Mind the Model: The Modern Marketer's Guide to AI

Emmalee Crellin and Nathan Guerra
  • 5.0 (1)
  • MARKETING
  • UPDATED BIWEEKLY

Buckle up! "Mind the Model: The Modern Marketer's Guide to AI" is here to cut through the BS and provide insight into how advertising and marketing teams are really using AI. Join Emmalee Crellin and Nathan Guerra, two seasoned advertising pros based in sunny Sydney, as they empower you to confidently integrate AI into your daily work. Each episode, Em and Nate, along with a special guest—from CMOs and agency leaders to consultants and "aifluencers"—will demystify what's happening in AI. You'll get practical, real-world applications and specific "how-to" insights to immediately start using AI in your work, understanding their concerns, wins, failures, and top tips. We translate the complex world of AI into immediate, day-to-day applications, helping you confidently get started and 'do more' with AI, regardless of your current expertise. Learn in an engaging and accessible format, exploring how to use AI to get better at your job, and confidently accelerate your journey with it. Send your questions or ideas for future guests to mindthemodelpod@gmail.com.

  1. Mind the Model: 013 Millie Marconi

    MAY 5

    Mind the Model: 013 Millie Marconi

    Welcome to Episode 013 of Mind the Model: The Modern Marketer's Guide to AI! Your hosts, Emmalee Crellin and Nathan Guerra, sit down with Millie Marconi — a seasoned entrepreneur who spent nine years growing a marketing agency before founding TestFeed, a VC-backed AI platform that's reimagining how businesses access market research. Millie breaks down the world of "synthetic audiences" — AI-generated panels built from real human data that make consumer insights accessible to businesses that could never afford traditional research. She walks us through how it works, where it gets it right (and wrong), and why she believes over 70% of market research will be synthetic by 2028. This episode covers: Democratising Market Research: How TestFeed delivers on-demand synthetic audiences — putting consumer insights within reach for companies of all sizes, not just the big players. Trust & Reliability: How TestFeed uses peer-reviewed "semantic similarity rating" to validate AI panels against real human panels — and course-correct when they diverge. Marketing to AI Agents: Millie's vision for a future where AI agents make purchasing decisions — and why marketers will need to learn how to market directly to machines.📚 Resources & LinksTestFeed: https://testfeed.ai/ Millie on LinkedIn: https://www.linkedin.com/in/millie-maronei-11b22b7a/ Prompt Cowboy: https://www.promptcowboy.com/ 🎧 If you liked this episode, follow, rate, and share Mind the Model with your fellow AI-curious friends — it really helps us grow! 💌 Got thoughts or ideas for future episodes? Drop us a message at mindthemodelpod@gmail.com.

    32 min
  2. Mind the Model: Ep 012 Catherine Rushton

    MAR 30

    Mind the Model: Ep 012 Catherine Rushton

    People First, AI Second — with Catherine Rushton Episode Overview: Nathan Guerra and Emmalee Crellin are back to dive into the intersection of human intuition and machine learning. In this episode, they sit down with Catherine Rushton (affectionately known as "Crush"), the Chief Strategy Officer and Partner at ⁠This is Flow⁠. Crush shares how her agency uses AI to empower their team and why she believes human intuition remains the ultimate competitive advantage. The TL;DR The AI Breakup: Both Em and Crush discuss their recent "divorces" from ChatGPT in favour of Claude, citing better tone and writing capabilities — though they note Claude's high token consumption. The "Happy People Project": Rather than a technology-first approach, This is Flow uses a people-first philosophy. They empower junior staff to audit their own workflows and identify "unhappy" manual tasks for AI automation — speeding up the menial so humans can slow down on what matters.About Our Guest Catherine Rushton is an award-winning strategist with over 15 years of experience driving high-impact communications for global brands like Dove, Chanel, and Volvo. Now a partner at This is Flow, she focuses on building elite, high-performing teams that can outperform algorithms by leveraging human intuition. 📚 Resources & Links from this Episode Crush's Prompting Tip: "Outsource" your prompting by asking the AI itself to write the best prompt based on your verbalised thoughts. Take your AI for a walk! Speech vs. Typing Efficiency: A Stanford University study found that speech recognition is over 3x faster than typing on mobile keyboards for English users. Level up your dictation game with Wispr Flow:⁠ https://wisprflow.ai/⁠ Switching to Claude?: Divorcing ChatGPT and flirting with Claude? Import your context and memory from other LLMs here:⁠ https://claude.com/import-memory⁠🎧 Enjoying Mind the Model? If you liked this episode, follow, rate, and share Mind the Model with your fellow AI-curious friends.  It really helps us grow and keep these conversations going! 💌 Got thoughts or ideas for future episodes? We'd love to hear from you! Drop us a message at mindthemodelpod@gmail.com. Your questions and suggestions help shape the conversations we have on the show.

