Episode 299 / Katherine Freeley / Boehringer Ingelheim / Head of Media

Marketing is changing: where we were trying to avoid bot traffic before, we're now increasingly having to optimise for AI and agentic systems instead. But, soon everyone's content will be similar, and it's where the human element will set us free, according to Katherine Freeley, Head of Media at Boehringer Ingelheim. Katherine comes back to the podcast five years since her last appearance, sharing why we should use AI to super charge our human capabilities and reflecting on how marketing has and will continue to change.