Steve Seddon, CMO of Ice Travel Group, warns against the temptation of using generative AI to churn out content just to tick off platform requirements, as he makes the case for combining human creativity with tech, in the latest episode of MAD//Fest's partner podcast Shiny New Object.

For Steve Seddon, using brand and distinctive assets in performance marketing is more important than ever.And as the CMO of Ice Travel Group and an experienced travel marketer, Steve warns against the temptation of using generative AI to churn out content just to tick off platform requirements, losing the connection with consumers that distinctive assets can create.

Making marketing more accessible

Reflecting on what advice he’d give a student looking to join the industry, Steve shared how passionate he is about making marketing more accessible, regardless of background and schools you’ve been able to attend. There are lots of free resources out there, and social platforms like LinkedIn and X, despite their shortcomings, can be a great way to learn and follow the people you want to connect with.

Steve’s tip is to always “just be you” and do things to stand out, but being true to yourself so you don’t get “caught out.”

Speaking of top tips, Steve’s top data driven marketing tip goes back to the basics - know your consumer and your product. It may be basic but, as he puts it, “you’ll be surprised at how many marketers haven’t tested their own product.”

Why Brand Assets Matter

It may seem strange to say that brand distinctive assets are not being used in performance marketing, but Steve is warning of the danger of brand and performance teams becoming increasingly separate as marketers search for ROAS and ticking off what will make their content perform well on social platforms.

For PPC and meta, using your brand’s tone of voice and your human creativity is what will set you aside from those companies that just resort to AI to get optimised, impersonal messages out. Don’t let the A in AI stand for “average” when it comes to your messaging, but use tech and data to inform creativity and ensure you continue to stand out and build meaningful connections with consumers.

Tune in to the podcast to get the full conversation.

The host of the Shiny New Object podcast is Tom Ollerton, founder of Automated Creative.