Greg Isenberg argues that marketing engineers — hybrid marketers who can also build and wire AI agents — are the most valuable new role in business. He traces the evolution from Mad Men-era gut-feel campaigns through digital marketing, growth hacking, and AI-assisted copywriting to this new paradigm where one person can run dozens of experiments per day by connecting AI agents to real customer data. The core thesis: the cost of marketing experiments has collapsed, and whoever runs the most good experiments learns fastest and wins.

The article provides a detailed eight-step playbook for building a marketing engineer's system. It starts with setting up an agent workspace (Claude Code, Cursor, Codex) and writing a "brain" — a structured folder of context files covering customer profiles, brand voice, founder opinions, and past failures. From there, it walks through connecting data sources (CRM, support tickets, call recordings), building a customer language agent that extracts exact phrases from sales calls, and then layering on five more agents: buying trigger detection, search/content, creative ad generation, closed-lost deal recovery, and performance analysis.

Isenberg emphasizes that creative is the new targeting on platforms like Meta, where the Andromeda algorithm reads ad content to determine audience matching, making diverse creative concepts more important than interest targeting. He advocates using AI-generated UGC actors to test scripts cheaply, then paying real creators for winners. The piece also covers organic social as a free testing lab, building decision tools (calculators, migration checkers) as marketing assets, and running a weekly review loop where the marketer's job shifts from production to editing and judgment. The recommended stack spans tools like Clay, HubSpot, Nano Banana, Veo, Arcads, and PostHog, with the prediction that by 2028, one or two marketing engineers with dozens of agents will outship departments ten times their size.

Shann Holmberg shares a framework from Anthropic's growth marketer that outlines 4 levels of AI marketing use. The post notes that most people remain at Level 1, where they simply automate existing tasks like reporting, copy generation, and data pulls. Level 2 involves using AI as a thinking partner in areas where it outperforms the user. Level 3 and beyond (implied but truncated in the post) appear to involve progressively more advanced and strategic applications of AI in marketing workflows.

The framework serves as a useful self-assessment tool for marketers looking to deepen their AI adoption beyond basic automation. It suggests that the real competitive advantage lies not in task replacement but in leveraging AI for higher-order thinking and strategy.

A webinar hosted by AI at Wharton brought together researchers from Boston University, the Technical University of Munich, and Purdue University to explore how generative AI is reshaping artistic and creative production. Yannick Exner's research found that AI-generated visual marketing content can match or even outperform human-made images in perception, social media engagement, and click-through rates. Ankit Sisodia presented methods for using deep machine learning to identify appealing product design attributes and generate new products that resonate with consumers. Dokyun Lee's study of over 4 million artworks showed that text-to-image AI enhanced creative productivity by 25% and increased art's perceived value by 50% over time, positioning AI as a powerful brainstorming tool for artists.

The panelists also debated the long-term implications of AI for human creativity. While they acknowledged AI's vast potential, Exner raised concerns about diminishing returns if people rely too heavily on AI models trained on existing human knowledge, potentially eroding the novel thinking that feeds those models. Lee drew a parallel to the invention of photography, which didn't kill art but transformed it, suggesting AI may have a similar effect on the creative landscape. The discussion highlighted both the promise and the tension inherent in integrating AI deeply into creative workflows.

Harvard Business Review highlights how AI is accelerating product development and placing increased demands on marketing teams, yet most organizations remain hampered by siloed workflows and coordination-heavy structures designed for an earlier era. The post points to a growing trend of companies fundamentally rethinking their organizational models to keep pace with AI-driven speed and complexity, suggesting that legacy operational frameworks are becoming a bottleneck rather than a foundation for growth.

Trisociation is a creativity technique that combines three disparate concepts to generate novel, coherent ideas — extending Arthur Koestler's classic bisociation method by adding a third element. While the technique has existed in theory since Victor Papanek referenced it in Design for the Real World, it remained largely obscure due to the cognitive overload it imposes on human thinkers. The article argues that Large Language Models like ChatGPT and Claude have unlocked trisociation's potential, as they can seamlessly process and blend three unrelated concepts simultaneously without the cognitive biases or mental fatigue that limit human ideation.

The authors distinguish between open-ended trisociation (combining three random concepts for maximum novelty) and focused trisociation (anchoring one or two concepts to a specific domain like a product category). They demonstrate how the strategic selection of related versus unrelated concepts allows businesses to calibrate the balance between novelty and feasibility — choosing all unrelated terms yields breakthrough but potentially impractical ideas, while related terms produce incremental but commercially viable innovations. Practical applications span new venture ideation, product concept development, and attention-grabbing visual advertising, illustrated with examples like origami-inspired digital wellness platforms and bear-themed pizza ads.

Notably, companies like Ipsos and HYPE Innovation are already integrating trisociation into their creative workflows. The authors provide concrete implementation guidelines: define goals first, select concepts strategically, use AI outputs as raw starting points for human refinement, and maintain curated concept databases. The piece draws on 22 months of research and teaching across more than 10 organizations in Asia and North America.