In this episode of the KoobrikLabs podcast, Orlando Wood speaks with Kate Morrison, Global Head of Production for Products and Services at Google, about the evolving role of AI in creative workflows, production, and marketing strategy.

Kate shares her journey from political science at Georgetown to leading global production at Google, reflecting on the unique path that took her through Amsterdam’s advertising world to some of the biggest creative operations in the industry. She provides insights into how AI is shaping content production, from automation in workflows to personalized marketing at scale.

Beyond AI, the conversation explores the balance between creativity and operations, the power of mentorship in career growth, and the challenges of leadership in fast-moving, high-stakes environments. Kate also shares lessons from her biggest career mistakes, how AI is changing consumer behavior, and why human potential remains at the heart of great storytelling.

Whether you’re in media, tech, or creative production, this episode offers a fascinating look into the future of AI-driven content creation and the evolving landscape of marketing at one of the world’s biggest companies.

Orlando and Kate explore:

• Navigating career transitions – from law and business affairs to global production leadership
• AI’s role in marketing and content creation – automation, localization, and personalized consumer experiences
• Challenges in brand storytelling – balancing creative vision with short-form content and evolving digital platforms
• Lessons from failure – the importance of asking questions, making data-driven decisions, and adapting to industry shifts
• The human factor in AI – why technology should enhance human potential rather than replace creativity

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Connect with Kate on LinkedIn: Kate Morrison | LinkedIn

Visit KoobrikLabs website: KoobrikLabs - KoobrikLabs

Chapter markers

[00:00] Introduction – Kate’s background in law, business affairs, and transition to production

[02:12] From legal to creative – Navigating a career shift into global content production

[05:48] AI in storytelling – Personalised content, localisation, and automation in marketing

[09:25] The creative challenge – Balancing storytelling with short-form and platform demands

[14:10] Lessons from failure – Data-driven decision making and learning through missteps

[19:03] Human creativity vs AI – Why technology should support, not replace, the creative process

[22:47] Cultural nuance in global content – How to tailor storytelling for international audiences

[27:15] Agency life vs in-house – Perspectives on collaboration, ownership, and structure

[31:00] Mentorship and leadership – Building teams and supporting diverse creative talent

[35:22] Closing reflections – Evolving roles, industry change, and staying creatively inspired