What happens when AI quietly takes your clients, breaks your business model, and forces you to rebuild everything from the inside out? You stop fighting it. You learn Claude Code. And you build a better company.

In this episode of Girls Who Prompt, Karin and Ave sit down with Stefanie Janssen, Co-Founder and CEO of MarchiteQ — an AI/Tech-first marketing agency for paid ads, GEO, data and automation, and a 2026 European Search Awards finalist. 

With 10+ years in performance marketing, Stefanie thought she was building the dream: smaller clients, more autonomy, no stakeholders. Then her clients started leaving her for custom GPTs sold to them for €800. What she did next is the real story of this episode.

This conversation is less about the tools and more about the deeper tension every marketer is quietly sitting with: what do you do when the playbook you mastered for ten years suddenly stops working  and AI is the one rewriting the rules?

In this episode we discuss:

• Why Stefanie calls AI "a curse and a blessing at the same time" — and what it uncovered for her

• The "survival client" problem nobody in agency-land wants to talk about (and why you attract what you are)

• How she went from zero to building her own MCPs for Google Ads, GA4 and GTM in two weeks — and why she skipped buzzword YouTube and learned from developers

• Why the algorithm "going off track" is the real reason most paid campaigns silently break 

• The death of browser tracking, the rise of server-side, and why most businesses are running on 50% of their actual data

• Why GEO and paid ads are quietly merging. And what the next ad format will really look like (spoiler: citations and recommendations)

• The MarchiteQ thesis: Create,  Measure, Scale, Automate — and why most agencies skip the first two

• Where AI absolutely cannot replace humans yet — and why "AI never says no, and AI never stops" is both its superpower and its biggest risk

• A real story of an autonomous AI agent experiment that ended in chaos — and what it teaches us about the value of human "no"

• The human spark, the soul, intuition — and why Stefanie believes the most replaceable marketers are the ones not using their full skill set

A reminder for anyone feeling behind: Stefanie was overwhelmed too. She thought she'd lost a year. It actually took her two weeks to catch up. The door is more open than the algorithm wants you to believe.

Meet the guest:

• Stefanie Janssen — Co-Founder & CEO of MarchiteQ

Meet the hosts:

• Karin Nemec, the finance brain and founder exploring the fine line between human emotion and machine response.

• Ave Annuk, marketer and storyteller interested in AI and passionate about digital marketing, books and learning.

Meet the team:

🎵 Post-production, editing & music by Vincent Roy — audio expert, sound designer and composer.

📧 Write us: [email protected] 💬 Join the discussion and suggest guests in our WhatsApp channel.

Ave and Karin are back for a two-of-us catch-up. No guest today, just yapping about everything that's shifted in the past few months.

Ave shares why she moved her daily work from ChatGPT to Claude, how Cowork connectors and Skills are reshaping her work and some extra projects with competitor research and AI visibility audits, and why Whisper Flow turned her home into "a podcast all the time."

Karin opens up about closing the AioraLume chapter. What six months of building taught her, why timing matters more than the idea, and how fast the technology has outgrown what she built.

They also dig into:

• The four big AI leaps of the past six months (reasoning, agents, robotics, automated science)
• FOBO : the new "fear of becoming obsolete" hitting people
• Why leadership and quality obsession are the most future-proof skills
• Mark Zuckerberg's AI avatar reportedly running performance reviews at Meta

• Notebook LM, Gamma, and whether general LLMs will eat the niche tools
• The bigger shift: from an information society for humans to one written for machines

Honest, a little messy, full of practical tips.

Meet the hosts:

• Karin Nemec, the finance brain and founder exploring the fine line between human emotion and machine response.
• Ave Annuk, marketer and storyteller interested in AI and passionate about digital marketing, books and learning.

Meet the team: 🎵 Post-production, editing & music by Vincent Roy — audio expert, sound designer and composer.

📧 Write us: [email protected] 💬 Join the discussion and suggest guests in our WhatsApp channel

In this episode of Girls Who Prompt, Karin and Ave sit down with Jovana Paroški, Customer Success professional at Otterly.ai - one of the first platforms built to track how brands appear in AI-generated answers across ChatGPT, Perplexity, Google AI Overviews, Gemini and Microsoft Copilot. Jovana's path here was anything but straight: English literature graduate, teacher by training, pandemic-era SEO convert, three years at SEMrush marketing platform and now, someone who lives at the exact crossroads of AI visibility and very human customer relationships.

