Most B2B marketing teams are sprinting to adopt AI and landing in exactly the same place they started — more content, same forgettable results. The problem isn't the tools. It's that nobody stopped to ask what actually needed to change before reaching for them.

In this episode, we sit down with Asher Rumack — Column Five's VP of Creative Strategy — who has spent the last year dismantling the idea that AI is a shortcut and rebuilding it as a craft. Asher makes the case that creative, strategy, and marketing have never been three different jobs, and that the agencies still pretending otherwise are going to feel it. He also breaks down why AI search is the most underpriced channel in B2B right now — and why most brands are showing up in it completely wrong.

We also cover:

• Why 'catching up with AI' is a trap — and the mindset shift that actually makes the tools useful
• The specific reason your LLM search presence is probably lying to your buyers right now (and the low-effort fix)
• Why the wild idea in the pitch deck is about to become the default — and what that means for how agencies price creative risk