This one's for anyone who wants to see AI in actual commercial use, not as a future vision, but as daily infrastructure.

Kalle Mobeck is the founder of Align the Commercial Collective and one of the most hands-on AI operators in the Nordics. He built a full AI-generated campaign for a fashion brand in three weeks. It became their second best performing campaign of the year.

In this episode, we get into how he thinks about creative input in a world where output has become easy, why speed is the new competitive advantage, and what three surprisingly old-school things still win in B2B marketing. (Plus: he accidentally reveals more than he meant to about his secret AI band.)

An amazing episode; concrete, honest and definitely worth your commute.

Key topics

• AI's impact on marketing workflows and campaign speed
• Practical use cases of AI in creative campaigns
• Building community and thought leadership in B2B
• Align's innovative agency model leveraging freelancers and AI
• Future trends in marketing and AI integration

Relevant links:

• Align - The Commercial Collective
• ChatGPT
• Claude AI
• Midjourney
• Zuno Music AI
• Aim'n winter campaign

Episode Description

In this episode of The AI Native Marketer, hosts Jacob and Johanna dive deep into the AI-driven strategies of Ian, Head of Growth at Tandem Health. Ian shares how his team at the Stockholm-based AI medical assistant startup has moved past simple prompting to building complex, automated systems.

The discussion explores Ian’s "just do it" philosophy, which led him to build a Slack bot that allows any employee to edit website copy across 10+ languages and a sophisticated 12-step content pipeline that handles everything from research via PubMed to hallucination checks and direct publishing. Ian also discusses the future of work, where the LLM becomes the primary interface for all company tools, effectively acting as a "Context OS" for the modern professional.

Tools Mentioned

• Tandem Health: The AI medical assistant platform where Ian leads growth.

• Claude (Anthropic): Ian’s primary tool for daily work, coding, and building internal bots.

• Framer: The website provider Tandem Health uses; Ian built an API connection to automate copy updates.

• Slack: Used as the interface for their internal translation and copy-editing bots.

• Notion: Utilized as a "Context OS" where Ian stores his meetings and tasks to be processed by AI.

• PubMed: A repository of medical journals integrated into their content workflow for high-quality research.

• Perplexity: Used by the team for deep research and information gathering.

• Zapier: Mentioned as a tool Ian initially used before transitioning to building custom connections with Claude.

In this episode of The AI Native Marketer, hosts Jacob and Johanna speak with Kees, VP of Marketing at Chili Publish, a Belgian creative automation platform. Kees shares his journey of moving beyond simple AI efficiency to building a sophisticated "brain" that acts as a central repository for company knowledge. By leveraging Retrieval-Augmented Generation (RAG), Kees and his small team have integrated market research, product documentation, and customer meeting transcripts to create a system that can produce high-quality, context-rich content—from personalized customer stories to automated product release announcements—with minimal human intervention. Kees discusses the importance of maintaining human creativity for big ideas while letting AI handle the complex execution, especially as the industry moves toward more difficult frontiers like visual and motion automation.

Tools Mentioned

• Chili Publish: A creative automation platform for Adobe artwork and smart layouts.

• Claude: Kees's preferred tool for writing and building workflows.

• Perplexity: Utilized for deep research.

• Gemini: Used to challenge and refine outputs from other models.

• n8n: Mentioned as a tool for creating complex automated workflows.

• ChatGPT: Used in the early stages of their AI exploration.

• Gong: Used to record and transcribe customer meetings for the AI database.

Episode Description

In this episode of The AI Native Marketer, hosts Jacob and Johanna sit down with Adam Holmgren, the CEO and co-founder of the B2B marketing platform Fibbler. Adam shares how he and his co-founder have leveraged AI to build a lean, bootstrapped powerhouse that serves over 500 paying customers with a total team of only two people.