This episode is less about tactics and more about the two questions every marketer and business owner is quietly asking right now: how do I get AI to notice me? (marketing) And what happens when AI handles my customers badly? (CS)

In this episode we discuss:

• What GEO (Generative Engine Optimization) is  and why the shift from Google to AI search is already happening faster than most people realise

• How Otterly.ai helps brands track and improve their visibility in AI-generated answers

• The sources AI actually cites: why PR is having a comeback, why Reddit keeps showing up, why long YouTube videos beat Shorts and why LLMs.txt is not worth your time right now (Otterly ran the experiment)

• Free content tips anyone can apply today:  key takeaways, FAQs, question-based headings to make AI more likely to surface your content

• How AI handles 60% of Otterly's customer support, and the 40% where Jovana still has to step in  including the caps lock rule

• Why 75% of people still want to speak to a human, and what that means for the future of customer success

• How to build and train your first support bot — starting with FAQs, not fiction

• What Jovana actually sees coming in five years: more AI roles, fewer tier-one tickets, and maybe,  just maybe,  the idea of taking your own AI from job to job

This episode is for anyone building a brand, running a support team, or trying to figure out where the human still wins. In search and in service.

PS: You'll also hear why Jovana built an AI finance tracker connected to her Google Sheets — and why she quietly deleted it once she saw the numbers 😅

Meet the guest:

• Jovana Paroški — Customer Success at Otterly.ai

Meet the hosts:

• Karin Nemec, the finance brain and founder exploring the fine line between human emotion and machine response.

• Ave Annuk, marketer and experimenter wondering what happens when AI stops being just a tool and starts acting like a companion.

Meet the team: 🎵 Post-production, editing & music by Vincent Roy: audio expert, sound designer and composer.

📧 Write us: [email protected] 💬 Join the discussion and suggest guests in our WhatsApp channel

In this episode of Girls Who Prompt, Karin and Ave sit down with Denise Reffelmann, Product Owner of Ava - Commerzbank's AI-powered video avatar and virtual banking assistant. Ava isn't your usual chatbot. There's a real actress behind her, end-to-end banking services under her belt, and already more than 30,000 real conversations with real customers. 

PS: yes, there was an actual casting process.

This episode is all about what happens when a major bank bets on making digital feel human again,  and actually pulls it off.

In this episode we discuss:

• How the idea for Ava started at a trade fair and became a first-mover product in European banking

• The casting, the customer testing, and why,  against all expectations, a woman in a suit won

• Why 75% of cases are now resolved autonomously, without a call to customer service or go on spot

• The chit-chat feature: the customers who use Ava just to have someone to talk to, for example ask her favorite book (and yes, some flirt with her)

• What the agentic future of banking looks like — and how Commerzbank is already thinking ahead

• Denise's own path from corporate communications to product owner of one of Europe's boldest banking AI products

PS: There's also a fun moment where Ave meets Ava 

Meet the guest:

• Denise Reffelmann-  Product Owner of Ava at Commerzbank 

Meet the hosts:

• Karin Nemec, the finance brain and founder exploring the fine line between human emotion and machine response.

• Ave Annuk, marketer and experimenter wondering what happens when AI stops being just a tool and starts acting like a companion.

Meet the team: 🎵 Post-production, editing & music by Vincent Roy — audio expert, sound designer and composer.

📧 Write us: [email protected] 💬 Join the discussion and suggest guests in our WhatsApp channel

In this episode of Girls Who Prompt, it's Karin and Ave,  catching up after a while apart, comparing notes on what's changed, and going wide: from the figure skating rinks of Cortina to the boardrooms of Europe that still haven't woken up.

This episode is less about which AI tool wins the race and more about two women figuring out  in real time  what it means to actually live with AI. The anxiety, the wonder, the wine.

In this episode we discuss:

• What Claude Cowork actually is  and why Ave started to use it. And calls it as a Marketing Buddy. 

