Toby Coulthard — Chief Product & Growth Officer, Jacquard
Published:
We can all kind of feel AI-generated content when you see it; there's a tone of voice and a cadence—you can just tell that it's AI written. There's this convergence of different people sounding the same.
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-we-can-all-kind-of-feel-ai-generated-content-when-you-see-it