New skills, new mindset: Leading marketing in an AI future
MARKET VIEW
Sponsored by:
Produced by:
Laurence Lipworth
Client Engagement Lead for Globant's Gut Division
about
Laurence Lipworth
Laurence Lipworth serves as Client Engagement Lead for Globant's Gut Division, where he oversees marketing services for many of the company's largest clients. With extensive experience leading strategy and customer experience initiatives, Laurence works closely with global brands to address their marketing challenges, particularly in emerging areas such as AI adoption and digital transformation. His expertise spans creative strategy, martech optimisation, and the integration of AI-powered workflows across marketing and sales functions.
How are you helping marketing teams retain creativity whilst leveraging AI, and where have you seen this approach succeed?
We ensure all our creative teams using AI tools have prompt frameworks that encourage further iteration. Whilst standardised prompts are widely available, they present a challenge: once something becomes standardised, differentiation diminishes. Each time you adopt a best practice, you reduce your opportunity to be distinctive, because you're feeding into the LLM something that has already been done before.
One of our key learnings has been helping teams understand where outputs are influenced by previous inputs, rather than driven by them. The question becomes: how can you shape the output, rather than letting existing patterns dictate it?
A compelling example is our work with a major financial services institution that is a key sponsor of the Spanish Tennis Open. Rather than requesting traditional sponsorship activations, our creative team reframed the brief entirely: what would the future of tennis look like? How can we engage fans in imagining innovations to the sport itself? This approach generated activation concepts around involving fans in designing future tennis experiences, creating a genuinely distinctive campaign rather than the standard competition for final tickets.
As AI handles more routine tasks, where does marketing add the most value?
AI is absorbing routine tasks and execution, so marketing's value must lie upstream. We frequently hear about creativity, but I believe the more accurate term is imagination, which means coming up with something truly original rather than iterating on existing patterns.
Then there's judgment. Whatever AI's capability to generate options quickly, it cannot own accountability or navigate trade-offs. Determining which problem to solve initially, and deciding where to compete, remains essential. Sometimes it extends beyond judgment to taste, which is the ability to recognise when something is technically sound but simply doesn't resonate.
This is without discussing customer truth. AI is improving at predicting certain behaviours, but humans are inherently irrational, and only humans truly understand the motives and context that drive those decisions. As AI optimises for logic, marketing should optimise for perception, trust, and salience.
What does a well-functioning martech stack look like, and how does it change outcomes?
Many organisations suffer from what I call the data junk drawer, that drawer at home filled with miscellaneous items where you're never quite certain where anything is. When you successfully integrate the website with the CRM and the ad platform, signals can be woven together to translate meaningful intent.
With certain large B2B clients, it's equally important to ensure those triggers are orchestrated to determine when to engage the marketing team, when to involve sales, and how to connect both. The clients who have addressed this successfully have created a feedback loop between the system, marketing, and sales operating in concert.
However, the more fundamental issue remains incentivisation. Many organisations lack alignment beyond marketing's focus on MQL volume. Marketing meets that minimum standard and generates as many as possible. That's a structural challenge that technology alone cannot resolve.
How are workflows changing as AI becomes more capable, and what's shifting in terms of roles?
We're observing the traditional org chart transform into a workflow chart. Clients are moving from linear production to iterative collaboration. Traditional content creation followed a sequential process: brief, write, edit, publish. Now it's brief, generate variants, test, learn, and update, with cycle times collapsing significantly.
Interestingly, what was previously a bottleneck in content creation has shifted to decision-making and review approvals, which are taking longer because teams aren't always confident in the AI-generated output. Content creation has accelerated, but overall timelines haven't shortened proportionally.
In terms of roles, marketers are increasingly becoming editors. The ability to refine and iterate on outputs is now a critical capability. It extends well beyond prompt engineering to knowing how to shape initial results into something genuinely effective.
What will separate marketing leaders who navigate this transformation well from those who struggle?
One client leader offered an analogy I find particularly apt: he treats AI tools like electricity. It can power everything, but it isn't the thing. AI will increasingly become a commodity, and the leaders will be those who maintain a clear point of view for their brands and use AI to amplify that through marketing communications.
I also commend marketers who provide their teams with freedom and flexibility to experiment. Creating an environment where people can learn and test without constraint is valuable, and that fast experimentation culture is something teams genuinely appreciate.
Ultimately, those who focus on value creation will succeed. Efficiency gains are now expected. Since efficiencies from AI are finite, because you can only reduce spend and time until there's nothing left to cut, focusing on revenue impact offers infinite potential by comparison. The leaders who distinguish themselves will be those who leverage AI for growth rather than merely efficiency.
about
Globant
Globant is a digitally native technology services company that partners with leading organisations worldwide to drive their digital and cognitive transformation. Combining design, engineering, and innovation expertise, the company delivers marketing services, strategy consulting, and customer experience solutions to some of the world's most recognised brands across multiple continents.
About 6sense
6sense is on a mission to revolutionise the way B2B organisations create revenue by predicting customers most likely to buy and recommending the best course of action to engage anonymous buying teams. 6sense Revenue AI is the only sales and marketing platform to unlock the ability to create, manage and convert high-quality pipeline to revenue. Customers report 2X increases in average contract value, 4X increases in win rate and 20-40% reduction in time to close deals. Know everything, do anything, with 6sense.