Perfect is the enemy of good and, on the latest episode of the Shiny New Object Podcast, Brian Costello of General Motors explains how marketers can use this principle with generative AI to increase creative effectiveness.

Brian's shiny new object is generative AI because it allows advertisers to work at scale, generating multiple iterations of their creative work, testing, and perfecting what works. It's also the way to reduce "busy work" and allow you to focus on the work that matters.

Listen to Brian talk about the right mindset to reap the benefits of AI for B2B marketing, as well as some of his top tips for new starters in the industry.