Everyone's talking about AI. Far fewer people are talking about how to actually use it well. In this episode of Your CMO Mentor, Joe sits down with Jacq, CMO of Pip & Nut, to explore where AI genuinely creates value and where human judgment, strategy, and creativity remain irreplaceable. Fresh from launching Pip & Nut's standout AI-assisted TV campaign, Jacq shares what really happened behind the scenes. Rather than replacing creatives, AI became another production tool - one that still required thousands of human decisions, careful brand stewardship, and exceptional creative taste. Along the way, the conversation expands into what makes a great marketer in 2026: strategic discipline, commercial thinking, brand consistency, and developing the judgment to know when AI is helping - and when it isn't. Whether you're experimenting with AI for the first time or leading a marketing team through rapid change, this episode offers practical advice grounded in real-world experience rather than hype :) Sponsors Our studio recordings are filmed at Work.Life in London. They offer really lovely offices and co-working spaces and have friendly staff to look after you. We always feel so welcome when we're there: https://work.life/ Weglot are the brilliant company sponsoring this episode :) . They offer really simple website translation services, allowing you to expand your reach as a brand. AI will help make that translation super-fast, and humans will check it to make sure it is chef's kiss good content . Thank you sooooo much for your support! Speaker Jacq Ellis-Jones https://uk.linkedin.com/in/jacqueline-ellis-jones-marketing-communications In this episode, you'll learn: The marketing skills that will matter most over the next decade Why strategy is far more important than better AI prompts How Pip & Nut created its AI-assisted TV advert Where AI genuinely improves marketing efficiency Why creative taste is becoming even more valuable How to balance commercial pressure with brand building The AI tools Jacq's team actually uses today What marketers should learn to future-proof their careers How to thrive inside challenger brands with limited budgets What to do when leadership wants AI to solve every problem Timestamps 0:00 - Stop wasting your marketing budget 0:46 - Why AI still needs human creativity 2:00 - Sponsor - learn about the brilliant WEGLOT 2:32 - The marketing skills that matter most 4:22 - How top marketers build those skills 6:19 - The traits that set great marketers apart 8:32 - Marketing mentors worth learning from 11:22 - The mindset every CMO needs 13:42 - Why every marketer should understand finance 16:24 - Inside Pip & Nut's AI-powered campaign 18:05 - Where AI creates real marketing value 20:58 - How the AI ad was actually made 22:56 - Why taste beats AI prompts 27:16 - Efficiency vs. effectiveness with AI 30:26 - Why strategy comes before AI tools 31:21 - How marketing leaders are learning AI 33:36 - The AI tools Pip & Nut actually uses 36:44 - Future-proof your marketing career 38:16 - Balancing brand quality with tight budgets 43:52 - How to thrive in a challenger brand 48:37 - What to do when your CEO says "use AI" 53:14 - Final advice for ambitious marketers If you enjoyed this, please like and subscribe - it genuinely helps us reach more marketers like you Join 37,000+ marketers getting our weekly newsletter (it's freeeeee): https://themarketingmeetup.com/newsletter/ Listen on Apple Podcasts: https://podcasts.apple.com/gb/podcast/your-cmo-mentor/id1850910303 Listen on Spotify: https://open.spotify.com/show/0cpW4Tsm2YuKJj488cNX1s