Every week brings another call for AI companies to slow down and add guardrails. Banks and insurers have been living under exactly that kind of scrutiny for decades. On this episode of Pure Signal, hosts Kevin Erickson, Jake Carter, and Ryan Medellin sit down with Gail Stout Perry, a Managing Director at Credera, to talk through what AI adoption actually looks like inside Financial Services and Insurance.

They cover why banks keep their data siloed, who actually owns your financial data once a fintech app sits on top of it, and why trust and explainability matter more in AI-driven underwriting than almost anywhere else. You'll also hear them debate whether every business, regulated or not, should be operating with that same discipline.

For leaders inside compliance-heavy industries, this episode pushes back on the idea that caution only means moving slower. The real skill is knowing where to start.

—

Quotes

“If you start to apply AI to underwriting, and an underwriter looks at the outcome and doesn't agree, then you don't have the trust, right?” - Gail Stout Perry

“ You need to enable the use of AI,  especially in a regulated industry; you've got to go slow to go fast.” - Gail Stout Perry

“It always comes back to: is the data any good? The defined processes, and where can you start to implement? And then bringing people along.” - Gail Stout Perry

—

Timestamps

(00:00) Intro

(01:13) Why regulated industries are different

(03:33) How banking and insurance have transformed

(05:07) Who owns your financial data

(08:25) Trust in AI-driven underwriting

(09:55) The Wells Fargo consent decree

(11:35) Why insurance may be more AI-ready

(15:45) Should every industry regulate AI?

(19:54) Closing thoughts

—

Links 

Connect with the hosts and guests on LinkedIn!

• Kevin Erickson

• Jake Carter

• Ryan Medellin

• Gail Stout Perry

Learn more about Credera

NVIDIA doubled its earnings year over year and the stock still slipped, because doubling wasn’t enough. That’s the moment this episode starts from: an AI arms race where four or five companies set the tempo for the entire market, and everybody else has to decide how hard to chase them.

On this episode of Pure Signal, hosts Kevin Erickson, Jake Carter, and Ryan Medellin work through what the arms race looks like from the executive seat. They get into market concentration and the volatility that comes with it; the fight over data centers, land, and water; eroding trust as an underrated competitive advantage; and how to tell real innovation from AI washing. Along the way they talk through why every business from a donut shop to the Big Five feels obligated to have an AI strategy, when we finally drop “AI” as a prefix, and the uncomfortable truth that AI isn’t taking anyone’s job but the person using it is.

Ryan frames the whole thing as a marathon. Most companies aren’t racing to win or racing not to lose; they’re trying to finish the race in good shape. Kevin and Jake close with the questions actually on their minds: how you grow gray-haired experts when AI obviates the apprenticeship model, how a business signals trust, how personal AI productivity becomes enterprise-scale productivity, and why real efficiency takes more time, not less.

—

Quotes

“Are you racing to win, or are you just racing not to lose?” - Ryan Medellin

“If you’re an individual employee working for a company and you’re not using tools that are driving that, you literally can’t have a job. So it’s not so much that AI took your job, someone else took your job.” - Kevin Erickson

“One of the first things I learned in consulting a long, long time ago is that you either wow with intellect or you bury with BS. What I think is interesting now is that the amount of BS that can come from AI-driven tools is so much. So then it comes back to, well, how do I understand the intellect in the midst of all the data and the noise?” - Kevin Erickson

“In a world where trust is eroding because of AI, trust becomes a competitive differentiator for businesses. So then the question is how do you go grow trust, and how do you signal trust if you’re a business?” - Jake Carter

“Everyone’s measured on efficiency, and I think that actually to be efficient, you have to have more time. You have got to pound a lot of miles going relatively slow to be effective in the race.”

 - Kevin Erickson

—

Timestamps

03:08 The NVIDIA news and the AI arms race

04:28 Why Hugging Face was the bigger story

04:46 Market concentration and structural risk

08:44 Data centers, land, and water

11:57 How exposed the market is to AI

13:49 Back to fundamentals: customers, employees, advantage

14:42 Eroding trust and the Edelman Trust Index

15:48 Why every business feels it needs an AI strategy

18:59 When do we drop the "AI" label?

