AI In Marketing

The marketing landscape is changing faster than ever—and the marketers who treat their work like product and embrace AI will win.  
This week, Leader Generation host Tessa Burg talks with Alan Kipust, Mod Op’s Executive in Residence and a leader in product management, to discuss how AI is fundamentally reshaping what marketing teams can accomplish and how they should think about their work. 
You’ll learn which AI applications actually move the needle, the power of a good hackathon and the skills every marketer needs to master. Wherever you are in your career, this episode will change how you approach your work tomorrow. 
Leader Generation is hosted by Tessa Burg and brought to you by Mod Op.
About Alan Kipust:
Alan Kipust is a senior product management executive with a distinguished track record building and scaling digital, logistics, and customer-centric businesses for some of the world’s most recognizable brands. Over a fifteen-year career at Amazon, Uber, Chewy and Ford Motor Company, he has led transformative initiatives across e-commerce, mobility, customer operations, and subscription ecosystems. Most recently, as Senior Director of Product Management for Ford’s Digital Experience organization, Kipust oversaw the company’s subscription commerce and advanced Ford’s global data privacy and commitments. Prior to Ford, he served as Senior Director of Customer Experience at Chewy, driving enterprise-wide customer experience strategy, deploying proprietary CRM systems, and helping maintain the brand’s industry-leading satisfaction rating.
With deep expertise in scaled operations, platform design, and technology-driven transformation, Kipust has shaped the digital and operational backbone behind major global businesses. At Uber, he served as Global Head of Vehicle Product Management, directing the product and fleet strategy for a 60,000-vehicle program that supplied a significant share of global driver availability. Earlier in his career, he spent seven years at Amazon, where he launched Amazon Flex and built Amazon Logistics’ first integrated customer-and-driver support operation. A holder of multiple U.S. patents and an advisor to several high-growth companies, Kipust is known for his product vision, operational rigor, and ability to build high-performing teams in complex, rapidly evolving environments. He can be reached on LinkedIn or at [email protected].
About Tessa Burg:
Tessa is the Chief Technology Officer at Mod Op and Host of the Leader Generation podcast. She has led both technology and marketing teams for 15+ years. Tessa initiated and now leads Mod Op's AI/ML Pilot Team, AI Council and Innovation Pipeline. She started her career in IT and development before following her love for data and strategy into digital marketing. Tessa has held roles on both the consulting and client sides of the business for domestic and international brands, including American Greetings, Amazon, Nestlé, Anlene, Moen and many more. Tessa can be reached on LinkedIn or at [email protected].

The search landscape has fundamentally shifted. 60% of Google searches now result in zero clicks. People are getting answers from AI without ever visiting websites.
If you've noticed declining organic traffic or wondered why your content isn't getting clicks despite good rankings, this episode reveals what's happening and what to do about it.
This compilation brings together five search and PR experts on how AI is changing buyer behavior and what actually works now. Jon Gillham from Originality.ai explains why citations, statistics, and quotes are essential for LLM visibility. Patty Parobek reframes the conversation with a surprising stat: Google grew by four ChatGPTs in 2024. Maurice White details the technical foundation that makes GEO work, while Chris Harihar explains why PR is now both top and bottom of the funnel. Gareth Cunningham ties it together with the reality that GEO only works when solid SEO fundamentals are in place.
The shift isn't about producing more content. It's about strategic placement, quality sourcing, and building topical authority that AI engines trust. From structured data to brand mentions, from Google Business profiles to cited content, this episode provides a roadmap for 2026 and beyond.
Featured Experts:
Jon Gillham - Founder of Originality.ai shares proven strategies for LLM visibility and avoiding AI content detection. Listen to the full episode
Patty Parobek - VP of AI and ML at Mod Op Transformation Breaks down the zero-click phenomenon and what it means for traffic strategies. Listen to the full episode
Maurice White, Senior SEO Strategist at Mod Op, details the technical foundation required before GEO optimization works. Listen to the full episode
Chris Harihar - EVP of PR at Mod Op explores how PR and SEO converge in the AI search era. Listen to the full episode
Gareth Cunningham - Director of Search Experience at Mod Op explains why GEO only works on top of solid SEO fundamentals. Listen to the full episode
This isn't about abandoning SEO. It's about evolving your strategy for how people actually research and buy today.