    43 min
  3. Mind the Model: Episode 011: Pip Bingemann

    MAR 10

    Mind the Model: Episode 011: Pip Bingemann

    Hosts: Nathan Guerra & Emmalee Crellin Guest: Pip Bingemann, Co-Founder and CEO of Springboards.ai Hosts Nate and Em welcome Pip Bingemann, CEO of Springboards, a company he co-founded with his wife, Amy Tucker, after a 2022 layoff. Initially built to address agency "pitching problems," Springboards evolved with the addition of co-founder Kieran Brown. The company uses AI as an inspiration tool, baking in variation to "inspire the most interesting idea" rather than giving the "most likely answer." The Meat & Potatoes: Springboards: AI as an Inspiration Engine: The core mission is to inject variation into AI, shifting its role from an "answer generator" to a tool that inspires original ideas, countering the homogeneity of models like ChatGPT. The Future of Agency Billing: Pip advocates moving away from head-hour billing to value- or outcome-based models. The current system misaligns incentives in an AI-accelerated world, with pressure for change possibly coming from traditional sectors like law and finance. Creativity as Pattern-Breaking: Pip defines creativity as "breaking patterns." He questions the capacity of pattern-following AI models to genuinely achieve radical, unpredictable creative input, necessitating architectural changes.Quote of the Week "The idea of billing for time in a world of AI doesn't make any sense.” - Pip Bingemann Mentioned Links & Resources: Anthropic’s Super Bowl ads that takes aim at OpenAI - https://www.thedrum.com/news/claude-s-first-super-bowl-campaign-asks-if-ads-belong-in-ai Springboard’s recent ad that mimics/mocks OpenAI - https://www.bandt.com.au/stop-outsourcing-creativity-to-machines-springboards-highlights-the-peril-of-ai-produced-ads-with-parody-spot/ Check out the work of Springboards here - https://springboards.ai/ and their monthly newsletter Sparks - https://www.linkedin.com/newsletters/7393517069868228608/ Mind the Model: Got questions? Email the show at mindthemodelpod@gmail.com Reach out to Pip via his LinkedIn if you’re interested in beta testing their latest version: https://www.linkedin.com/in/pipbingemann/

    44 min
  4. Mind the Model: Episode 010: Kiri Masters

    FEB 24

    Mind the Model: Episode 010: Kiri Masters

    Hosts: Nathan Guerra & Emmalee Crellin Guest: Kiri Masters (Retail Media Breakfast) Retail media is booming, but are AI shopping bots about to disrupt the entire ecosystem? We brought in the big guns. Kiri Masters is the host of Retail Media Breakfast Club, a daily podcast and newsletter that provides sharp, actionable insights into the fast-evolving retail media landscape. Informed by a decade in the industry, she built the award winning agency Bobsled Marketing before its acquisition in 2022. She writes regular columns for Forbes, The Drum, and WARC, and has been named a Top Retail Expert by RETHINK Retail for four consecutive years. She drops in fresh from the NRF Big Show in New York City to break down the future of retail media, "agentic shopping," and exactly how brands need to adapt. Quote of the Week: "Look at this agentic pathway as a new surface to reach customers." Mentioned Links & Resources: Check out the current state of AI and frontier model intelligence over time here: https://artificialanalysis.ai/trends#frontier-language-model-intelligence-over-time Google’s recent release for UCP (Universal Commerce Protocol): https://blog.google/products/ads-commerce/agentic-commerce-ai-tools-protocol-retailers-platforms/Find Kiri at: https://www.retailmediabreakfastclub.com/ https://www.linkedin.com/in/kiri-masters/ Mind the Model: Got questions or feedback? Email the show at mindthemodelpod@gmail.com

