In a world where AI can churn out content at scale, have B2B marketing teams forgotten how to truly create? In this episode, Wolters Kluwer Health’s Director of Marketing Content Experience, Karen Cooper, joins David Rowlands to unpack what happens when high-velocity marketing crushes creative space. She shares what she’s seen across agencies, in-house teams, and multiple industries when goals keep rising, work keeps piling up, and leaders quietly expect AI to “solve it all.”

Karen explains why AI should be treated as a research and efficiency partner—not the author of your brand—and how the real competitive edge still lies in human storytelling, judgement, and collaboration. From the hidden costs of burnt-out creative teams to practical ways leaders can design processes, governance, and culture that protect originality, this conversation is a blueprint for marketers who want to move fast without becoming generic. In addition, B2B Ignite takes place on 1 July in London.

Listeners to the podcast can save 20% on their ticket to B2B Ignite 2026 – simply enter the discount code PODCAST when prompted at check out.https://events.b2bmarketing.net/b2bignite