Business and marketing leaders are rethinking how they create and scale content in an AI driven world. In this episode of Scaling with AI, Jon Buckthorp from Differentiated joins Alex to explore how AI content creation is transforming user behaviour, marketing workflows and customer expectations.

Jon explains how AI can act as a genuine content partner, improving research, ideation and writing so teams can produce higher quality work at speed. He shares why brands must move away from thought theatre and focus instead on clarity, depth and measurable value. The discussion breaks down the growing gap between what users say they want and what they actually engage with, plus why traditional content marketing models are struggling to keep up.

You will also hear practical examples from Differentiated, covering generative AI, personalised content journeys, AI assisted workflows and the real world impact these tools can have on marketing performance.

If you want to understand how AI can elevate your content strategy, meet rising user expectations and give your team a smarter way to work, this episode of Scaling with AI will help you stay ahead.