In this episode, Ryane Bohm and Nathan Thompson from Copy AI sit down with Emily Pick, Lead Product Marketing Manager at Clari, to explore the real-world impact of AI in product marketing. Emily shares her journey from AI experimentation to advocacy, highlighting how AI tools are reshaping product marketing management (PMM) roles and workflows.

Key Themes & Takeaways:

1. Adoption of AI in Product Marketing
   • Emily describes her transition from “ad hoc ChatGPTing” to intentionally scaling AI across her team.
   • Quote: “If you’re not using AI now, like you’re behind...there’s maybe a little bit of foresight, a bit of career future-proofing, kind of reading the tea leaves.”
   • She’s become an internal AI evangelist, helping others see practical use cases.
2. AI Use Cases for PMMs
   • Updating Marketing Assets: AI is leveraged to update core materials like one-pagers, highspot assets, and sales decks—saving weeks of manual work.
     • Quote: “It would update the copy for me…I still think AI is at like 75 to 80% as far as output…that 75 to 80% lift is huge.”
   • Competitor & Market Research: Tools like Glean and ChatGPT help mine internal data and public forums like Reddit to surface real customer conversations.
   • Custom Asset Generation: AI enables sales and field teams to generate tailored one-pagers with the click of a button, freeing PMMs for higher-value work.
3. Challenges & Considerations
   • Accuracy & Hallucinations: AI output isn’t perfect; manual review and careful prompting are essential to avoid “confidently wrong” results.
     • Quote: “Can you imagine co-signing your name to an AI report that’s just so wrong…then they’re like, ‘Did you even check this?’”
   • Prompting & Guardrails: Success depends on specific, thoughtful prompts and ongoing trial and error as models evolve.
   • Data Privacy: Emily stresses not to input proprietary data into public AI tools without an enterprise license.
     • Quote: “‘Free is never free’—you might not be paying money, but you might be paying with your data.”
4. Career Impact of AI for PMMs
   • AI helps PMMs “future-proof” their roles and scale themselves, especially as teams shrink and expectations rise.
   • Quote: “AI won’t replace you, but somebody who uses AI will.”
   • Offloading repetitive work opens opportunities for more strategic, analytical tasks.
5. Getting Started with AI as a PMM
   • Emily recommends beginning with AI features in existing tools, then experimenting with general tools like ChatGPT.
   • Always be mindful of what data is being shared, especially in free or non-enterprise environments.

In this episode of Future Proofed, Ryane Bohm and Nathan Thompson break down the stages of AI adoption in marketing, exploring how companies move from basic chat tools to full-scale AI integration, and what it really takes to operationalize AI for messaging, workflows, and strategy. They share hands-on advice, candid pitfalls, and a future vision for AI as the marketer’s ultimate assistant.

Key Themes & Takeaways:

1. AI Marketing Maturity: From Crawl to Run

• Companies typically move from using basic chat tools (“crawl”), to building workflows and agents (“walk”), to aiming for near-full automation (“run”).
• Most teams are still in the early “chat tool” stage, with few reaching advanced integration.
• “I thought it would be a little bit further along by now… I think we're still seeing people in figuring out how to do things with tools like chat.”

2. The Documentation Dilemma

• Implementing AI reveals how many workflows are undocumented or based on intuition.
• Codifying processes is essential before scaling with AI.
• “People have been doing their jobs a lot more intuitively than they've understood or admitted, and now they have to put all that on paper.”

3. Small vs. Large Companies: Speed and Scale

• Small companies can rapidly design new AI processes without red tape, gaining agility.
• Larger organizations benefit from resources and formal documentation but move slower.
• “You have so much more freedom in designing the pipes… If it doesn't work, do it different next time.”

4. Automation Needs a Human Touch

• Full automation is not the goal—humans must own strategy, final decisions, and quality control.
• AI should augment, not replace, human judgment.
• “I don't think there should ever be full automation on strategy… AI is not the one pushing publish. The poor content problem is a human problem.”

5. Messaging & Brand Consistency Risks

• AI can scale the right message—or misinformation—very quickly.
• Unified messaging and oversight are critical as teams scale AI-generated content.
• “Then you're scaling either misinformation or incorrect positioning 10 times faster.”

6. The Future: AI as Proactive Assistant

• Envision AI dashboards that proactively deliver insights, competitive research, and content ideas—before marketers even ask.
• “I have this dream… AI has synthesized everything the competition is doing and suggested next best content.”
• AI as an “invisible assistant with a photographic memory that makes me look awesome.”