20:23 AI didn't take your job, someone using AI did

23:39 Racing to win vs. racing not to lose

29:26 Punch cards, prototypes, and the end of the pitch

31:27 Real innovation vs. AI washing

33:51 Wow with intellect or bury with BS

36:56 Why clients are asking for gray hair

41:10 Jake's three: experts, trust, and enterprise-scale productivity

42:55 Kevin's three: structural change, learning, and boundaries

46:43 Closing thoughts

—

Links 

Connect with the hosts and guests on LinkedIn!

• Kevin Erickson

• Jake Carter

• Ryan Medellin

Learn more about Credera

Companies walked into this year with a plan to increase efficiency with AI. Fewer walked in with a plan for what comes after. On this episode of Pure Signal, hosts Ryan Medellin, Kevin Erickson, and Jake Carter look back at the predictions everyone made at the start of the year to see which ones actually came true.

They cover the shift from efficiency to growth, why the CFO now has a bigger say in AI decisions, and why people, not technology, still decide whether AI actually works. You'll also hear them talk through what's really driving competitive advantage right now, and who should be on the hook when AI moves faster than expected.

For enterprise leaders separating what's real from what's just hype, this episode is a candid gut check from three people who've spent all year listening for the signal.

—

Quotes

"You should be able to back it up with proof. You should be able to be able to understand what you did. You should be able to explain the rationale. Otherwise, it's just luck." - Kevin Erickson

"The data is right, but really what we mean by that is data and data readiness. Because you can have all the data in the world, if we can't get it to the systems that we need it to be wired into, it's not that valuable." - Jake Carter

"Pilots are out, MVPs are in. I don't want something that we're gonna just throw away. We want something that can grow and sustain." - Ryan Medellin

—

Timestamps

00:00 Intro

02:11 Setting up the year in review

03:20 The efficiency to growth debate

07:29 The CFO's growing role in AI decisions

09:05 The maturity curve: efficiency, productivity, growth, innovation

15:43 The human element of AI

26:21 Is data still the ultimate competitive advantage?

29:38 Elasticity in leadership

37:07 Who bears the risk as AI speeds up delivery?

39:26 Closing thoughts

—

Links 

Connect with the hosts and guests on LinkedIn!

• Kevin Erickson

• Jake Carter

• Ryan Medellin

Learn more about Credera

The first half of 2026 promised speed with AI, and it delivered. But six months of racing to plug AI into everything has surfaced a harder question: what happens when the pilots don't work the way anyone hoped? On this episode of Pure Signal, hosts Kevin Erickson and Ryan Medellin sit down with Scott Hensley, Credera's Chief Revenue Officer for North America, for a midyear pulse check on where AI adoption actually stands and where it's headed into 2027.

Scott shares why the conversation has shifted from efficiency to growth, how so many AI pilots stalled by bolting new tools onto broken legacy processes, and why the fix is redesigning the work from the ground up.

For enterprise leaders feeling the uncertainty of a fast-changing year, this episode offers a grounded case for stepping back before pushing forward. The teams winning right now aren't automating their old ways of working. They're rethinking the work itself.

—

Quotes

“I think a lot of the natural reaction was to take processes as they existed, and to just sort of plug them into the tools and run them automated through the platforms. I think that's the wrong approach. We should have redesigned the entire process. We should have rethought the entire process from the ground up in the context of AI.” - Scott Hensley

“ How do you make it so seamless that you don't even realize that it's AI on the other end?... How do we build the right controls, the right governance, the right guardrails? We're in those conversations every single day.” - Scott Hensley

—

Timestamps

00:00 Intro

01:14 Meet Scott Hensley

04:34 From efficiency to growth

07:42 Power, cost, and the macro picture

12:09 Why AI pilots aren't working

21:52 Is AI the villain?

25:28 Making the customer experience seamless

27:12 Muscle memory and better questions

30:59 Why the customer-facing moment matters most

34:31 Three things to watch for the back half of 2026

41:07 People over features and slowing the roll

42:00 Closing thoughts

—

Links 

Connect with the hosts and guests on LinkedIn!