• The wine-tracking app Ave vibe-coded with her boyfriend, inspired by a GwP guest

• AI at the Winter Olympics: figure skating judging, ice hockey predictions, and what's still gloriously human

• Why there may be only 10 places in the world that can host Winter Olympics by 2040

• Parenting in the AI era  screen time limits, cognitive development, and what a Silicon Valley VC dad thinks your kids should do instead of university

• The LinkedIn FOMO spiral: Ave's honest confession about AI anxiety  and how she's managing it

• Claude's "2% market share"  and why that number is almost completely misleading

• Europe's biggest AI blind spot: why enterprise leaders are delegating AI strategy to IT and hoping for the best

• Mistral Le Chat and why European small language models might quietly be the most sensible choice for businesses

💡 Fun fact before you go: Do you know who Claude is actually named after? The answer is discussed in the episode!

This one is for anyone who's ever felt behind on AI  and needed a reminder that curiosity is still the only real edge.

Meet the hosts:

• Karin Nemec, the finance brain and founder exploring the fine line between human emotion and machine response.

• Ave Annuk, marketer and experimenter wondering what happens when AI stops being just a tool and starts acting like a companion.

Meet the team: 🎵 Post-production, editing & music by Vincent Roy — audio expert, sound designer and composer.

📧 Write us: [email protected] 💬 Join the discussion and suggest guests in our WhatsApp channel

Is the future of AI really about bigger models… or smarter ones?

In this episode of Girls Who Prompt, Karin and Ave sit down with Red Boumghar,  AI and space technology expert,  to explore how artificial intelligence is evolving beyond the hype.

Red shares his journey from physics into AI and space technology, including early machine learning experiments long before AI became a global buzzword. From working with the European Space Agency to building new ideas around data infrastructure, he offers a rare long-term perspective on where AI is actually heading.

But this conversation quickly goes bigger.

In this episode we explore:

• Why small language models might be the future of AI

• Whether Europe can realistically compete in the global AI race

• Why data centers and energy infrastructure may matter more than the models themselves

• How AI agents could reshape how we work

• And what happens to society if we outsource too much thinking to machines

Red also challenges the mystification around AI reminding us that behind the hype, machine learning is still about understanding systems, data, and human choices.

Because the real question might not be how powerful AI becomes…but how thoughtfully we decide to use it.

This episode is for anyone curious about where AI is heading. From infrastructure and innovation to ethics and society.

Meet the guest:• Red Boumghar - AI expert and the founder of Celestical

Meet the hosts:

• Karin Nemec, the founder and executive learning learning the leadership and AI

• Ave Annuk,  marketer and storyteller interested in AI and passionate about digital marketing, books and learning.  

Meet the team: 

🎵 Post-production, editing & music by Vincent Roy - audio expert, sound designer and composer.

📧 Write us: [email protected]

💬 Join the discussion and suggest guests in our WhatsApp channel.

In this 💃🏼Women’s Day special💃🏼 episode of Girls Who Prompt, Karin and Ave sit down with Maja Završnik, co-founder and CMO of SheAI, a growing community helping women explore and learn artificial intelligence.

Maja shares how she entered the world of AI herself, the moment she realised women risk being left behind in the AI revolution, and why she decided to build a movement focused on accessible AI education.

We talk about confidence, skills, and the real barriers women face when entering the AI space but also the huge opportunities AI creates for women entrepreneurs, marketers, and professionals.

This conversation is about curiosity, courage, and making sure women actively shape the future of AI.

In this episode we discuss:

• How Maja’s journey led her from traditional marketing to AI and AI-powered marketing• Why communities like SheAI are important right now• The confidence gap vs. the skills gap in AI• Practical ways women can start using AI today• How AI can support female founders and entrepreneurs

💡 Women’s Day Power Round: What is one thing every woman should try with AI this week? Maja has a clear answer.

Whether you're AI-curious or already experimenting with tools, this episode — dedicated to female AI power is an invitation to start exploring and shaping the future.

Meet the guest:

Maya Završnik - co-founder and CMO of SheAI. Join the SheAI community!

Meet the hosts:

• Karin Nemec, the finance brain and founder exploring the fine line between human emotion and machine response.

• Ave Annuk,  marketer and experimenter wondering what happens when AI stops being just a tool and starts acting like a companion.

Meet the team: 

🎵 Post-production, editing & music by Vincent Roy - audio expert, sound designer and composer.

📧 Write us: [email protected]

💬 Join the discussion and suggest guests in our WhatsApp channel.

AI is moving at lightning speed.But should leadership move just as fast?

In this episode of Girls Who Prompt, Karin and Ave sit down with leadership and organizational change coach Elar Killumets to unpack what AI really means for managers, teams, and company culture.

