MarTech Podcast ™ // Marketing + Technology = Business Growth · I Hear Everything

Using AI to build more creative workflows

·39 min

Seventy-three percent sets the tone. Benjamin Shapiro frames generative AI as widely adopted, but still too often treated like a prompt machine instead of part of how work gets done. That is where the episode gets useful. The guest talks about AI and tools through repeatable systems: what is the team trying to do, where does the work happen, and what has to connect around it? Wrike is the home base in this case. Their work starts and ends there, but the guest is clear that the surrounding connections still matter, especially for enterprise teams. The host keeps pulling the conversation back to practical value. He presses on where vendor expertise helps and where a company should build for itself. The answer stays grounded. Build the pieces that matter to the business. Bring in specialized partners when the work is necessary but not the thing that makes the company different. Then the episode turns to positioning, which is where broad platforms can get slippery. A flexible work management tool can look like a CRM, CMS, operations system, or some other three-letter category depending on who is buying. That makes targeting harder, not easier. If the product can serve downmarket, enterprise, and several verticals, the marketing can get mushy fast. The guest points back to evidence: where Wrike has already worked best, where customers say it creates value, and where its strengths show up in manufacturing, professional services, and marketing workflows. The lesson is not to market every possible use case. Pick the customer context where the value is easiest to prove, then make the message sharper there.

As heard by us

AI matters here when it changes the workflow, not just the copy.

This episode is useful because it treats generative AI less like a magic trick and more like a workflow problem. The discussion keeps circling back to the basic questions that matter: what job is being done, where the integration sits, and what should stay with a vendor that…

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Why you'd press play

Press play if you want AI workflows that do more than spit out copy.

Read the full recommendation in PlayNext →

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