AI is rapidly becoming part of a marketer’s toolkit. But beyond the hype, the real question is whether AI is actually improving marketing outcomes or simply making it easier to produce more content, faster. Prashant Kumar, Founder of Entermind, argues that the real value of AI isn’t just about tools. It lies in how organisations rethink workflows, combine human judgment with machine intelligence, and avoid becoming what he calls “lazy AI users.” 

Prashant shares what separates real productivity gains from empty experimentation, and why human creativity and differentiation still matter more than ever.

We learn:

• How AI can transform marketing through automation, augmentation, and innovation.

• Why many organisations still struggle to turn AI adoption into real marketing P&L impact. 

• The risk of becoming a “lazy AI user” and losing human judgment and strategic thinking.

• Why workflow redesign, not just better tools, is key to unlocking AI value.

• Whether generative AI is boosting creativity or simply producing more marketing noise.

• How AI enables hyper-relevant performance marketing through low-cost content variation. 

• Emerging capabilities for the AI-native marketer, including AI Engine Optimisation and generative CX.

• The biggest risks ahead: complexity, commoditisation, and the loss of brand distinctiveness.