AI In Marketing

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]. 
 

In this episode of Leader Generation, host Tessa Burg welcomes back Patty Parobek, Mod Op’s VP of AI and ML Transformation, for a candid conversation about how marketers can thrive in the age of “zero click.” 
With Google increasingly providing AI-powered answers directly in search results, fewer people are clicking through to websites. For companies that have long depended on organic traffic, this shift raises an urgent question: What does success look like when clicks aren’t the main measure anymore?
Patty shares fresh insights inspired by Rand Fishkin’s work, breaking down why SEO isn’t dead but why marketers must rethink how they capture attention and build trust. She explains how to uncover where audiences are really being influenced, how to measure success beyond traffic and why investing in research and authenticity is more important than ever.
If you’ve been wondering how to compete when Google answers questions before people ever reach your site, this episode is a must-listen. Leader Generation is hosted by Tessa Burg and brought to you by Mod Op. 
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].
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 flood of AI-generated content has made it harder than ever to know what’s real, and easier than ever to lose trust. 
In this episode of Leader Generation, Tessa Burg talks with Shouvik Paul, COO of Copyleaks, about how marketers can create and protect content while building trust. Shouvik shares experience scaling multiple SaaS companies to successful exits, and how those same principles—like recurring revenue and scalable systems—can help marketers build sustainable growth rather than chasing short-term wins.
Listeners will hear practical ways to use AI to speed up research, personalize marketing at scale and tap into customer data for new opportunities—all while avoiding the pitfalls of overreliance. Shouvik explains why keeping a human in the loop is critical, what happens when AI “hallucinates” and how legal and IP issues are evolving around AI-generated content.
This conversation delivers insight and actionable advice, providing a clearer picture of how to balance AI’s speed and scale with human creativity, originality and responsibility. Leader Generation is hosted by Tessa Burg and brought to you by Mod Op. 
About Shouvik Paul:
Shouvik Paul is the Chief Operating Officer of Copyleaks, an Inc. 5000-recognized company and leading AI-powered platform for text analysis, content authenticity, and generative AI governance. Trusted by enterprises, educational institutions, and governments worldwide, Copyleaks enables organizations to verify content originality, detect AI-generated and AI-influenced material, and stay compliant amid rapidly evolving AI technologies and regulations. With over 25 years of experience scaling and exiting SaaS companies across the EdTech and MediaTech sectors, Shouvik brings deep operational and go-to-market expertise. Shouvik is at the forefront of advancing responsible AI adoption, helping organizations navigate the complexities of content integrity, copyright protection, and regulatory compliance in an ever-evolving AI landscape.
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 if you could boost marketing performance, cut costs, and launch campaigns in minutes, not days? 
In this episode of Leader Generation, Tessa Burg talks with Martin Kristiseter about the real-world impact of AI on performance marketing. From automating tedious workflows to using data-driven insights for creative optimization, Martin shares how his team is using AI to deliver measurable outcomes while keeping transparency front and center.
Martin also opens up about his path to CEO and how his team is navigating rapid change without losing sight of people. He offers practical advice for leaders who want to integrate AI without the hype, create new roles (not just cut old ones), and build trust with clients in a tech-driven landscape. 
If you’re looking to make smarter marketing decisions—and move faster while doing it—this conversation is packed with insights you can use right now. Leader Generation is hosted by Tessa Burg and brought to you by Mod Op. 
 
About Martin Kristiseter:
Martin Kristiseter is an accomplished entrepreneur and digital executive with 20 years of experience in digital media, ad technology, and programmatic solutions. He currently serves as the CEO of Digital Remedy, a Performance Media Company built for brands, agencies, and media companies. Krisitiseter previously launched the digital advertising business at Marketron that transformed a declining revenue management and radio traffic business (SaaS) into a growth company through Pitch — an omni-channel workflow, sales enablement, fulfillment, and reporting platform for media companies. He is a graduate of the University of Colorado, where he earned a BA and MBA in 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].