Every marketer has asked themselves the same question: Is AI coming for my job? 
In this episode of Leader Generation, Host Tessa Burg and David Berkowitz, Founder of High Caliber AI and the AI Marketers Guild, explore how marketers can start viewing AI as a collaborative tool instead of a threat to their careers.  
David talks about his latest work, The Non-Obvious Guide to Using AI for Marketing, and some of the unconventional ways companies are using AI to their advantage. He and Tessa delve into how AI can unlock opportunities that are unique to a company and brand, the role of AI results in reputation management and the value of experiential knowledge. 
Leader Generation is hosted by Tessa Burg and brought to you by Mod Op. 
About David Berkowitz:
David Berkowitz is the Founder of High Caliber AI and AI Marketers Guild, and the author of The Non-Obvious Guide to Using AI for Marketing (Ideapress, 2025). A longtime marketing strategist, David has led marketing and innovation for companies including Mediaocean, Storyhunter, Sysomos, MRY (Publicis), and 360i (Dentsu). He has contributed 600+ columns to outlets like Advertising Age, MediaPost, and VentureBeat, and spoken at 400+ events worldwide. He helps marketers harness AI to work smarter, stay creative, and strengthen customer connections. You can reach him on LinkedIn or at aimarketersguild.com and highcaliberai.com. 
About Tessa Burg:
Tessa is the Chief Technology Officer at Mod Op and Host of the Leader Generation podcast. She has led both technology and marketing teams for 15+ years. Tessa initiated and now leads Mod Op's AI/ML Pilot Team, AI Council and Innovation Pipeline. She started her career in IT and development before following her love for data and strategy into digital marketing. Tessa has held roles on both the consulting and client sides of the business for domestic and international brands, including American Greetings, Amazon, Nestlé, Anlene, Moen and many more. Tessa can be reached on LinkedIn or at [email protected].

If you’ve been watching AI tools race into marketing and tech, but aren’t sure what’s hype and what’s actually useful, this episode is for you. 
Mod Op’s Head of Technology in Calgary, Derek McBurney, unpacks how generative AI, code assistants and “vibe coding” are really changing the way digital experiences get built. He explains in plain language what AI code assistants actually do, when they genuinely speed teams up and when they quietly introduce bugs, tech debt or just plain slop.
You’ll hear concrete examples of using AI to handle tedious work—like transforming messy spreadsheets—so developers can spend more time on the creative, pixel-perfect experiences that matter most to customers. Derek also digs into how no-code and vibe-code tools are empowering marketers, designers and non-dev teammates to prototype real concepts quickly, without replacing the need for strong engineering fundamentals.
Throughout the conversation, Derek keeps coming back to two big themes: ambition and responsibility. He shares practical guidance for CMOs and marketing leaders on setting guardrails, protecting proprietary code, avoiding skill erosion and deciding when to build vs buy in an AI-driven world. Leader Generation is hosted by Tessa Burg and brought to you by Mod Op. 
About Derek McBurney:
Derek is the Head of Technology at Evans Hunt, focusing on delivering meaningful digital experiences and sharing his knowledge about building the web for humans. He’s been building websites ever since he first got online. At the age of 12, it was a fan site for the game Quake, with nothing more than a text editor to create some HTML. Now? Clients like Travel Alberta, Calgary Stampede, and Brookfield Residential, which compose builds using best-in-class technologies for performance, accessibility, and intuitive authoring to power beautiful and rich experiences. 
About Tessa Burg:
Tessa is the Chief Technology Officer at Mod Op and Host of the Leader Generation podcast. She has led both technology and marketing teams for 15+ years. Tessa initiated and now leads Mod Op's AI/ML Pilot Team, AI Council and Innovation Pipeline. She started her career in IT and development before following her love for data and strategy into digital marketing. Tessa has held roles on both the consulting and client sides of the business for domestic and international brands, including American Greetings, Amazon, Nestlé, Anlene, Moen and many more. Tessa can be reached on LinkedIn or at [email protected].