In this episode of Future Proofed, Nathan Thompson and Ryane Bohm dive deep into how AI is shaping the future of content marketing. They explore the intersection of creativity, strategy, and ethics—offering actionable insights for marketers building an AI content marketing strategy.

Key Themes & Highlights:

1. AI as a Creative Assistant, Not a Replacement
   • AI is a powerful tool to enhance creativity, but human input is essential. “AI at this point is only as good as the person that's really powering it.” (Ryane)
   • The real risk? Outsourcing your thinking entirely to AI. Human guidance prevents content from becoming “super dull and everything is the same.” (Ryane)
2. The Human-in-the-Loop Process
   • Effective AI content starts with humans “training” the AI—feeding it brand voice, context, and examples.
   • Editing and refinement are non-negotiable: “Once you do the prep work, then you just give it a lot of information ... then it knows how I speak and can give me a little bit back.” (Ryane)
   • Brainstorming with AI sparks new ideas, but the best results come from back-and-forth collaboration: “It wouldn’t have existed without AI, but AI didn’t think it up either.” (Nathan)
3. Prompting & Brand Voice
   • Prompts matter. Vague requests yield generic results.
   • “The most clever way of prompting that I’ve heard is prompt yourself, essentially.” (Ryane)
   • Prepping AI with examples ensures outputs align with your brand’s personality and goals.
4. Future of Content Marketing: Personalization & Multimedia
   • Hyper-personalized content experiences are the future: “I want to log into a website and it’s just about me ... hyper-personalized to an extreme.” (Ryane)
   • Expect a shift toward audio and video, with AI enabling new creative formats: “People with original thinking [will] do some really cool stuff with video and audio.” (Nathan)
5. Ethical Considerations in AI Content Creation
   • Transparency is key: “Being straightforward with what you're doing and you're not trying to trick someone.” (Ryane)
   • Always check for accuracy and brand alignment before publishing.
   • Beware of IP theft and misuse of AI-generated video/audio content.
   • Ethics are a human responsibility: “The ethics question, again, is not an AI question. The ethics question is a human one.” (Nathan)

In this episode of Future-Proofed, host Nathan sits down with Ryan, Head of Product Marketing at Copy.ai, to explore the rapidly evolving landscape of AI product marketing strategy. Together, they unpack how perceptions of AI are shifting, how product marketers can get started and scale their impact, and what the future holds for the profession as AI tools become essential to messaging and personalization.

Key Themes & Insights:

1. AI’s Evolving Role in Product Marketing
   
   
   • The market’s perception of AI in marketing has undergone a “full 180”—from skepticism to eager adoption. As Ryan notes, “Last year leadership said, ‘Nope.’ This year they’re saying, ‘Go do.’ It’s a big change.”
   • Product marketers are moving beyond “make-the-deck-pretty” tasks, becoming architects of systems that operationalize messaging and brand voice at scale.
   • AI enables hyper-personalization: “We can have the conversation to a person, not a generic persona.”
2. Getting Started: Crawl, Walk, Run
   
   
   • Most teams begin with basic chat tools like ChatGPT for 1:1 tasks (“the crawl phase”), but the goal is to build repeatable, scalable systems.
   • “It feels like magic the first couple of times, but that crawl phase is super powerful.” True impact comes when marketers “shift from asset orientation to systems orientation.”
   • Context is everything: “Outputs are only as good as the inputs that you give it.” Rich, well-structured prompts and codified messaging libraries are essential.
3. Challenges & Opportunities
   
   
   • Brand voice consistency is a top concern: “One of our concerns is that now everyone has an individual license and they’re all prompting differently… that’s a product marketer’s worst nightmare.”
   • AI opens doors to align sales and marketing through shared tools and workflows. Custom content—like tailored battle cards—empowers teams across departments.
   • Properly implemented, AI can elevate the status of product marketing within organizations: “If anything, it’s a way to up your status within the company if you can do it right.”
4. The Future of AI Product Marketing Strategy
   
   
   • The profession is shifting from asset creation to systems design: “Stop being those slide people. Start building and implementing systems and brand voice.”
   • Human expertise remains vital: “It feels like a cheat code, but I’m very much needed as part of that process.”
   • Job security is strong: “There is a lot of work needed to build these systems in a way that will help scale product marketing—not eliminate it.”