    40 min
  5. Mind the Model: Episode 009: Martin Bertilsson

    FEB 9

    Mind the Model: Episode 009: Martin Bertilsson

    Season 2, Episode2 Hosts: Nathan Guerra & Emmalee Crellin Guest: Martin Bertilsson (Founder of AIMSOO) Is the AI bubble about to burst? Maybe, but it’s not 1999 all over again. In this episode, Nathan and Emmalee sit down with Martin, ex-Google veteran turned AI founder.. From the "devastation" of traditional creative work to the rise of the "AI Butler" who gatekeeps your customers, Martin lays out a future where Generative Engine Optimization (GEO) eats SEO for breakfast. If you aren't optimizing your data for the machines, you’re basically invisible. The Meat & Potatoes: RIP, SEO. Hello, GEO: Forget clicks. It’s about verifying your data so AI models (the new gatekeepers) trust you enough to serve your answer. The "Butler" Effect: Marketing is no longer about convincing a human; it’s about convincing the AI assistant that summarizes the world for them. Ad-pocalypse Now: Think AI is free forever? Think again. Martin predicts 2026-2027 will be the "golden years" for advertising as ads inevitably flood AI interfaces.Quote of the Week: "You must treat AI the way you treat death" — Martin Mentioned Links & Resources: AMSO: Martin’s startup solving the discovery problem for small businesses. Check out AIMSOO.ai Check out Martin’s LinkedIn Newsletter: Feed the Machine: https://www.linkedin.com/newsletters/feed-the-machine-7343126532489388032/ Mind the Model: Got questions? Email the show at mindthemodelpod@gmail.com

    38 min
  6. Mind the Model: Episode 008: Adam Goodman

    JAN 26

    Mind the Model: Episode 008: Adam Goodman

    Mind the Model is back, after our Australian Summer break. This week we’re talking to Adam Goodman.  Adam is the Director of AI in Advertising APAC for Microsoft Advertising, where he is responsible for helping launch new and future advertising experiences. We caught up with Adam right before Christmas and had a wide ranging discussion. If you’re after his prompting secret sauce it’s: Context, Outcome, Tone Get in touch with Adam here: https://www.linkedin.com/in/angoodman/ More info about Microsoft AI: https://microsoft.ai/ https://copilot.microsoft.com/ https://about.ads.microsoft.com/en

    45 min
  7. Mind the Model: Episode 007: Natalia Talkowska

    12/03/2025

    Mind the Model: Episode 007: Natalia Talkowska

    📚 Resources & Links from this EpisodeBook Natalia recommended The Creative Act: A Way of Being by Rick Rubin Amazon AU: https://www.amazon.com.au/Creative-Act-Way-Being/dp/1838858660Follow Natalia & the Creative Brain Club Creative Brain Club on Substack: https://creativebrainclub.substack.com/Connect with Natalia Email: hello@natalkadesign.com Website: https://www.natalkadesign.com/ LinkedIn: https://www.linkedin.com/in/nataliatalkowska/🎧 Enjoying Mind the Model?If you liked this episode, follow, rate, and share Mind the Model with your fellow AI-curious friends — it really helps us grow and keep these conversations going! 💌 Got thoughts or ideas for future episodes?We’d love to hear from you!Drop us a message at mindthemodelpod@gmail.com — your questions and suggestions help shape the conversations we have on the show.

    48 min
  8. Mind the Model: Episode 006: Gai Le Roy

    11/17/2025

    Mind the Model: Episode 006: Gai Le Roy

    Show NotesSir Martin Sorrell on the future of advertising with AIInsightful commentary on how artificial intelligence is reshaping creative work, media efficiency, and the structure of modern agencies. Read more: https://www.mediaweek.com.au/sxsw-sydney-five-ways-ai-is-redefining-advertising-according-to-sir-martin-sorrell/IAB AustraliaA valuable source of industry standards, research, and learning materials for advertising and digital media professionals.Explore their work: https://iabaustralia.com.au/ Access the AI resource guide curated by the AI Working Group: https://iabaustralia.com.au/resource/ai-unlocked-a-resources-learning-guide-for-the-ad-industry/ 🎧 Enjoying the show?If you liked this episode, follow, rate, and share Mind the Model with your fellow AI-curious friends — it really helps us grow! 💬 We’d love to hear from you!Got thoughts, questions, or ideas for future episodes? Drop us a message at mindthemodelpod@gmail.com. Your suggestions help shape the conversations we have on the show.

    46 min
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Buckle up! "Mind the Model: The Modern Marketer's Guide to AI" is here to cut through the BS and provide insight into how advertising and marketing teams are really using AI. Join Emmalee Crellin and Nathan Guerra, two seasoned advertising pros based in sunny Sydney, as they empower you to confidently integrate AI into your daily work. Each episode, Em and Nate, along with a special guest—from CMOs and agency leaders to consultants and "aifluencers"—will demystify what's happening in AI. You'll get practical, real-world applications and specific "how-to" insights to immediately start using AI in your work, understanding their concerns, wins, failures, and top tips. We translate the complex world of AI into immediate, day-to-day applications, helping you confidently get started and 'do more' with AI, regardless of your current expertise. Learn in an engaging and accessible format, exploring how to use AI to get better at your job, and confidently accelerate your journey with it. Send your questions or ideas for future guests to mindthemodelpod@gmail.com.

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