AI has made it easier than ever to produce content, launch campaigns, and optimize performance at scale. But has it actually made marketing better? 

In this episode of GTM Innovators, Kyle James sits down with Joey Lai, B2B Marketing Director at Mastercard, for a candid and deeply thoughtful conversation about what’s being lost as AI tools become embedded in everyday marketing work. 

Drawing on her experience across fast-growing startups and large enterprise organizations, Joey argues that while AI accelerates output, it often erodes the critical thinking, creativity, and human insight that separate average marketing from great marketing. Together, they explore why optimization has become easier, originality has become rarer, and why the next generation of marketers faces a very real risk of outsourcing their thinking along with their tasks.  

This conversation goes beyond AI hype to examine: 

Why more content does not mean better marketing 
How critical thinking and judgment are becoming true competitive advantages 
The unintended consequences of relying on AI too early in a marketer’s career 
Why human connection, curiosity, and hard thinking still matter more than speed 
How leaders can develop teams that use AI as a tool, not a crutch 

If you’re a GTM leader, marketer, or builder navigating the AI era, this episode challenges a simple assumption: just because marketing is easier to execute doesn’t mean it’s easier to do well.