What it takes to be creative in the AI era at HP
Where AI is delivering real lift in content and creative work, where it isn’t, and what creative leaders are doing to redesign roles and rethink hiring.
ChatB2B
Enterprise B2B, from the people running it.
Andrew Au sits down with marketers, product leaders, and revenue operators. What they’re building, what’s landing, and what AI is quietly changing about the work.
ChatB2B trailer · 90 seconds
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The three newest conversations.
Building the Backend for AI Agents
Inside the backend infrastructure that makes AI agents work reliably, from a former Microsoft GitHub Copilot leader now building agent tooling at Moderne.
The Rise of the Senior IC in the AI Era
Stepping out of management and into the senior individual contributor track, and how AI is reshaping product marketing, sales enablement, and partner enablement day to day.
ChatB2B · The archive
Every conversation, in one place.
All 21 episodes · newest first. Listen on Spotify, Apple Podcasts, or YouTube.
Jun 2026
What it takes to be creative in the AI era at HP
In this episode, Liz Merrilees Emlay, Head of Global Creative Services and Product Marketing at HP, joins Andrew to wrestle with what it takes to be creative in an era when AI is brilliant at producing the average. We get into where AI is delivering real lift in content and creative work, where it isn’t, and what creative leaders are doing to redesign roles, rethink hiring, and prepare their teams for work that hasn’t been defined yet. The arc lands on the decisions creative leaders are making in the next one to two years that will set the trajectory for the next decade.
Spotify
Apple
YouTube
Jun 2026
Building the Backend for AI Agents
In this episode, Patrick Vuong, first Director of Product Management at Moderne, takes us inside the backend infrastructure that makes AI agents work reliably. Patrick brings a rare cross-ecosystem seat as a former Microsoft GitHub Copilot leader, now building the agent tooling embedded inside AWS Q, GitHub Copilot, and Broadcom App Advisor. We get into what multi-agent orchestration looks like in production, why backend infrastructure is the layer most marketing teams haven’t built for, and what it means to design for agents alongside humans.
Spotify
Apple
YouTube
May 2026
The Rise of the Senior IC in the AI Era
In this episode, Jaynie Miller, Worldwide Product Marketing Lead at HP, shares what it’s been like to step out of management and into the senior individual contributor track at one of the world’s largest technology companies. We explore how AI is reshaping product marketing, sales enablement, and partner enablement day to day, and what marketing teams need to look like as every company resets for the AI era.
Spotify
Apple
YouTube
Apr 2026
Optimizing AI Search: Lessons from Sophos
In this episode, Megan Cabrera, former VP of Marketing Operations at Sophos, opens up about what it took to build an enterprise AI search strategy when the playbook didn’t exist yet. From navigating constant algorithm shifts, to figuring out how brands show up in communities like Reddit, Megan shares the pivots, the failures, and the principles that held. The conversation also goes deeper into the enterprise infrastructure behind the strategy. How to get AI tools approved when procurement can take up to a year, where AI roles should sit in the organization, and what the recent Claude Mythos leak means for the cybersecurity industry.
Spotify
Apple
YouTube
Apr 2026
The AI-Ready Marketer: New Rules for Content and Culture
This episode, we explore what it means to be an AI-ready marketer. Starting with the macro fears that have marketers anxious right now, and moving into what the best teams are doing about it. Drawing on Tammy’s experience at BMC and her work co-founding the Charlotte Marketing AI Exchange, we dig into how content strategy needs to be rebuilt for a world where AI is the first reader, why most organizations are still at the starting line on GEO, and what it takes to move from AI experimentation to transformation that sticks.
Spotify
Apple
YouTube
Apr 2026
When AI Meets ABM: Rethinking Content and Buyers
This episode, we’ll explore how AI is reshaping account-based marketing with Murali Kandasamy, VP of Growth & Strategy at PathFactory. Drawing on original research from Intercept Watchtower, we'll unpack the real blockers holding ABM programs back, where AI chatbots and content intelligence are making a measurable difference, and what happens when the first reader of your content is an AI agent rather than a human.
Spotify
Apple
YouTube
Mar 2026
What AI PCs Really Change for Marketers
This episode explores what AI PCs really change for marketers and why the device should be part of your AI strategy. Jeannette Kennedy from Microsoft breaks down what AI PCs are in plain language and explains how local AI processing and small language models open up new ways of working that you cannot get from cloud tools alone. We talk through real examples, the on-device AI opportunity, and a few simple moves marketing leaders can make now so they are ready as AI PCs become the standard.
Spotify
Apple
YouTube
Mar 2026
How AI Is Rewriting the Rules of Knowledge Work
In this episode, we’ll explore how AI is moving from a personal productivity tool to an organizational transformation lever inside professional services with Mahadev Sastri, Director of Marketing at CGI. Drawing on original research from Intercept Watchtower, we’ll unpack the gap between where most teams are with AI today and where they need to be, the practical use cases creating real traction, and what happens when the shift from “single-player” to “multiplayer mode” works at scale.
Spotify
Apple
YouTube
Mar 2026
AI Adoption Inside Lenovo: Pilots, Procurement, and Progress
In this episode, we’ll explore how Lenovo’s Solutions & Services Group is navigating AI adoption in global campaign marketing. Shoeb will share how his team is moving from “AI is great” to “show me,” running controlled pilots, building the case for scale, and confronting the real organizational blockers (from skills gaps to procurement contracts) that sit between experimentation and impact. We’ll also dig into how B2B buying is shifting as AI agents become the first gatekeepers, what “generative engine optimization” means for content strategy, and why building a culture of smart risk-taking matters more than ever.
