I recently joined Mateo on Bervejillo The Future of the Future podcast to talk about two of my favourite things: AI and marketing — and how the intersection of both is transforming everything from content creation to career paths.
In our conversation, we explored the story of how I got started in tech, the way my global journey shaped my marketing philosophy, and why I believe curiosity is the most underrated career skill — especially in a world driven by generative AI.
We also dove into:
How I use automation and custom GPTs to create SEO-optimised content at scale
Why most marketers are still underutilising AI — and what to do about it
My perspective on quantity vs quality in the age of LLMs
The story behind my stand-up comedy awards and what comedy taught me about branding
Why professionals in every field should start building their own AI tools right now
Here’s a full breakdown of the conversation — and my biggest takeaways for anyone navigating marketing, content, or career growth in 2026 and beyond.
Watch the video: FOF 142 | AI in Marketing with Victoria Olsina.
My Path: Curiosity, the Early Internet, and a Life in Global Marketing
My journey into marketing and technology didn’t start with a roadmap — it started with curiosity.
At nine years old, I persuaded my parents to get internet access at home. I didn’t know then that my first task (downloading a tiny MP3 over dial‑up) would foreshadow a lifelong obsession with research, networks, and how information flows online.
That early exposure planted a seed that later blossomed into:
A degree in advertising and multimedia design
Professional roles across agencies and brands in the UK, NZ, and beyond
An SEO career focused on helping companies be found in an ever‑denser digital landscape
Living and working across Argentina, New Zealand, and London taught me that successful marketing isn’t just technical — it’s cultural, human, and adaptive. Understanding context is as important as understanding keywords.
AI Isn’t Coming — It’s Here, and It’s Reshaping Marketing
One of the most common questions I see in keyword research around AI and marketing is:
Will AI replace marketers?
My answer?
Not exactly. AI will replace the tasks marketers do that can be automated — and elevate the rest.
AI isn’t just a tool you open and ask a few questions in. The real transformation comes when you build systems around AI:
Custom GPTs
Automated workflows
Repurposing pipelines
Low‑code/no‑code integration (Make, n8n, Zapier, Replit)
That’s the level where marketers stop using AI and start leveraging it.
And the payoff is huge: what once took teams of people — like keyword research, content briefs, writing, optimisation, republishing — can now happen in minutes instead of days.
The New Visibility Frontier: SEO Meets GEO
Traditional SEO is about ranking on Google. But in 2025+, we’re in the era of Generative Engine Optimisation (GEO) — optimising content so language models can find it, understand it, and elevate it.
Today’s LLMs pull content from places like:
Your website
YouTube
Reddit
Wikipedia
Social platforms
That means if your content exists in only one place, you’re missing vast opportunity for discovery as AI becomes the default search interface.
So I always ask:
Would you rather hire 50 people to generate content… or train an AI system to do it for you?
The answer — in most practical business cases — increasingly favors automation.
AI Workflows I Use: Automate First, Human Check Later
For my own content ecosystem, I don’t have humans in the loop — because I trust the systems I’ve built.
Here’s basically how it works:
Idea or source content — usually a video or podcast
Script generation — custom GPT writes SEO‑optimised script
Repurpose — the system automatically formats and publishes into:
Blog posts
LinkedIn posts
Reddit threads
X (Twitter) threads
Medium articles
YouTube descriptions
Auto‑optimisation — each piece is structured for the platform and for LLM discovery
A single piece of source content becomes dozens of usable assets across platforms — without manual intervention.
And that means visibility on more surfaces where audiences search and where AI sources answers.
The Human in the Loop — When It Still Matters
Clients — especially enterprise teams — often prefer a human review before publishing. That’s fine. It’s smart. Quality control will always matter.
But here’s the key distinction:
Automation handles scale
Humans shape voice, brand, nuance
You don’t need to monitor every post manually — you need systems that generate good drafts you can improve.
What Most Marketers Are Not Doing
From the conversation, I shared a simple categorisation of how the industry currently uses AI:
Power Users (~5–10%)
Building custom tools, bots, and workflows that scale work exponentiallyOccasional Users (~40%)
Using ChatGPT here and there but without structured automationMost Marketers (~50%)
Either unsure, scared, or still on the sidelines
The divide isn’t about age or intelligence — it’s about curiosity and action.
If you’re not experimenting, you’re not learning — and if you’re not learning, you’re falling behind.
Automation Isn’t Just Technical — It’s Creative
One of the themes we explored was quantity vs quality.
In marketing today, both matter — but for different reasons:
Quantity ensures presence across many surfaces AI indexes
Quality ensures that presence resonates with audiences
So the process isn’t:
Create more content.
It’s:
Create systems that generate strategically structured content at scale.
That’s why repurposing one video into 8–12 pieces of optimised output matters so much. It keeps your brand present everywhere AI is looking — and everywhere humans are consuming.
Creativity and Humor — What Stand‑Up Taught Me
Another memorable part of our conversation was about my stand‑up comedy experience: competing, winning awards, and performing across the UK.
Comedy taught me something few marketers learn in business school:
Understanding people — their language, context, and emotion — is the heart of messaging.
Marketing isn’t just technical optimization:
It’s cadence
It’s tone
It’s cultural nuance
It’s making people feel something
Whether in humor or SEO, it’s the deep understanding of human psychology that creates connection — not just keywords.
The Future of AI and the Human Role
We spoke about bigger themes too — from cognitive enhancement to neural tech, ethics, and geopolitics. One message stood out:
You don’t have to fear AI — but you do have to engage with it intentionally.
Avoidance isn’t a strategy.
Curiosity, experimentation, and building — even imperfectly — is a strategy.
My Advice for Young Professionals (and Anyone Planning a Career)
If you take only one thing from our conversation, let it be this:
Cultivate curiosity — and then act on it.
Curiosity starts conversations.
Experimentation leads to learning.
Application drives results.
Whether you’re a musician, marketer, engineer, analyst, or creator of any kind — if you:
Identify a pain point…
Build a tool or system to address it…
And then monetise that output…
…you’re doing more than adapting — you’re leading.
Closing Thoughts
I’m grateful for the conversation on The Future of the Future. Podcast interviews are more than publicity — they’re opportunities to reflect, clarify, and share frameworks that help others think forward.
AI, SEO, and creativity are not separate disciplines. They are interconnected forces shaping how work gets done — and who gets seen doing it.
If you’re curious, adaptive, and willing to build — there’s no limit to what you can do.