• Kevin Erickson

• Jake Carter

• Ryan Medellin

• Scott Hensley

Learn more about Credera

Every company wants to be ready for its viral moment, but very few are built to act when it arrives. On this episode of Pure Signal, hosts Kevin Erickson, Jake Carter, and Ryan Medellin sit down with Paul Nichols, Principal, Marketing Solutions at Credera, to talk through what it takes to build a data foundation that turns signals into outcomes.

Paul shares why culture and accountability matter more than architecture, how to work backward from a single use case instead of leading with infrastructure, and what the Ticketmaster crash and Ocean Spray's viral-moment win reveal about moving at the speed of the market. 

If your team is drowning in analysis but starving for action, Paul's advice is refreshingly simple: start small, put a name on every decision, and build the foundation before your moment arrives. Because when it does, you won't have time to get ready.

—

Quotes

"If you have possession and you don't score, it doesn't matter how much possession you have. It doesn't matter how much you know about your business unless you do something about it." - Paul Nichols

“ AI isn't going to solve an operational problem. If you have that operational problem, you probably also have a similar issue with how you're using data.” - Paul Nichols

“If it takes 30 stakeholders to agree on what the right KPI is, and the other 20 to determine the right metric for when you are reactive to a viral moment, that is evidence that you're probably not going to be able to capture the value that you need in that moment.” - Paul Nichols

—

Timestamps

00:00 Intro

02:16 Paul's path from music production to consulting

04:16 The professional soccer years

10:19 World Cup lessons in organizational change

16:10 Ticketmaster vs. Ocean Spray

20:30 Proactive vs. reactive cultures

26:56 The biggest problems organizations face

29:05 The junk drawer data lake

33:49 What AI changes (and what it doesn't)

35:40 Agentic AI in the enterprise

41:00 The house foundation analogy

42:26 Data strategy as orchestration

44:54 Closing thoughts

—

Links 

Connect with the hosts and guests on LinkedIn!

• Kevin Erickson

• Jake Carter

• Ryan Medellin

• Paul Nichols

Learn more about Credera

Most organizations know they need to act on AI, but they're layering agents on top of broken processes and hoping for the best. On this episode of Pure Signal, hosts Ryan Medellin and Kevin Erickson sit down with Beth Anne Wilhelm, Chief Architect & Pre-Sales Lead at Credera, and Aaron Grotzinger, Partner & Energy Sector Lead at Credera, to talk through what it actually takes to orchestrate marketing transformation in an agentic world.

Beth Anne and Aaron share why a solid data foundation is non-negotiable before agents can deliver real value, how to govern a growing ecosystem of agents without costs spiraling out of control, and what a FinOps model for AI will need to look like. You'll also hear a candid exchange on why the vision of "do more with less" is the wrong rallying cry and what companies that are actually winning say instead.

For marketing and technology leaders navigating the platform versus agent question, this episode offers clear, practitioner-level insights. Agents don't work until the process, the data, and the people are ready. The question is whether you're investing in all three.

—

Quotes

“AI is only going to be as good as the info we're feeding into it and the info that it has available to it. So, having a really good underlying data foundation is going to be key.” - Beth Anne Wilhelm

“ The technology is advancing faster than people, organizations can catch up to, and I think your leading companies are, at best, still two to three steps behind the solutions being rolled out.” - Aaron Grotzinger

—

Timestamps

(00:00) Intro

(00:58) Beth Anne and Aaron's backgrounds

(03:54) Evolution of the marketing tech stack

(06:25) Importance of a solid data foundation

(09:06) How far behind companies really are

(11:40) Platforms vs. agents

(13:09) Pricing and cost of agentic AI

(17:19) The AI orchestrator and coordinator approach(

(23:06) When not to use an agent

(28:57) Agent registry and governance

(34:45) Mistakes companies are making

(36:15) Change management done right

(42:22) Closing thoughts

—

Links 

Connect with the hosts and guests on LinkedIn!

