Avinash Kaushik, of Human Made Machine, on rethinking modern brand marketing with AI

Kevin Lee sits down with Avinash Kaushik to explore how AI is reshaping modern brand marketing—from creative strategy to measurement. They cover why 60–70% of brand success comes down to creative, how to use Avinash’s “See, Think, Do, Care” framework to align storytelling with intent, and why matching creative to attention span (TikTok vs. CTV, short vs. long form) is critical. They also dig into: The evolving role of influencers and creators When and where AI-generated creative actually works How CFOs will accelerate the shift to AI in creative production Why marketers must move from vanity metrics to outcome metrics and incrementality If you care about where brand, performance, and AI are really heading—and how to stay ahead of that curve—this conversation is for you.