The Brief with Dylan Hattem

In the fast-paced world of sports, keeping fans engaged with timely and personalized content is crucial. But how can organizations scale their content creation without compromising quality? In this podcast, we dive into the innovative approach taken by Trey Pezzetti, the product lead at the PGA Tour, who is harnessing the power of AI to revolutionize content creation. We’ll explore how AI-driven systems are creating over 1,600 pieces of content per tournament, ensuring that every player has a voice, and enhancing the overall fan experience.The PGA Tour features 156 players competing over four days, generating a staggering 30,000 shots each week. This creates a monumental challenge for content teams to cover every player adequately. As Trey Pezzetti explains, while the editorial team excels at covering top storylines and human interest pieces, it’s nearly impossible to provide in-depth coverage for every player without overwhelming resources.Fans crave personalized content about their favorite players. Traditionally, this would require a significant investment in human resources, which isn’t feasible. By leveraging AI, the PGA Tour has developed a system that automates content creation, allowing them to provide tailored content for fans based on their preferences.The content automation system generates various types of content, including round recaps and tournament summaries for every player. This system not only ensures that fans get the information they want but also frees up the editorial team to focus on more significant stories that can drive engagement.Implementing AI isn’t just about increasing content volume; it’s also about driving business value. Trey emphasizes that AI helps the PGA Tour to maintain accurate and timely content, which is crucial for their reputation. For example, when AI generates a statistic about a player’s performance, it’s essential that this information is 100% accurate.Despite the automation, human oversight remains critical. The editorial team is involved in creating content formats and ensuring that all information aligns with the PGA Tour's style guide. This collaboration ensures that while AI handles the heavy lifting of content generation, the human touch remains evident in the storytelling and creativity of the final output.With the Favorite Player Hub, users can select their favorite players and receive personalized updates and content. This feature exemplifies how AI can enhance the fan experience by making it easier for them to engage with the content that matters most to them.Looking ahead, Trey is excited about ongoing experiments with AI, such as automated quality assurance systems that ensure the accuracy of live data presented to fans. These systems will allow teams to focus on strategic initiatives rather than mundane tasks, thus enhancing overall productivity.By automating routine checks and balances, the PGA Tour’s teams can dedicate more time to creative and strategic projects. This shift not only improves efficiency but also raises the baseline for what the team can achieve, allowing them to meet the increasing demands of fans.The PGA Tour’s innovative use of AI in content creation demonstrates a significant shift in how sports organizations can engage with their audiences. By automating content generation, they are not only enhancing the fan experience but also ensuring accuracy and efficiency in their operations. As the sports industry continues to evolve, embracing technology like AI will be crucial in meeting the demands of modern fans.

In this insightful interview, Rayhaan Rasheed shares his expertise on AI transformation in enterprise companies, focusing on marketing, data literacy, agentic commerce, and the future of brand loyalty in an AI-driven world.Key TopicsAI transformation in Fortune 500 companiesData literacy and democratization of AIAgentic commerce and its impact on shoppingTop-down approach to AI adoption in enterprisesFuture of brand loyalty in an AI-enabled worldSound Bites"Adoption must be top-down for success.""Agentic commerce is on every brand's mind.""Loyalty now is about cross-portfolio presence."Chapters00:00 Introduction to AI Strategy and Transformation02:55 Understanding AI Readiness in Organizations05:58 Marketing Teams and Customer Insights08:57 Agentic Commerce and Its Impact on Brands11:28 The Future of Brand Loyalty in an AI Worldkeywords AI transformation, enterprise AI, marketing, data literacy, agentic commerce, brand loyalty, Fortune 500, AI tools, customer experience

What happens when you stop selling—and start thinking like a marketer?In this episode, we sit down with Olukoya Davis, a seasoned sales leader with over two decades of experience, to unpack how a marketing mindset can fundamentally change the way you approach sales.We get into the idea of reverse engineering outcomes—starting with what the client actually needs and working backward to position value in a way that lands. Olukoya breaks down why deeply understanding your audience isn’t optional anymore, and how the best salespeople operate with context, not just a pitch.We also explore why so many brands struggle to show up in culture. The pressure for short-term wins often leads to shallow engagement, while real impact comes from long-term contribution and relevance. That shift—from transactions to relationships—is where modern sales is headed.Finally, we talk about what still matters: curiosity, preparation, and the ability to build genuine relationships. The tools may evolve, but the fundamentals haven’t changed—they’ve just expanded.If you’re in sales, marketing, or anywhere in between, this is a conversation about how to operate with more intention—and ultimately, more effectiveness.Key themes:Thinking like a marketer in a sales roleReverse engineering client outcomesCultural relevance vs. short-term winsRelationship-building as a growth strategyThe role of curiosity in modern sales