• Kevin Erickson

• Ryan Medellin

• Beth Anne Wilhelm

• Aaron Grotzinger

Learn more about Credera

The biggest barrier to transformation isn't the technology; it's the humans who have to live with it. On this episode of Pure Signal, hosts Ryan Medellin, Kevin Erickson, and Jake Carter sit down with Cale Maxwell, CEO of Credera Oceania, to talk through what leading change really looks like when change fatigue is already setting in.

Cale shares why operating model design should come before technology investment, how to build a measurement framework that keeps transformation funded, and what his ongoing master's in neuroscience has taught him about why change initiatives stall. You'll also hear a candid exchange on how the Oceania market approaches AI adoption differently from the US and UK, and whether that caution is a feature or a liability.

For leaders navigating AI adoption, organizational integration, or the pressure to move faster than your people are ready for, this episode offers a grounded, globally-informed perspective. Technology doesn't work until people make it work. The question is whether you're investing accordingly.

—

Quotes

"Technology doesn't work until people make it work. Technology only gets you so far. You've actually got to drive real change, change in human behavior, change in the way the organization works." - Cale Maxwell

" People can have data to look at, but can a marketer actually act on that data in real time? In most cases, the answer is still no. So I think we’re data rich, we're intelligence poor." - Cale Maxwell

"If you're unclear on what the outcome is, what you're measuring on the other side of that, it's hard to build a business case for what is next." - Cale Maxwell

—

Timestamps

(00:00) Intro

(00:43) Cale Maxwell's path to Credera Oceania

(04:39) Neuroscience and its relevance to transformation

(06:18) The Oceania market

(08:50) The case for an operating model first approach

(12:07) The human side of change

(14:08) Budgeting for change management

(22:21) Data silos and the intelligence gap

(24:21) Getting clear on measurement to unlock further investment

(31:06) Leading through uncertainty

(36:00) Neuroscience applied to day-to-day

(37:33) Why traditional change frameworks still apply

(41:32) Closing thoughts 

—

Links 

Connect with the hosts and guests on LinkedIn!

• Kevin Erickson

• Jake Carter

• Ryan Medellin

• Cale Maxwell

Learn more about Credera

Building a go-to-market plan is more than having the right strategy; it’s about having the discipline to see it through. On this episode of Pure Signal, hosts Ryan Medellin, Kevin Erickson, and Jake Carter sit down with Nancy Newell, Head of Public Sector Industry Growth at Credera, to talk through what it actually takes to build something and make it stick.

Nancy walks through her five-pillar go-to-market framework, which she’s started implementing in her first months at Credera, and where she has seen companies fall short. You'll also hear a candid exchange on where government agencies sit in the technology adoption curve and whether that gap is really a technology problem or a workforce and trust problem.

For leaders navigating new market entry, a practice rebuild, or the pressure to modernize faster than their organization is ready for, this episode offers a practical perspective. Know your strengths, work the plan, and keep moving.

—

Quotes

“You have to constantly reassess where you are. If you're not growing somewhere, pivot. If you don't pivot, you're going to keep going the wrong way.” - Nancy Newell

“The way content marketing and branding work right now in the world is constant. You have to have something out there 24/7. And it can't just be AI-generated.” - Nancy Newell

“ What I see is people that are getting that true growth, they have technology. You can't just sit back. You're not going to be here in two years if you don't.” - Nancy Newell

—

Time Stamps

(00:00) Intro

(02:06) Nancy Newell’s path to Credera

(05:10) Growing practices from the ground up 

(06:06) Nancy's five-pillar go-to-market framework 

(12:53) Common go-to-market mistakes

(16:56) Human connection as the throughline 

(19:42) Storytelling, AI tools, and keeping your own voice 

(29:52) When and why companies need to revisit their go-to-market 

(33:37) Government technology gaps, workforce costs, and agentic AI 

(44:02) Closing thoughts 

—

Links 

Connect with the hosts and guests on LinkedIn!

• Nancy Newell

• Kevin Erickson

• Jake Carter

• Ryan Medellin

Learn more about Credera

Every year, conferences like Adobe Summit flood marketers with new product announcements, but the harder question isn't what's coming; it's whether your organization is set up to use it. On this episode of Pure Signal, hosts Ryan Medellin and Kevin Erickson sit down with Todd Schwarz, Credera's Global Digital Platform Lead, to talk through what Adobe Summit revealed about where enterprise marketing is actually headed.

