Peter Prodromou, president of marketing and PR agency Boathouse, joins host Matthew Schwartz to talk about how the rise of generative AI is affecting marketing communications as well as agency-client relations. “There’s an opportunity for organizations to blend generative AI with human storytelling and for using AI to be smarter rather than just placing content,” says Prodromou, whose clients include Mass General Brigham, Project Liberty, and Eversource. Amid the onslaught of AI, he adds, marketers must be clear on what the most important metrics are for boosting engagement and driving growth. “Use [AI] to assess the data and come up with better insights.”