The Marketing Companion

Described AI is changing marketing faster than any technology shift we've seen before. The question is no longer whether marketers should use AI. The question is who will use it well enough to win. In just 30 minutes, you'll learn the five AI First lessons every marketer needs right now to stay relevant, drive measurable business outcomes, and lead in a world where agents, automation, and intelligent systems are becoming part of every campaign and customer interaction. We'll cover why some companies are seeing massive gains from AI while others are stuck in endless pilots. How to identify the AI use cases that actually increase revenue, productivity, and customer engagement. What skills marketers need to develop now as AI reshapes content creation, search, personalization, analytics, and decision-making. And where human creativity, trust, emotional intelligence, and strategic thinking become even more valuable in an AI-driven world. You'll also hear the biggest myths holding teams back, the hidden risks leaders often miss when they automate too aggressively, and practical ways to use AI today without losing your brand voice, your customer trust, or your competitive edge. Whether you're a CMO, founder, strategist, creator, or marketing leader, this session will give you practical insights, real-world examples, and a clearer roadmap for what comes next. AI First, Human Always. AI is the accelerant. You are still the advantage.

Dan Nestle, founder of Lilypath, joins Sandy Carter on The Marketing Companion to unpack a shift most professionals have not noticed yet. AI systems are now interpreting, ranking, and recommending people before any human ever clicks a profile. Dan calls this Authority Intelligence, a new category he built Lilypath to define. Inside the episode, Dan and Sandy cover the Gemini Deep Research moment that exposed how badly AI can misread a real expert, why LinkedIn has quietly become the number one cited domain for professional queries across six major AI platforms (per Profound, LinkedIn, and Semrush data), and what "broken" looks like when your authority signal is off: silent inboxes, irrelevant pitches, recruiters missing you, RFPs going to competitors, and a stranger suddenly getting credit for ideas you have championed for years. Dan also shares the one concrete action every senior leader should take this week to fix how AI reads them, plus a Lilypath discount for listeners. Use code COMPANION20 at checkout. Brought to you by Semrush, the platform powering the search and AI visibility data behind this conversation, and Brevo, the all-in-one CRM and marketing platform helping growing teams turn authority into pipeline. 00:00:05 - Welcome and Sponsor Mentions 00:00:54 - Guest Introduction: Dan's Early Career in Japan 00:01:57 - Dan's Career Evolution and the Founding of Lily Path 00:05:47 - Introducing Lily Path and Authority Intelligence 00:07:23 - The Genesis of Lily Path: Optimizing for AI Interpretation 00:12:42 - The New Era: Domain Knowledge vs. Coding with AI 00:16:06 - Authority Intelligence: Taking Control of Your AI Narrative 00:21:23 - LinkedIn's Evolved Role as AI's Professional Truth Source 00:27:17 - Maintaining Human Relevance & Actionable Steps for Professionals 00:36:06 - Special Offer, Conclusion, and Contact Information

What happens when marketing moves beyond campaigns and becomes experience, emotion, and intelligence (AI) combined? In this episode, I sit down with Kenny Lauer, one of the most dynamic leaders in modern marketing. From early roles at Apple and KPMG to leading global digital experiences at George P. Johnson, serving as VP of Marketing for the Golden State Warriors during their championship era, and now shaping immersive sound-driven experiences at Meyer Sound, Kenny's career sits at the intersection of technology, storytelling, sports, and live experience design. We unpack how marketing has evolved from messaging to moment-making, and why the next era will be defined by AI as a teammate, not just a tool. Inside this episode, we explore: • The throughline behind Kenny's career across tech, sports, and global brand experiences • How marketing is shifting from campaigns to end-to-end experiences • Lessons from the Golden State Warriors during one of the most iconic runs in NBA history • What global markets like Japan teach us about culture-first marketing • A real marketing "war story" and the lessons every leader should learn • The top 3 takeaways from SXSW 2026 every marketer needs to act on now • What the future looks like when AI becomes your teammate, not your tool This conversation is a masterclass in experiential marketing, brand strategy, digital transformation, and AI-driven marketing innovation. If you are a CMO, founder, marketer, or builder trying to understand where marketing is going next, this episode will give you both the strategic lens and practical insights to stay ahead. The bottom line: Marketing is no longer about what you say. It is about what people feel, experience, and now… what intelligent systems can co-create with you.

Should you be first or a fast follower? Digital pioneer Mark Schaefer breaks down 3 critical rules for marketers navigating AI and discusses why the 85% solution isn't good enough.

One of the Top Marketing Trends in 2026. AI search is about to overtake traditional search by 2028, and the implications for marketers are massive. In this episode, Sandy Carter sits down with content strategy expert Andy Crestodina to unpack the rise of GEO (Generative Engine Optimization) and why it is radically different from the SEO we all know. You'll hear why AI-generated recommendations convert at higher rates, and how brands can train AI to choose them as the preferred answer, and most importantly, a Hack to start making progress for your brand today!

In his final episode as host of The Marketing Companion, Mark Schaefer reflects on the story of a show that beat the odds. This episode has the ups, the downs, and funniest moments from 13 years of the world's most entertaining podcast.