In this engaging interview, Mathew Sweezey discusses the transformative impact of AI and vibe coding on business and marketing. He explores concepts like invisible infrastructure, callable infrastructure, and enterprise design systems, providing insights into how organizations can adapt to rapid technological changes and leverage AI for faster, more efficient workflows.Key TopicsVibe coding as a new pillar of digital transformationInvisible infrastructure and its risks and opportunitiesCallable infrastructure and its impact on brand experienceAgentic pipelines and AI-driven creative processesThe role of enterprise design systems in business innovationChapters00:00 Introduction and Guest Overview00:19 Mathew Sweezey's Background and Expertise01:04 Introduction to Vibe Coding and Digital Transformation01:25 The Concept of Invisible Infrastructure02:07 The Risks and Rewards of Invisible Infrastructure03:00 Building on Digital Investments with Vibe Coding03:28 Guardrails and Enterprise Design Systems04:15 Callable Infrastructure Explained for Marketers05:09 Application Abstraction and User Experience07:02 The Persistence of Websites and Trust07:51 Ownership of Brand Experiences Outside Traditional Channels08:34 Organizational Roles in Managing External Brand Experiences09:30 Google AI Transformation Case Study10:01 Agentic Pipelines and Creative Automation11:18 Change Management in AI-Driven Creative Processes12:02 Advice for Those Feeling Left Behind in AI Adoption12:55 Practical Tips for Rapid AI Skill Acquisition13:55 Closing Remarks and Final Thoughtskeywords AI transformation, vibe coding, invisible infrastructure, callable infrastructure, enterprise design system, marketing innovation, digital transformation, AI in business, future of work, AI pipelines

Ever wonder how historic brands like Cross or Ferrero stay relevant without billions in ad spend or endless resources? Meet Pino, a marketing maestro who's cracked the code on blending tradition with innovation. This chat dives into how legacy companies can keep their charm while navigating the fast-paced digital world—without losing sight of what really matters: the customer. In this episode:How legacy brands like Cross and Ferrero approach innovation with limited resourcesWhy prioritizing the customer and core product wins over chasing every trendThe importance of focus and simplification in a noisy digital landscapeHow to build relevance without constantly being "viral"The role of analog moments in a digital-first worldStrategies for making every digital move count—fewer SKUs, targeted channelsWhy “less is more” can actually boost brand clarity and consumer loyaltyThe challenge of staying top of mind in a resource-constrained environmentPractical tips on balancing digital trends with timeless authenticityTimestamps:00:00 - Accelerating legacy brands in a digital world00:36 - Pino’s background and experience across global markets01:17 - Why classic brands still matter in the digital age01:55 - The importance of focusing on the consumer’s need for analog moments02:20 - Prioritization over resources: Big companies vs. smaller teams03:12 - Personalization and customization in core products04:05 - The overlooked decision-makers in corporate gifting04:36 - Combining analog and digital: The future of Pen innovation05:15 - Managing FOMO and digital overstimulation with limited resources06:02 - The fatigue of consumers overwhelmed by digital trends06:52 - The value of focus and less: Making your brand easier to understand07:22 - Staying relevant without posting constantly07:34 - How to be top of mind without overextending08:15 - Rationalizing SKU and channel diversity for relevance09:24 - The challenge and necessity of TikTok for heritage brands10:01 - The power of focused, intentional branding10:18 - Balancing innovation with tradition in a resource-constrained world

SummaryIn this conversation, Dylan Hattem interviews Nyle Baer, the CMO of Future Proof, which runs the world's largest wealth festival and a major conference for AI and wealth management.The conversation starts with branding. Finance events historically look the same ballrooms, suits, stock photos. Future Proof went the opposite direction and built something that looks more like a music festival. The colors in their visual identity were literally eyedroppered from sunset photos taken at their venues in Huntington Beach and Miami. Sponsors pushed back hard in year one, not sure if business would actually get done. It's now one of their biggest differentiators, alongside the fact that their events are entirely outdoors.On content, they invest heavily in AV to capture speaker sessions and distribute them on YouTube. During the event itself, the UGC is so overwhelming that they scrap their editorial calendar entirely and just engage in real time. After the event, they mine that UGC to inform future copy and campaigns rather than trying to manufacture the voice themselves.On resources, they run a small team and hire full-stack marketers so they can ship fast without organizational complexity. Nyle's view is that creativity is what happens when you're forced to do more with less.On AI, they're running a first-principles audit of every job function in the org, mapping out jobs to be done and then figuring out where agents can take on that work. It's a big spreadsheet exercise that's still ongoing, with a mix of customer-facing and back office applications. TakeawaysFuture Proof hosts the world's largest wealth festival and AI investment event.The brand's bold design differentiates it from traditional finance events.User-generated content plays a crucial role in their marketing strategy.Translating in-person experiences into evergreen content is essential.Creativity thrives in resource-constrained environments.AI tools are being tested across various job functions in the organization.Good design communicates the brand's values effectively.The team focuses on hiring full-stack marketers for efficiency.Nyle emphasizes the importance of capturing and utilizing user-generated content.TitlesRevolutionizing Finance Events with Bold BrandingCreating Evergreen Content from Live ExperiencesSound Bites"Our brand has evolved over the years.""Good design is good communication.""How do you make this evergreen content?"Chapters00:00 Introduction to Future Proof and Bold Branding03:00 Translating IRL Experiences to Evergreen Content05:48 Balancing Creativity and Technical Strategy09:06 Exploring AI Tools in Marketing