The conversation dives deep into the shifting role of the modern marketer. Adam explains how tools like Claude have transformed him into a "builder," allowing him to draft product features and write code despite a non-technical background. He also discusses the importance of solving the "attribution nightmare," the power of founder-led content on LinkedIn, and why a Pink Lion mascot is the key to creating a memorable brand in a crowded SaaS market.

Key themes

• The Power of Lean Operations: How AI enables small teams to ship product features faster than companies with 100+ employees.

• Marketer as Product Builder: Using Claude to bridge the gap between marketing vision and engineering execution.

• Building Brand Moats: Why distinctive brand assets (like Fibbler's pink mascot) and founder-led content are essential in an era of "AI slop".

• Bootstrapping Strategy: Choosing to stay lean and serve an SMB audience rather than pursuing enterprise funding and the associated overhead.

• The Future of Work: The potential rise of "one-person unicorns" as AI automates repetitive tasks like customer support and data analysis.

  Tools mentioned

• Fibbler: Adam’s B2B marketing intelligence and attribution platform.

• Claude (Anthropic): Adam's primary tool for ideation and product feature development.

• Claude Code: Used for non-technical product development and feature drafting.

• ChatGPT: Initially used for content drafting and ideation before the switch to Claude.

• Descript: Utilized for video and audio editing workflows.

• LinkedIn: The core channel for founder-led growth and community building.

• R-B2B: Cited as an example of another highly lean, high-revenue company.

In this episode, we sit down with Carl Ronander, VP of Marketing at Funnel, to explore how AI is transforming the landscape of creative marketing and video production. Carl shares his journey from the agency world to leading marketing at a data-driven company, offering a unique perspective on the intersection of creativity and data. We dive deep into Funnel’s recent experiments with fully AI-generated video campaigns, discussing how they overcame budget and time constraints to produce high-quality, on-brand content. Carl also reflects on the evolving role of the "Gen Marketer"—the generalist who uses AI to amplify their creative reach—and why "brand codes" and craft are more important than ever in an era of automated content.

Key topics:

• The Simplified Purpose of Marketing: Why Carl believes marketing is fundamentally about being "easy to come to mind" and "easy to find."

• Creative Freedom through Constraints: How budget and time pressures led Funnel to embrace generative AI for video production.

• The "Flex" of Human Craft: Why manual, high-effort production (like Apple’s glass logo) acts as a premium brand signal in an AI-saturated world.

• Building Internal GPTs: How Funnel leverages its own proprietary knowledge base to help sales and marketing teams stay on-brand.

• The "Gen Marketer": Navigating the shift from specialist to generalist and why understanding the "craft" is still essential when using AI tools.

  YouTube as the New Source of Truth: Discussing the shift in how LLMs are now citing YouTube as a primary source over platforms like Reddit.

  
  

  Tools mentioned:

• Funnel: Carl’s marketing intelligence platform used for data collection and analysis.

• Higgsfield: A generative AI platform used by Funnel to access and experiment with various video production tools.

• Gong: A revenue intelligence tool used by Funnel’s sales and marketing teams.

• System1: A platform Carl follows for pre-testing and predicting the effectiveness of ad creative.

• Sora: Mentioned as a leading tool in the rapidly evolving world of generative video.

In this session, Varun Atrey, Product Marketing Director at Legora, joins Johanna and Jacob to discuss the transition from "using AI" to building an AI-native organization. Varun details his journey of self-teaching AI development and shares a "ruthless" philosophy for automating the repetitive "work around the work". The conversation explores how AI is compressing product launch timelines, enabling high-touch enterprise account planning, and why a "first principles" engineering mindset is becoming a critical skill for the modern marketer.

Tools mentioned

• Legora: Varun’s AI-native B2B enterprise software company.

• Mentimeter: The host organization and interactive presentation platform.

• Replit: A development platform Varun used to build early AI-driven marketing integrations.

• Notion & Notion AI: Used for building a central knowledge base and automating core messaging documents from product requirements.