Mid-market leaders are facing a once-in-a-generation opportunity with AI, and this episode shows how to capitalize on it. 
John Powers, former CIO and Chief Transformation Officer at Deloitte and now Executive in Residence at Mod Op, shares practical ways to turn AI, data strategy and governance into real competitive advantage. He explains why smaller, more nimble companies can finally “punch above their weight,” how to spot the fastest wins and where custom, company-specific AI beats off-the-shelf tools.
You’ll hear how John partnered with Mod Op to stand up data leadership, why engineering the way you communicate makes AI dramatically more effective and how to rethink work so teams spend less time on administrative tasks and more time on growth. 
If you’re done “checking the AI box” and ready to drive measurable outcomes, this conversation gives you a clear path forward. Leader Generation is hosted by Tessa Burg and brought to you by Mod Op. 
About John Powers:
John is an accomplished senior advisor with decades of success driving transformation for global multi-nationals, now bringing that experience and expertise to Mod Op Strategic Consulting clients. As Deloitte’s Global Chief Transformation and Chief Information Officer he led enterprise-wide IT cloud migrations, modernized cybersecurity governance and implemented zero-trust principles to bolster resilience, while reducing cost, and improving service delivery. His experience in strategy, digital transformation, inorganic growth and organizational effectiveness is now dedicated to leveraging AI and Big Data to drive growth and profitability. John can be reached on LinkedIn or at [email protected]. 
About Tessa Burg:
Tessa is the Chief Technology Officer at Mod Op and Host of the Leader Generation podcast. She has led both technology and marketing teams for 15+ years. Tessa initiated and now leads Mod Op's AI/ML Pilot Team, AI Council and Innovation Pipeline. She started her career in IT and development before following her love for data and strategy into digital marketing. Tessa has held roles on both the consulting and client sides of the business for domestic and international brands, including American Greetings, Amazon, Nestlé, Anlene, Moen and many more. Tessa can be reached on LinkedIn or at [email protected].

What happens when AI and people work side by side instead of in competition? In this episode of Leader Generation, Tessa Burg talks with John Arnold, Head of Strategic CRM Advisory at Creatio. They discuss the company’s new global study on AI agents and no-code platforms, and what it reveals about the future of work.
John shares insights from more than 500 business and technology leaders who are redefining what it means to innovate. You’ll learn why AI is now a boardroom-level priority, how leading organizations are using it to grow—not replace—their teams and how no-code platforms are giving everyone, not just developers, the power to build solutions fast.
Whether you’re a marketer, salesperson or service leader, you’ll come away with a clear picture of how AI and no-code tools can help free up time, unlock creativity, and accelerate transformation without losing the human element. 
Leader Generation is hosted by Tessa Burg and brought to you by Mod Op. 
 
About John Arnold:
John Arnold is the Head of Strategic CRM Advisory at Creatio, a global vendor of an agentic CRM and workflow automation platform with no-code and AI at its core. A recognized expert in CRM strategy and digital transformation, John brings enterprise-level experience helping global organizations turn emerging technology into a driver of measurable business outcomes.
Before joining Creatio, John held principal advisory and analyst roles at Adobe and Forrester, where he worked with executive teams to develop customer-centric technology strategies. At Creatio, he helps organizations shift from feature-led CRM systems to outcome-driven, AI-powered growth platforms that are agile, adaptive, and built around customer experiences.
John is currently leading the development of Creatio’s AI-first CRM maturity models and best practices to guide enterprises in defining, customizing, and scaling their transformation journeys. His mission is to help leaders reimagine agentic CRM and no-code composability as a competitive advantage.
About Tessa Burg:
Tessa is the Chief Technology Officer at Mod Op and Host of the Leader Generation podcast. She has led both technology and marketing teams for 15+ years. Tessa initiated and now leads Mod Op's AI/ML Pilot Team, AI Council and Innovation Pipeline. She started her career in IT and development before following her love for data and strategy into digital marketing. Tessa has held roles on both the consulting and client sides of the business for domestic and international brands, including American Greetings, Amazon, Nestlé, Anlene, Moen and many more. Tessa can be reached on LinkedIn or at [email protected].