Actionable Takeaways:

• Start small with AI tools, but focus on repeatability and context-informed prompts.
• Build and document systems—like messaging libraries and workflows—that scale your expertise across teams.
• Use transcription and AI collaboratively to generate richer prompts and better outputs.
• Embrace systems thinking to elevate product marketing from a cost center to a strategic driver.”

Season 2 of Future-Proofed kicks off with a fresh new voice—Ryane, the new co-host and Product Marketing Manager at Copy.ai. In this episode, Ryane shares her professional journey, unique onboarding story, and hands-on experiences leveraging AI productivity tools to drive impactful product launches.

Ryane steps in as co-host, bringing a background from Salesforce, Gong, Clary, and adjunct teaching at Loyola Chicago.

In this episode of Future Proof, host Nathan Thompson interviews Vanessa Silva, a content creator and strategist with over a decade of experience. Vanessa shares insights on how AI has transformed content creation workflows since she started in 2010.

Key Themes:

1. Evolution of content creation processes
2. AI as an assistant, not a replacement
3. Balancing efficiency and creativity
4. Streamlining content distribution
5. Maintaining quality with AI tools

Highlights:

• Vanessa describes the manual, time-consuming content creation process from 2010-2015, contrasting it with today's AI-assisted workflows.

• AI tools have dramatically reduced production time, allowing podcast episodes to be created and distributed in one day versus 2-3 days previously.

• Vanessa emphasizes using AI as an assistant for repetitive tasks while maintaining human creativity and strategic thinking.

• Content distribution and repurposing have been streamlined through AI, though some tasks like scheduling remain manual.

To maintain quality, Vanessa recommends:

• Thinking from the audience's perspective
• Using AI for idea generation when stuck
• Avoiding over-reliance on AI-generated content
• Ensuring brand guidelines and tone of voice are followed

Quote: "Don't lean too much on AI to do everything for you. It is an assistant. It is not replacing you." - Vanessa Silva

Vanessa balances freelance content creation work with running a web development agency - Uzumibi Agency -, specializing in HR, entertainment, and social media content.

In this episode of Future Proofed, Nathan Thompson explores how AI is transforming brand voice management, addressing long-standing challenges in maintaining consistency across multiple marketing channels.

Key Takeaways:

1. Traditional brand voice struggles with inconsistency due to multiple channels, subjective interpretations, and staff turnover.
2. AI offers a solution for codifying and maintaining consistent brand voice across all channels.
3. Implementing AI involves uploading brand guidelines and creating channel-specific workflows.
4. Benefits include improved consistency, reduced impact of staff changes, and more efficient content creation.
5. Defining clear brand voice guidelines and regularly updating documentation is crucial.

Thompson argues that true brand voice consistency has been nearly impossible to achieve without AI, especially for large teams and multiple channels. He states, "As far as I can tell, brand voice has... been more a fun idea than a reality until now with AI."

The podcast highlights how AI platforms like Copy.ai can be used to create workflows that maintain brand consistency: "We can take our value propositions, our product lists, all of the information about the problems that we solve... and store it so it's trained and ready to go."

Thompson emphasizes the efficiency gains, noting, "You don't have to worry about turnover as much anymore... you can quickly get a new writer to use the same workflow as the past writer."

In conclusion, Thompson encourages marketers to embrace AI for brand voice management: "This is absolutely the year to strike on this."

In this episode, we hear from Scott Coleman, an experienced inside sales rep at Copy.AI, about his approach to cold calling. Scott shares insights on:

Combining cold calls with other outreach methods:
"You cannot talk about cold calling without talking about also having emails in your sequences and connecting on LinkedIn... just trying to create any amount of recognition leading up to your calls."

Researching prospects before calling:
"You need to know a little bit about them. You need to know a little bit about their company and you need to formulate an approach for that phone call."

Moving quickly but not blindly:
"Move with speed, move with velocity, but don't move blindly."

Scott's cold call approach includes:
• Using a hook or opening line
• Acknowledging it's a sales call
• Asking how the prospect is doing
• Inviting them to hang up (as reverse psychology)

On maintaining energy and motivation, Scott advises:
"If you feel your mood slipping... the best thing to do is take a moment... refocus your energy and re-center yourself however you do that."

For new or discouraged sales reps, Scott recommends:
"You need to know yourself. You need to know how to get yourself in a good mood... Don't try to fight through the bad feeling by doing nothing or just keeping on keeping on."

Scott reminds us of cold calling realities:
"It is a tough game. Most people are not going to pick up the phone."

But with the right mindset and approach, cold calling can still be an effective sales strategy.