Toby Coulthard — Chief Product & Growth Officer, Jacquard
Published:
The reality is 85% of marketers are just using Chat GPT to generate content.
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-the-reality-is-85-of-marketers-are-just-using-chat-gpt-to-g