Taryn Crouthers, CEO, Big Spaceship
Host: Greg Kihlström
Date: August 10, 2026
Location: Recorded live at AI4 2026, Las Vegas
This episode spotlights the evolving relationship between AI efficiency and human judgment within creative agencies. Greg Kihlström welcomes Taryn Crouthers, the new CEO of Big Spaceship, for a candid discussion on navigating rapid technological change, specifically how agencies can embrace AI to enhance — but not replace — the creative process. Taryn shares her philosophy on fostering adaptability, ensuring brand safety, and developing AI-enabled workflows that future-proof both teams and client deliverables.
“I saw an entire industry really change overnight and how you could take a new tool and do infinitely better or more interesting creative work. … Huge parallel to what’s happening now in creative agency world.” — Taryn, (04:00-04:40)
“Is it to make better creative? Is it to make something cheaper?... And depending on that response... how you recommend and implement that is infinitely different.” — Taryn, (06:39-07:30)
“With Generative, you can storyboard, but in such a lifelike way ... the quality of creative testing is so much stronger.” — Taryn, (09:54)
“We ended up filming and then removing the water after [it rained]… you could change the sky… you could change the lighting and augment it all with generative imagery in a way that never would have... been very, very cost prohibitive before.” — Taryn, (13:25-14:00)
“As an agency, you’re responsible for the input and the output... we are confident that… the ideas… are ideas from our creative team.” — Taryn, (16:10)
“30 seconds because I prompted, but 30 years because of all of the nuance that I learned… to be a good prompt writer.” — Taryn, (20:42)
On Navigating Rapid AI Change:
“This is the worst it’s going to be. … The tools are better, the tech is better… we’re going to figure it out from there.” — Taryn, (07:55)
On Human Judgment vs. Automation:
“Real agility here isn’t being quick with the latest tools, it’s moving fast without losing the through line that makes a brand recognizable.” — Greg, (00:48)
On AI and Expertise:
“30 seconds and 30 years.” — Taryn, (20:42)
(On how long it took to make a creative asset: “30 seconds to prompt, 30 years of experience.”)
Taryn Crouthers advocates a balanced, intentional approach to AI in creative agency work: probe for intent, protect human insight, and continuously adapt. Agencies should recalibrate for a future where AI amplifies what is most valuable, but only when human judgment draws the boundaries and leverages the tools toward meaningful, differentiated outcomes.
For More:
Learn about Taryn Crouthers and Big Spaceship in the show notes. For strategy consulting and speaking, visit Greg Kihlström’s website.
[End of Summary]