Spotify
Apple
YouTube
Feb 2026
How TELUS is Applying AI in Vertical GTM
In this episode, we’ll explore how AI is reshaping modern go-to-market teams through the lens of Marketing and RevOps convergence. Tristan will share how he’s thinking about team design and new responsibilities as “managing AI agents” becomes a real role shift, and we’ll dig into practical AI use cases inside TELUS Agriculture & Consumer Goods. What’s working today, what’s still experimental, and what he expects to scale in 2026.
Spotify
Apple
YouTube
Feb 2026
“Sprint to Agents”: What Agentic Marketing Actually Means
This episode introduces Francis Silva, Intercept’s first Chief Technology Officer, and explores a practical response to what enterprise marketers are feeling right now. Teams are being told to sprint toward AI and agents while legal, IT, and procurement slow adoption, and while the AI tool landscape changes faster than governance cycles can keep up. Francis defines what agentic marketing actually means, maps where most teams sit on the Marketing AI Maturity Curve, and shares real world, anonymized projects that show how AI moves from experimentation into secure, reliable day to day workflows.
Spotify
Apple
YouTube
Feb 2026
Redefining Creative Work for the AI Era
This episode explores how AI is redefining creative work; from how content is made to how creative teams organize, collaborate, and make decisions. Catherine Richards, former enterprise marketer at Dell, Adobe, and VMware, shares what she’s learned leading AI adoption inside complex organizations and building one of the first Marketing AI Councils. We dig into how creativity itself is being redefined, how teams can protect originality in an age of efficiency, and what it means to lead creative work when systems are becoming intelligent.
Spotify
Apple
YouTube
Feb 2026
Scaling Social Without Losing the Human
This episode explores how SAP is redefining social media in the age of AI. Kelly Broili, VP of Global Social Media, leads one of the largest and most complex social operations in the tech industry. She shares how her team is finding the balance between scale and authenticity, keeping creativity and trust at the center while adopting AI across workflows. The conversation digs into what authenticity really means today, where AI adds value, and how social teams can stay human as they scale.
Spotify
Apple
YouTube
Jan 2026
The Playbook for Practical AI: Inside Procom’s AI Journey
This week we chat with Dylan Fedy, Director of Marketing & Customer Insight at Procom. This episode will explore how Procom is using AI to drive real business results, from automating sales training simulations to deploying voice agents for customer conversations. Dylan shares what’s working, what’s not, and how to move from experimentation to measurable impact.
Spotify
Apple
YouTube
Jan 2026
Re-wiring the Marketing Org
Audrey Davidson, Head of Integrated Marketing Americas at Microsoft is discussing how AI is reshaping the structure, workflows, and skills of modern marketing organizations, illustrated by Microsoft’s concept of the “Frontier Firm” and what it means for marketing organizations striving to stay ahead. We also learn about the new role of humans in Marketing organizations, working side by side with AI teammates.
Spotify
Apple
YouTube
Jan 2026
What It Really Takes to Scale AI Pilots
Jessica Hreha, Director of Marketing AI Transformation at Veeam shares how marketing teams are adopting AI and what it takes to move from pilot projects to scaled adoption. Along with her work at Veeam, Jessica has previously built AI councils and transformation offices at VMware and Jasper, and shares lessons on what skills leaders need to guide their teams through AI adoption.
Spotify
Apple
YouTube
Dec 2025
How AI Can Support Partner Growth
Shelley Green, Director of Microsoft Cloud – Copilot and Security at TD SYNNEX helps us explore how AI can support partner growth, especially for those who are under-resourced or earlier in their marketing maturity. We dig into where partners struggle the most and which AI use cases could realistically make a difference, from content creation and campaign execution to sales training. Shelley shares her perspective, highlighting what’s working, where the opportunities lie, and how vendors and distributors can make AI more accessible and impactful for partners.
Spotify
Apple
YouTube
Nov 2025
Future-Proof Your Marketing Career in the Age of AI
If you are wondering what AI means for your marketing career, this episode is for you. Josh Chiavaroli, Partner Sales Account at Intel and Marketing Professor at Seneca Polytechnic, unpacks how AI is redefining the skills marketers need, the tasks humans should still own, and how both seasoned professionals and emerging talent can adapt. From OEM to silicon to the classroom, Josh shares a vantage point that helps leaders understand the real AI skills shift and what they can do today to prepare their teams for the future.
Spotify
Apple
YouTube
Nov 2025
The AI Opportunity for Channel Partner Marketing
For marketers supporting channel partners, AI is opening up a new playbook. Jonna Bell, Global Director of Commercial Channel Marketing at Qualcomm, walks through how her team is using AI to simplify workflows, personalize content, and scale partner programs that actually get used. She shares what is changing in partner expectations, where campaigns still fall short, and how AI can bridge gaps, improve enablement, and drive stronger campaign results.
Spotify
Apple
YouTube
Nov 2025
Rethinking Sales Enablement in the AI Era
What does AI actually change about sales enablement? Mike Thibodeau, Director of Enterprise New Business at Google Cloud, shares how AI is reshaping the future of enablement, helping go-to-market teams cut through content overload and guide buyers through complex decisions. Drawing on his experience at Microsoft and now Google Cloud, Mike breaks down what is working today, where AI is already making an impact, and where enablement strategies are headed next.
Spotify
Apple
YouTube
Nov 2025
Introducing ChatB2B
ChatB2B is where enterprise marketers and Intercept’s leadership team compare notes on AI in B2B. You’ll hear real stories from the field along with the playbooks, experiments, and guardrails we use in our work with global tech brands. The goal is simple: help you make faster, smarter moves with AI inside your organization.
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