Toby Coulthard — Chief Product & Growth Officer, Jacquard
Published:
The test and learn thing, that's still very much should be part of a marketer’s toolkit. But what you don’t want to do is just test a bunch of bad variants of language; you’re just finding the best of a bad bunch. At the end of the day, you want to be able to put your best foot forward. You want to test a range of diverse but also performant variants.
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-test-and-learn-thing-thats-still-very-much-should-be-p