SummaryThis interview explores the latest trends in startup marketing, AI-driven tools, and the evolving landscape of human connection in marketing. Gain insights from a seasoned expert on how startups can leverage technology and distribution to stand out.Key TopicsThe common threads for startups to stand out in marketingThe impact of AI tools on marketing workflowsThe importance of distribution and organic reach for startupsSound Bites"Distribution is now table stakes for founders.""Humans crave human connections again.""Imperfect content fosters genuine human connection."Chapters00:00 Introduction and Context00:34 Common Threads for Startup Success01:10 Leveraging AI for Cost-Effective Marketing02:05 Distribution as a Critical Success Factor03:03 AI Tools in Daily Marketing Operations05:22 Future Trends in Marketing: Human Connection & AI06:25 The Dumbbell Markets: Polished vs. Imperfect Content07:37 Closing Remarks and Insights

SummaryIn this conversation, Dylan Hattem and Temo discuss the challenges of the current job market, focusing on practical advice for job seekers. Temo shares insights from his experience in recruiting, emphasizing the importance of a well-crafted resume, thorough interview preparation, and the human aspect of the recruitment process. They also explore the role of keywords in applications and the impact of AI on resume customization.TakeawaysThe job market is challenging for applicants.A focused resume with quantifiable metrics is essential.Researching the company and its products is crucial for interviews.Attention to detail can make a significant difference in applications.Post-interview follow-ups can keep candidates top of mind.Recruiters often have limited time to review applications.Keywords play a vital role in getting noticed by recruiters.AI can help personalize resumes but should be used accurately.Understanding customer pain points is important for candidates.Building a connection with recruiters can enhance the application experience.Sound Bites"The current job market is just tough.""Keeping your resume tight and focused is key.""Attention to detail on resume is crucial."Chapters00:00 Navigating the Job Market: An Introduction02:48 Crafting the Perfect Resume06:00 The Interview Process: Humanizing Recruitment08:46 The Role of Keywords in Job Applicationskeywords job market, recruiting, resume tips, interview preparation, job search strategies, Web3, crypto recruiting, hiring process, applicant experience, career advice

SummaryIn this conversation, David Benoit, Senior Vice President at Art and Science Partners, discusses the innovative marketing strategies employed by his agency, particularly in partnership with Venmo. He highlights the significance of a top-down approach in forming partnerships within the sports industry and the evolving landscape of Name, Image, and Likeness (NIL) for student athletes, who are becoming increasingly savvy in leveraging their opportunities.TakeawaysArt and Science Partners is a boutique marketing consultancy specializing in sports and entertainment.Venmo's partnership with Big Ten and Big Twelve is a significant recent achievement.The top-down approach in partnerships simplifies communication and negotiation processes.Student athletes are becoming more sophisticated in leveraging their NIL opportunities.NIL athletes are engaging in full-fledged negotiations, not just social media posts.The growth of student athletes' financial literacy is notable and promising.Venmo aims to raise brand engagement through innovative partnerships.The partnership with Venmo is a strategic move to disrupt traditional marketing methods.Student athletes are now able to invest in their own businesses due to NIL earnings.The conversation reflects a shift in how marketing is approached in the sports industry.Chapters00:00 Introduction to Art and Science Partners02:55 Innovative Partnerships in Sports Marketing06:13 The Evolution of NIL and Student Athletes' SavvyKeywordsArt and Science Partners, sports marketing, NIL, Venmo, partnerships, student athletes, marketing trends, innovative strategies, brand engagement, athlete empowerment

SummaryIn this conversation, Tara Knight, CEO of Creator Match, discusses the evolving landscape of LinkedIn influencers and creators, emphasizing the importance of educational content in B2B marketing. She highlights the challenges brands face in finding suitable creators and the unique characteristics that differentiate LinkedIn creators from those on other platforms. The discussion also touches on the implications of AI and innovation in LinkedIn marketing, as well as the changing nature of social media content.TakeawaysTara Knight is the CEO of Creator Match, focusing on LinkedIn creators.Brands are increasingly using LinkedIn influencers for educational content.LinkedIn is evolving into a platform for personal storytelling.B2B2P (business to business to personal) is a key concept for LinkedIn.Consumers are receptive to educational content on LinkedIn.Finding suitable creators is more challenging than getting brands on board.Thought leaders may not always be effective creators.AI is influencing how content is ranked on LinkedIn.The LinkedIn algorithm is constantly changing.Educational content is essential for success on LinkedIn.Chapters00:00 Introduction to LinkedIn Influencers02:46 The Evolution of LinkedIn Creators05:54 AI and Innovation in LinkedIn Marketing