Todd shares his thinking on closing the gap between roadmap announcements and day-to-day execution, why organizing your people for omni-channel is harder than adopting the technology itself, and how agentics are reshaping what marketers can realistically take off their plates. You'll also hear his take on why AI won't displace marketing jobs and what it will free them up to do instead.

For CMOs and marketing technology leaders trying to move from conference inspiration to real business impact, this episode offers a grounded look at what it takes to execute. Curiosity and boldness aren't soft skills right now; they're operational requirements.

—

Quotes

“ The brands, the customer experiences, and the businesses that are going to win are the ones who are going to be laser-focused on that customer experience. They're going to be laser-focused on meeting the customer in the moment that matters, in the context that matters, at the time that matters.” - Todd Schwarz

“ The fundamental thing that clients truly are struggling with, with all of this advancement in marketing technology and certainly AI, is: How do I organize my people? How do I get the most out of my operating model?” - Todd Schwarz

“I sort of fall in the camp where I believe, as more and more of this AI lives in and outside around these platforms, it's not going to displace jobs. It's actually just going to enhance people's ability to go deliver more and faster and be more productive.” - Todd Schwarz

—

Time Stamps

00:00 Intro

00:46 Today's topic: Agentics, operating models, and lessons from Adobe Summit

02:30 Maintaining momentum after a conference

04:00 Agentic AI and how it's reshaping org design

09:42 When vendor roadmaps meet client reality

12:38 How strategy and delivery leaders collaborate

21:41 Meeting customers in the moment with authentic personalization

27:06 Building a curiosity culture across global delivery teams

35:08 Bridging the gap between leadership vision and frontline teams

41:42 Closing thoughts

—

Links 

Connect with the hosts and guests on LinkedIn!

• Kevin Erickson

• Ryan Medellin

• Todd Schwarz

Learn more about Credera

Most organizations treat compliance as a checkpoint at the end of a transformation journey. In highly regulated industries like healthcare and pharma, that approach slows things down and creates churn. On this episode of Pure Signal, hosts Ryan Medellin and Kevin Erickson sit down with Sajid Sayed, Director of Digital Acceleration in the Healthcare industry, to explore what it actually looks like to build governance into innovation from the start.

Sajid shares his definition of true innovation, what it takes to bring cross-functional teams together as co-creators, and why AI that only delivers recommendations may be costing you more time than it saves. You'll also hear his sharp distinction between speed and velocity, and what real AI-powered decision-making looks like.

For enterprise leaders navigating AI adoption in regulated environments, this episode offers a practical framework for sustainable innovation. Without a strategic North Star, transformation becomes churn rather than progress.

—

Quotes

"Without having that strategic North Star, what ends up happening is you have transformation without compliance or guardrails. That sort of transformation is actually an enemy of governance and compliance. You end up having a situation where you're trying to innovate and transform just for the sake of doing it. " - Sajid Sayed

"Innovation is all about co-creation. If you don't co-create and if you don't collaborate at the very forefront, innovation is very invasive. It will definitely rub people the wrong way because, not that they're averse to innovation, it's just that you are not able to articulate how it impacts them.” - Sajid Sayed

"If AI can get you to that 60% mark where it provides you with something that's good enough for you to iterate and enables you to do that remaining 40% a lot faster, that's success. But change management is a big part of it because anything can happen between that 0 to 60. " – Sajid Sayed

—

Time Stamps

00:00 Intro

01:27 Today's topic: Innovation and AI in Healthcare and Pharma

01:57 Sajid's approach to conferences as strategic inputs

05:33 When regulatory requirements enter the innovation conversation

07:23 Bringing compliance teams in as co-creators

13:33 Why a strategic North Star still matters

18:58 Speed vs. velocity and AI as a decision-making engine

21:09 Change management as a day-one priority

31:24 Maintaining momentum after the conference ends

33:05 Closing thoughts

—

Links 

Connect with the hosts on LinkedIn!

• Kevin Erickson

• Ryan Medellin

Learn more about Credera