In this article
Talk Shop is our video series where we talk to lifecycle marketers about what's actually happening in their day-to-day. The messy stuff, the wins, the tools they're using, the problems they're trying to solve.
In this episode, Naomi West chats with Mary Aguililla, Lifecycle Marketing Manager at Hatch, about her pragmatic (and skeptical) approach to AI in marketing.
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We can train AI all we want—it's not there.
Mary AguilillaLifecycle Marketing Manager
At least not when it comes to creative work like copywriting or capturing brand voice. But for operations? Automation? Pulling insights from testing data? That's where AI shines.
In this conversation, Mary shares:
- Why she uses AI for operations and automation—not content creation
- How she built a custom tool with Claude to analyze A/B test results faster
- Why brand voice is too specific for AI to replicate (especially when you're talking about baby sleep)
- Her advice for marketers just starting their AI journey
- What keeps her up at night about AI and the future of creative work
