Toby Coulthard — Chief Product & Growth Officer, Jacquard
Published:
In the UK, people do not like content that is highly urgent. They want calm, helpful language. They don’t want to have something that says sale ends in 24 hours, buy right now. But in America, that really resonates. And so understanding that and training a model that understands the nuance can be the difference between really being successful in a brand and not.
What does Toby Coulthard say on The Agile Brand with Greg Kihlström?
Toby Coulthard, Chief Product & Growth Officer, Jacquard, says: This interview with Toby Coulthard, Chief Product & Growth Officer at Jacquard, explores the emerging problem of uniform, AI-generated marketing content and argues for a shift from purely generative approaches to predictive, brand-aware systems. Coulthard discusses how over-reliance on a single LLM creates homogeneity, the need to surface high-quality variants before testing, the evolving role of human creatives, and the importance of cultural and regulatory nuance in scalable AI-driven marketing.
From: The Agile Brand with Greg Kihlström
Cite as: Toby Coulthard. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/toby-coulthard-in-the-uk-people-do-not-like-content-that-is-highly-urgent