What happens when a marketing agency invests $10 million in AI—not to replace people, but to empower them? 
In this episode of Leader Generation, Tessa Burg talks with Eric Bertrand, CEO of Mod Op, to reveal how the agency’s bold investment is reshaping the future of marketing. Together, they break down how AI is transforming the work behind the work—from automating repetitive tasks to unlocking new levels of creativity, personalization and speed to market.
Listeners will get a behind-the-scenes look at Mod Op’s people-first approach to AI and hear how it’s helping clients move faster, think smarter and deliver more value than ever before. Eric shares insights on what it really takes to integrate AI responsibly, build connected data systems and evolve teams into strategic powerhouses.
If you’re curious about the real-world impact of AI in marketing — beyond the headlines — this episode offers an inside look at how a forward-thinking agency is transforming both its own operations and its clients’ success. Leader Generation is hosted by Tessa Burg and brought to you by Mod Op. 
About Eric Bertrand:
C-level executive and entrepreneur having operated and managed Companies, including start-ups, growth stage and publicly traded Companies. PE/VC fund manager having invested over $400 million in 50+ companies over the past 20 years. Investments have been in multiple industries, with expertise in Media & Entertainment, Retail, Consumer Products, Business Services and Information Technology. Eric can be reached on LinkedIn or at [email protected].
About Tessa Burg:
Tessa is the Chief Technology Officer at Mod Op and Host of the Leader Generation podcast. She has led both technology and marketing teams for 15+ years. Tessa initiated and now leads Mod Op's AI/ML Pilot Team, AI Council and Innovation Pipeline. She started her career in IT and development before following her love for data and strategy into digital marketing. Tessa has held roles on both the consulting and client sides of the business for domestic and international brands, including American Greetings, Amazon, Nestlé, Anlene, Moen and many more. Tessa can be reached on LinkedIn or at [email protected].
 

AI isn’t just about writing emails faster; it’s about capturing and scaling the expert knowledge that actually wins deals. 
In this conversation, Vivun’s Chief AI Officer Joseph Miller explains why most “just add a chatbot” projects stall, and how building a real-world model of your business (your terms, processes, and judgments) unlocks meaningful results. He breaks down the difference between low-stakes productivity and high-stakes outcomes—and what it takes to get from New York to San Francisco, not just Newark.
You’ll hear practical guidance for marketers, sales leaders, and operators: how to codify tribal knowledge, ground AI in your company’s definitions, and design iterative experiments that deliver time-to-value. If you’re tired of hype and want an honest blueprint for using AI to empower teams—not replace their judgment—this episode is for you.
Leader Generation is hosted by Tessa Burg and brought to you by Mod Op. 
About Joseph Miller:
As the Chief AI Officer and co-founder of Vivun, Joseph Miller, PhD, leverages his expertise in AI/ML and causal inference to build complex agentic systems. He is nationally recognized for his work in AI labor disruption and algorithmic strategies, and has appeared on platforms such as Bloomberg and Nasdaq. Joseph also guest lectures on AI, entrepreneurship and quantitative finance.
About Tessa Burg:
Tessa is the Chief Technology Officer at Mod Op and Host of the Leader Generation podcast. She has led both technology and marketing teams for 15+ years. Tessa initiated and now leads Mod Op's AI/ML Pilot Team, AI Council and Innovation Pipeline. She started her career in IT and development before following her love for data and strategy into digital marketing. Tessa has held roles on both the consulting and client sides of the business for domestic and international brands, including American Greetings, Amazon, Nestlé, Anlene, Moen and many more. Tessa can be reached on LinkedIn or at [email protected].