This episode is more about what happens to leadership when decisions get automated, speed becomes default, and thinking gets outsourced, less “which tool saves you 30 minutes.”

We explore questions like:

• Is AI actually changing leadership or just making old management models more efficient?

• What happens to responsibility when AI supports (or shapes) decisions?

• Can AI be a coach, a thinking partner, even an empathetic mirror?

• And what breaks if leaders move too fast?

Elar shares why systemic thinking matters more than ever in an AI-driven world  and why slowing down might be the most radical leadership move right now.

We also touch on burnout, ethics, accountability, and the uncomfortable truth: AI can accelerate growth… but it can also accelerate dysfunction.

This episode is for anyone in a leadership role and for anyone trying to understand their manager in the age of AI.

Meet the guest:• Elar Killumets, https://killumets.ee/ 

Meet the hosts:

• Karin Nemec, the finance brain and founder exploring the fine line between human emotion and machine response.

• Ave Annuk,  marketer and experimenter wondering what happens when AI stops being just a tool and starts acting like a companion.

Meet the team: 

🎵 Post-production, editing & music by Vincent Roy - audio expert, sound designer and composer.

📧 Write us: [email protected]

💬 Join the discussion and suggest guests in our WhatsApp channel.

Is (and how) AI really transforming banking or are we just adding smarter tools to the same conservative system?

In this episode of Girls Who Prompt, Karin and Ave sit down with Mart Roosimägi, banking strategist and AI leader, to talk about what AI actually means inside large financial institutions.

Mart shares his journey into AI, how banks are navigating innovation under heavy regulation, and why AI is a means to an end not the end itself. We explore the tension between speed and governance, innovation and customer trust, experimentation and coherence.

Banking touches us both, even if we are not from the financial sector so we dig into strategy, power dynamics, and what leadership looks like when technology reshapes the rules. 

We discuss:

● Why AI adoption is more about coherence than hype● The real opportunities and limits of AI in banking● How customer experience remains the core competitive edge● Security, regulation, and why guardrails can actually increase speed● How AI could shift power structures inside financial institutions● The future roles in banking and what leaders must understand about technology

This episode is great listening for anyone curious about how AI works inside complex organizations  and what it takes to balance innovation with responsibility.

PS: you will also hear about Mart’s super cool (and literally HOT) secret passion ;)

Meet the guest:

• Mart Roosimägi -  Head of AI Scaling and Strategy in  Swedbank Baltics

Meet the hosts:

• Karin Nemec, the finance brain and founder exploring the fine line between human emotion and machine response.

• Ave Annuk,  marketer, storyteller and experimenter wondering what happens when AI stops being just a tool and starts acting like a companion.

Meet the team: 

🎵 Post-production, editing & music by Vincent Roy - audio expert, sound designer and composer.

📧 Write us: [email protected]

💬 Join the discussion and suggest guests in our WhatsApp channel.

How is AI quietly reshaping how we lead, manage, and build companies?

In this episode of Girls Who Prompt, Karin and Ave catch up after a while and share their learnings and “aha” moments. 

Ave is deep in the vibe-coding zone, rediscovering how creative it feels to build (almost) anything with AI. Lovable really is just lovable! 

Karin has added a few fresh certificates to her name — and continues her real-life experiment of collaborating with Aiora Lume (if you’re new here, go back to Episode #1 😉).

But this conversation goes beyond tools and productivity hacks.

We dive into the management side of AI beyond hype, beyond shiny new apps.

What does it actually mean to integrate AI into a company not as a side experiment, but as part of strategy, leadership, and daily decision-making?

This is not a “which tool is best” episode. This is a “how do we lead in an AI world?” episode.

We discuss:

• Why AI adoption is more about management than technology

• The uncomfortable truth about data quality

• Why leaders must rethink collaboration between human and machine

• Ethics, responsibility, and where we draw the line

• Self-management in a world where AI can outpace your thinking

AI can accelerate innovation.But without leadership, clarity, and good data it simply accelerates chaos.

Meet the hosts:

Karin Nemec -  the finance brain and founder exploring the fine line between human trust and machine decisions.

Ave Annuk -  LinkedIn — marketer and experimenter curious about how AI changes everyday work — and everyday risks.

Meet the team:

Vincent Roy - Post-production, editing & music

📧 Write us: [email protected]💬

Join the discussion and suggest guests in our WhatsApp channel