The conversation delves into the evolution of marketing at Rally, the trends in B2B marketing, the impact of founder-led content on business results, and the go-to-market trends for 2026. Key takeaways include the shift from vanity metrics to meaningful connections, the focus on deeper relationships with existing customers, and the significance of founder-led content for mature businesses.TakeawaysDeeper relationships with existing customersShift from vanity metrics to meaningful connectionsFocus on founder-led content for mature businesses

Summary In this conversation,Carley Lake shares her journey from product marketing at Uber to leading a content team focused on integrating AI into their workflows. She discusses the challenges and opportunities of using AI in marketing, emphasizing the importance of maintaining brand voice and human connection while leveraging technology to enhance efficiency. The conversation explores practical examples of AI implementation in content creation and the need for marketers to establish principles for using AI responsibly.TakeawaysCarley Lake has transitioned from Uber to leading a content team at Etsy.AI can help scale marketing efforts but must maintain human connection.Automation risks losing brand voice and authenticity.Etsy's content team created a successful AI tool for efficiency.Balancing automation with creativity is crucial for marketers.Marketers need to define AI principles to guide their use of technology.The importance of foundational content for AI tools to function effectively.AI can handle tedious tasks, freeing up time for strategic work.Maintaining quality in marketing is essential, even with automation.Carley emphasizes the responsibility of marketers in using AI thoughtfully.Sound Bites"How do we utilize AI to scale our work?""We want to amplify the human work.""This is a big responsibility."Chapters00:00 Introduction to Carley Lake and Her Journey03:01 AI in Marketing: Current Landscape and Challenges06:00 Implementing AI Tools in Content Creation08:59 Balancing Automation with Human Touch in Marketing

The conversation covers the topics of community building and the role of taste as a differentiator in the AI world. Ben Dietz discusses the Breakfast Club and its impact on community building, as well as the significance of taste in a world of infinite ideas.

SummaryIn this conversation, Dylan Hattem interviews Dmitry Shapiro, CEO of Mind Studio, about the transformative power of AI automation in knowledge work. Dmitry explains how Mind Studio differs from traditional AI models by allowing users to create AI agents that automate multi-step workflows, enhancing productivity and efficiency. He provides real-world examples of how salespeople can leverage these tools to save time and gain insights, emphasizing the control users have over their AI agents and the significant advantages they offer in managing information and tasks.TakeawaysMind Studio allows for the creation of AI agents that automate workflows.AI agents can save significant time for knowledge workers.Users can control and customize their AI agents easily.Automation can handle repetitive tasks that users dislike.AI can synthesize information faster than traditional methods.Knowledge workers can gain superpowers through AI tools.The average build time for an AI agent is short.AI agents can enhance research and preparation for sales calls.Information is power, and AI can help leverage it.Mastery of AI tools is essential for modern knowledge work.TitlesUnlocking Productivity with Mind StudioThe Future of AI AutomationSound Bites"I call these superpowers.""It's a handicap not to have the tool.""It's a superpower to have mastery of it."Chapters00:00 Introduction to Mind Studio and Dmitry Shapiro03:00 Understanding AI Agents vs. Traditional Models06:04 Real-World Applications of Mind Studio08:56 The Control and Customization of AI AgentskeywordsAI, automation, Mind Studio, Dmitry Shapiro, knowledge work, AI agents, technology, productivity, workflow, superpowers

The conversation with Mickey Abbatiello covers the topics of agentic commerce, bridging online and offline experiences, and conversational commerce. Mickey provides insights into the impact of these topics on brands and the evolving consumer experience. The discussion delves into the challenges and opportunities presented by the changing landscape of commerce and technology.TakeawaysMickey leads digital strategy and innovation at Ralph Lauren.Agentic commerce is reshaping how brands engage with consumers.Brands must adapt to new consumer behaviors and preferences.AI is crucial for bridging online and offline shopping experiences.Personalization enhances customer experience and conversion rates.Conversational commerce is changing the way consumers search and shop.Understanding consumer intent is key for brands' success.Mentorship plays a vital role in professional development.Surrounding yourself with innovative thinkers is essential for growth.The integration of technology and creativity drives marketing innovation.TitlesThe Future of Agentic CommerceNavigating the Marketing EconomyChapters00:00 Introduction to Marketing Innovation02:47 Agentic Commerce and Brand Evolution06:05 Bridging Online and Offline Experiences07:59 Conversational Commerce and Consumer Engagement