About this episode

Karen Cooper discusses the impact of AI on creativity in B2B marketing and the importance of human storytelling.

In a world where AI can churn out content at scale, have B2B marketing teams forgotten how to truly create? In this episode, Wolters Kluwer Health’s Director of Marketing Content Experience, Karen Cooper, joins David Rowlands to unpack what happens when high-velocity marketing crushes creative space. She shares what she’s seen across agencies, in-house teams, and multiple industries when goals keep rising, work keeps piling up, and leaders quietly expect AI to “solve it all.” Karen explains why AI should be treated as a research and efficiency partner—not the author of your brand—and how the real competitive edge still lies in human storytelling, judgement, and collaboration. From the hidden costs of burnt-out creative teams to practical ways leaders can design processes, governance, and culture that protect originality, this conversation is a blueprint for marketers who want to move fast without becoming generic. In addition, B2B Ignite takes place on 1 July in London. Listeners to the podcast can save 20% on their ticket to B2B Ignite 2026 – simply enter the discount code PODCAST when prompted at check out.https://events.b2bmarketing.net/b2bignite

People in this episode

Host: David Rowlands

Guest: Karen Cooper

Topics covered

• AI in marketing
• creativity
• B2B marketing
• content creation
• team burnout
• human storytelling

Keywords

• AI overload
• creative space
• marketing teams
• efficiency partner
• originality
• process design
• governance
• collaboration

Sponsors

B2B Ignite

Mentioned in this episode

Organizations: Wolters Kluwer Health

More episodes of B2B Marketing Podcast

• Episode 222: Why Britain is measuring the wrong economy, with B2B Marketing’s James Farmer · July 7, 2026 · 24 min
• Episode 220: Why judgment is your strategic advantage in the age of AI, with Marketbridge and Turtl · June 23, 2026 · 19 min
• Episode 219: Agentic AI: What to automate, augment and keep human, with Baringa · June 19, 2026 · 39 min

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