Why Better AI Doesn’t Automatically Lead to Better Marketing Decisions
with Tiffany Mullin-Radosevich, VP of Growth Operations at aytm
Audio Only
Episode Description
Better AI does not automatically produce better marketing decisions. As AI tools become widely available, the real advantage comes from proprietary customer understanding, trustworthy data, and the human judgment to know which insights actually matter.
On StrategyCast, Lori Jones talks with Tiffany Radosivich, VP of Growth Operations at AYTM, about the changing relationship between AI, consumer insights, and marketing strategy. They explore why marketing and insights teams are becoming more integrated, how leaders can evaluate AI-generated answers, and why faster access to data can create risk when the underlying context is weak.
Listen & Learn
You’ll hear:
• Why consumer insights are shifting from a centralized research function toward an integrated decision-making capability
• How proprietary customer data can differentiate your AI outputs when everyone has access to similar technology
• The questions marketers should ask before trusting an AI-generated insight enough to make a business decision
• Why repetitive, rules-based work is well suited for AI, while context, empathy, and strategic judgment still require people
• How AYTM uses AI agents to accelerate marketing production while keeping humans involved in evaluating the output
• Why creating more content simply because AI makes it possible can work against marketing effectiveness
• How governance can help teams maintain consistent brand, data, and research standards across AI tools
• Why leaders should reinvest time saved by automation into customer understanding, curiosity, collaboration, and strategic thinking
Guest Bio
Tiffany Mullin-Radosevich is VP of Growth Operations at aytm, where she leads five interconnected functions: Growth Marketing, Brand Marketing, Product Marketing, Learning & Enablement, and internal culture marketing. It’s a scope most organizations split across multiple leaders. She runs it as one connected system. Tiffany didn’t just grow a team. She broke it, rebuilt it, and proved that culture and growth don’t have to be a tradeoff.
She’s been part of aytm’s journey from a scrappy 20+ person team to a 200+ person organization. She has built, restructured, and scaled the marketing function through every stage of that growth. That means she’s lived every tension fast-scaling companies face and rarely talk about honestly.
How do you grow headcount without losing the culture that made people want to work there? How do you keep decisions fast and clear when layers of process and hierarchy start to creep in? How do you hold onto the people who carry the institutional knowledge, the scrappy energy, and the values that got you to growth in the first place? How do you stop cross-functional teams from siloing the moment the org chart gets complicated? And how do you make sure marketing stays a creative, strategic force at the table rather than a function that just reports on what everyone else decided? These are the questions she has lived, not studied.
At the executive level, Tiffany is a strong advocate for marketing earning its seat at the decision-making table. Not by running more campaigns, but by bringing better data, sharper insights, and a clear point of view on where the business should go next. She believes the best marketing leaders don’t just respond to strategy; they shape it.
She’s also deeply invested in the human side of growth: building culture programs that actually stick, keeping teams curious and connected through rapid change, and making AI adoption feel like an opportunity rather than a threat. Her view is that the organizations winning right now are the ones where humans and technology are designed to work together, not compete.
Outside of work, she brings the same energy to entrepreneurship, fitness, and building communities worth belonging to.
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