• Peerbound: An AI tool integrated with sales calls to automatically flag customer testimonials and success stories.

• Gong: A revenue intelligence platform used to record and analyze sales conversations.

• Claude & ChatGPT: Large language models utilized for copywriting, research, and ideation.

What happens when you are the only marketer in a deep-tech company, but you need to produce the output of an entire department? In this episode, we sit down with Ling Koay, CMO at Arevo, to discuss how she has turned AI into her "silent colleague".

Ling shares her remarkably structured approach to AI-native marketing, moving beyond simple prompting into building complex workflows that handle what she calls "monkey work"—the repetitive production tasks that usually drain a marketer’s time. We dive deep into her "Source of Truth" system, where she distills massive amounts of scientific data into a conversational database that allows her to scale her expertise and creativity.

In this episode, we discuss:

• The Three Stages of AI: Moving from basic Chat-GPT use to integrated workflows and, eventually, autonomous agents.

• Building a "Source of Truth": How Ling used NotebookLM to ingest over 60 scientific publications to create a company "brain" she can query 24/7.

• Content Production vs. Content Origination: Why production is "monkey work" and how AI allows humans to focus on high-level creativity and empathy.

• The Engineer-Marketer Mindset: Using tools like Make.com, Notion, and Reef to automate design and data management.

• The Future of the Human Marketer: Why AI actually makes us more human by freeing us up for PR, events, and relationship building.

  Featured Tools in this Episode:

• NotebookLM: For distilling complex scientific research.

• Notion: As the central database and "Source of Truth".

• Make.com: For building automated workflows between apps.

• Reef: For quick, high-quality design mockups without Photoshop.

• Canva: For day-to-day visual content.

• ChatGPT: As a constant brainstorm partner and "therapist".

In this episode of The AI Native Marketer, we are joined by Johanna Ydergård, currently at the AI-native startup Lovable and formerly the CMO at Detectify. Johanna takes us behind the scenes of how she transitioned a team of 15 down to 5 at Detectify while maintaining high-impact results by building a "human-in-the-center" automation map.

Tools mentioned:

• Lovable: The platform Johanna currently uses to build internal tools and workflows.

• Make.com: The glue used to connect various dots in her automation workflows.

• Claude (specifically Opus 4.5): Johanna’s current favorite for high-quality writing and thought partnership.

• Gemini: Used as a step-by-step guide for building complex automations.

• Gong: For capturing the raw customer data needed for insight mining.

• Linear: The product tracking system they use to visualize roadmaps.

• Connect with Johanna Ydergård

• Connect with Jacob
• Connect with Johanna

Moving from "playing around with ChatGPT" to building reliable, enterprise-grade AI workflows is the biggest hurdle for modern marketing teams.

In this inaugural episode of The AI Native Marketer, we are joined by Daan Dagevos, Senior Automation & AI Strategist at Meister (the team behind MeisterTask and MindMeister). Daan takes us behind the scenes of how a privacy-conscious European SaaS company is successfully integrating AI into their daily operations.

In this episode, we cover:

• The "Prompt Patrol": How Meister created a cross-functional squad (Marketing, RevOps, Legal, IT) to safely accelerate AI adoption across the company.

• Beyond "AI Slop": Daan’s specific workflow for generating high-quality, SEO-optimized blog content that uses Human-in-the-Loop (HITL) to ensure quality.

• The Tech Stack: Why Daan swears by AirOps over standard chat interfaces for building scalable workflows, and how he uses Zapier and Make to connect the dots.

• Automating Reporting: How to stop spending your Mondays copy-pasting data and start using AI to analyze the trends instead.

• Just Start Building: Why waiting for the "perfect strategy" is a mistake and how a "show and tell" approach wins internal buy-in.

Links & Tools mentioned:

• Meister

• AirOps

• Zapier

• Make

Connect with us:

• Connect with Daan

• Connect with Jacob

• Connect with Johanna