Doing more with less in B2B? This episode shows you how—without burning out your team or your budget. 
Tessa Burg talks with B2B leaders, Hannah Woodham and Jenelle Maddox, to map out what’s actually working as teams plan for 2026. They break down the wins from 2024–2025, including first-party data, smarter AI, and high-quality content. Then, share where to invest next so you can reach complex buying networks and still prove ROI.
You’ll hear practical ways to streamline work, personalize at scale, and boost brand visibility in LLMs—without chasing every shiny object. If you want clear steps to align marketing with business goals, improve performance metrics, and make your budget work harder, this conversation gives you the playbook. 
Leader Generation is hosted by Tessa Burg and brought to you by Mod Op. 
About Hannah Woodham:
With over 15 years of experience driving paid channel marketing strategy in a dynamic agency environment, Hannah focuses on leading teams that deliver performance-driven results. Throughout her career, she’s helped brands across B2B industries scale their reach, optimize their media investments, and achieve measurable growth through innovative paid strategies. Hannah has a passion for combining data, creativity and emerging technologies—including AI—to build campaigns that not only perform but transform. Hannah can be reached on LinkedIn or at [email protected]. 
About Jenelle Maddox:
Jenelle Maddox is Vice President of Client Success at Mod Op, with more than 15 years of experience leading teams and advising global enterprise clients. She brings executive leadership and marketing strategy expertise to help organizations navigate digital transformation and drive growth, leveraging data-driven marketing, customer experience strategies, and technology enablement to ensure alignment with business goals and measurable outcomes. Jenelle is recognized for developing and scaling both client and employee satisfaction by creating clarity from complexity as a servant leader and multiplier, driving cross-functional alignment to achieve collective success. Jenelle can be reached on LinkedIn or at [email protected]. 
About Tessa Burg:
Tessa is the Chief Technology Officer at Mod Op and Host of the Leader Generation podcast. She has led both technology and marketing teams for 15+ years. Tessa initiated and now leads Mod Op's AI/ML Pilot Team, AI Council and Innovation Pipeline. She started her career in IT and development before following her love for data and strategy into digital marketing. Tessa has held roles on both the consulting and client sides of the business for domestic and international brands, including American Greetings, Amazon, Nestlé, Anlene, Moen and many more. Tessa can be reached on LinkedIn or at [email protected].

In the fast-changing world of search, generative AI is rewriting the rules—and your old SEO playbook won’t cut it. 
In this episode of Leader Generation, guest host Patty Parobek teams up with Mod Op’s Gareth Cunningham and Maurice White to decode Generative Engine Optimization (GEO) and the strategies that will keep your brand visible when AI-driven search takes the lead. Using the iconic “Periodic Table of SEO Elements” as their guide, they reveal what’s still relevant, what’s rising in importance and what you can skip in the AI era.
You’ll hear practical tips on how to structure your content so both search engines and AI tools can understand it, build brand authority that goes beyond backlinks and make sure your technical foundations are strong before adding GEO tactics. The conversation focuses on a balanced, long-term approach—starting with the changes that will have the biggest impact, avoiding overwhelm and combining SEO with PR, branding and other marketing efforts.
Whether you’re just starting to explore GEO or looking to refine your strategy, this episode delivers expert guidance on navigating the shift toward a semantic, AI-powered web. GEO isn’t a sprint, but a marathon. Making smart, sustainable moves today can keep your brand visible well into the future. Leader Generation is brought to you by Mod Op. 
About Gareth Cunningham:
Gareth Cunningham stands at the intersection of creativity and analytics in his role as the Director of Search Experience at Mod Op. He leverages his experience in digital marketing to shape the online presence of national and international brands. Gareth consistently delivers strategies that increase organic traffic and improve search rankings for clients. His innovative approaches and dedication to measurable results have cemented his reputation as a dynamic leader in search engine optimization. Gareth can be reached on LinkedIn or at [email protected]. 
About Maurice White:
Maurice White is a seasoned SEO Strategist at Mod Op, with more than a decade of experience in digital strategy, technical SEO, and product management. He focuses on developing search strategies that not only increase a website’s visibility in organic search results but also guide visitors through a thoughtfully–crafted user journey toward conversion. Maurice is actively exploring ways to leverage generative AI technologies to enhance website performance, user engagement and alignment with the evolving digital landscape. Maurice can be reached on LinkedIn or at [email protected]. 
About Patty Parobek:
As Vice President of AI Transformation, Patty leads Mod Op’s AI practice group, spearheading initiatives to maximize the value and scalability of AI-enabled solutions. Patty collaborates with the executive team to revolutionize creative, advertising and marketing projects for clients, while ensuring responsible AI practices. She also oversees AI training programs, identifies high-value AI use cases and measures implementation impact, providing essential feedback to Mod Op’s AI Council for continuous improvement. Patty can be reached on LinkedIn or at [email protected].