Jay Acunzo and Mark Schaefer discuss their success in sustaining their personal content production for years, even decades. They discuss their mindset and strategies of incorporating a content lifestyle and beating the odds. Mark Schaefer is a strategy consultant, college educator, keynote speaker, and the author of 10 books including "KNOWN," "Belonging to the Brand," and "Audacious: How Humans Win in an AI Marketing World." His annual marketing retreat is The Uprising. For more of Mark's insights every week, subcribe to his award-winning blog. Mark also offers classes in personal branding and professional speaking. Jay Acunzo consults experts and entrepreneurs to differentiate their messages and content. He hosts the podcast How Stories Happen, where guests dissect signature stories piece by piece. Learn more at jayacunzo.com

Let's put AI on the corner of a moment and remind ourselves of the OG marketing ideas that still make sense. In this episode, Mark Schaefer and Andy Crestodina talk about the enduring need for strong branding, live events, and sex (you'll just have to hear the whole story!). Mark Schaefer is a strategy consultant, college educator, keynote speaker, and the author of 10 books including "KNOWN," "Belonging to the Brand," and "Audacious: How Humans Win in an AI Marketing World." His annual marketing retreat is The Uprising. For more of Mark's insights every week, subcribe to his award-winning blog. Mark also offers classes in personal branding and professional speaking. Andy Crestodina is CMO and Co-Founder of Orbit Media, an award-winning 55-person digital agency. He has 23_ years of experience in analytics, SEO, content strategy and visitor psychology ...and months of experience in AI. Andy has applied his expertise in SEO and conversions to drive both visibility and lead generation for 1000+ businesses since 2001.

Mark Schaefer and Dana Malstaff discuss how they are utilizing AI in distinct ways to attract new customers. Mark built an expert-trained model called MarkBot that is informed by his life's work. This is available to all through his website. Dana has created custom bots that encourage top-of-funnel engagement for her business while blending human connection that builds trust. This episode is an inspiring and engaging discussion on breakthrough ideas to connect to customers by blending AI and the human touch. Mark Schaefer is a strategy consultant, college educator, keynote speaker, and the author of 10 books including "KNOWN," "Belonging to the Brand," and "Audacious: How Humans Win in an AI Marketing World." His annual marketing retreat is The Uprising. For more of Mark's insights every week, subscribe to his award-winning blog. Mark also offers classes in personal branding and professional speaking. Dana Malstaff is an author, speaker, consultant, and the founder of Boss Mom.

One of the most urgent and interesting questions in business today: How does AI affect the sales process? From product discovery to referrals and recommendations, AI is making its way into customers' hearts and minds. Whether B2B or B2C, the implications are enormous. Marketing legend Sandy Carter joins the Marketing Companion to explore these new commercial realities. What is the new role of brand, trust, and human relationships in the commercial process?

As use of AI soars and customers place more trust in AI, the bots are making decisions for our customers. From vacations to recipes, we're using AI in creative ways to make our lives easier and skip the time to analyze options. But how does AI make the decision? The platforms are getting their information from somewhere. What is the role of traditional content and marketing? The answer will surprise you. In this far-reaching show, Mark Schaefer and Andy Crestodina explore new research on how AI makes decisions and what matters. This episode also contains extraordinary bonus content. Mark Schaefer is a strategy consultant, college educator, keynote speaker, and the author of 10 books including "KNOWN," "Belonging to the Brand," and "Audacious: How Humans Win in an AI Marketing World." His annual marketing retreat is The Uprising. For more of Mark's insights every week, subscribe to his award-winning blog. Mark also offers classes in personal branding and professional speaking. Andy Crestodina is CMO and Co-Founder of Orbit Media, an award-winning 55-person digital agency. He has 23_ years of experience in analytics, SEO, content strategy and visitor psychology ...and months of experience in AI. Andy has applied his expertise in SEO and conversions to drive both visibility and lead generation for 1000+ businesses since 2001.

Mark Schaefer and Dana Malstaff discuss practical applications to use ChatGPT to build your own private, personal AI advisors to reach clients, expand your reach, and fuel your personal growth. This is an easy and accessible way to create new capabilities for your business without any coding knowledge. Mark Schaefer is a strategy consultant, college educator, keynote speaker, and the author of 10 books including "KNOWN," "Belonging to the Brand," and "Audacious: How Humans Win in an AI Marketing World." His annual marketing retreat is The Uprising. For more of Mark's insights every week, subcribe to his award-winning blog. Mark also offers classes in personal branding and professional speaking. Dana Malstaff is a serial entrepreneur, author, and founder of the Boss Mom franchise of media properties and businesses.

Are you creating content to build an audience, build a brand, or win the SEO sweepstakes? How does content really work in the world today? It's complicated, but Mark Schaefer and Jay Acunzo have a meeting of the minds in this fast-paced and provocative show. Mark Schaefer is a strategy consultant, college educator, keynote speaker, and the author of 10 books including "KNOWN," "Belonging to the Brand," and "Marketing Rebellion." His annual marketing retreat is The Uprising. For more of Mark's insights every week, subcribe to his award-winning blog. Mark also offers classes in personal branding and professional speaking Jay Acunzo consults experts and entrepreneurs to differentiate their messages and content. He hosts the podcast How Stories Happen, where guests dissect signature stories piece by piece, and runs the Creator Kitchen, where experts learn to become stronger storytellers. Learn more at jayacunzo.com