{"id":2822,"date":"2026-07-16T22:26:41","date_gmt":"2026-07-16T19:26:41","guid":{"rendered":"https:\/\/www.womeninmarketing.bg\/?p=2822"},"modified":"2026-07-16T22:26:44","modified_gmt":"2026-07-16T19:26:44","slug":"practical-ai-for-marketers","status":"publish","type":"post","link":"https:\/\/www.womeninmarketing.bg\/bg\/webinars\/practical-ai-for-marketers\/","title":{"rendered":"Practical AI for Marketers: A Complete Guide (Without the Hype)"},"content":{"rendered":"<p class=\"wp-block-paragraph\"><strong>In this recap:<\/strong> learn to use AI for competitor and user research, technical branding for AI search, organic marketing and SEO, and video \u2014 plus actionable first steps for learning AI as a senior marketer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">AI is everywhere in marketing right now \u2014 and so is the hype. For our first webinar of 2026, we brought together five practitioners who actually use AI in their day-to-day to cut through the noise: where it genuinely helps, where it quietly fails, and how to stay firmly in control. No hype, just practical applications you can try this week.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hosted by our founder <a href=\"https:\/\/www.womeninmarketing.bg\/bg\/speakers\/lazarina-stoy\/\">\u041b\u0430\u0437\u0430\u0440\u0438\u043d\u0430 \u0421\u0442\u043e\u044f\u043d\u043e\u0432\u0430<\/a>, this recap gathers their playbook. Watch the full recording below, jump to any section, and take the next steps with you. You can also revisit the <a href=\"https:\/\/www.womeninmarketing.bg\/bg\/event\/wim-bg-webinar-005-ai-in-marketing-practical-applications-without-the-hype\/\">webinar event page<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-embed alignwide is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"WiM BG Webinar #005 on AI in Marketing: Practical Applications Without the Hype\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/zzaXiv9RDKQ?feature=oembed&#038;enablejsapi=1&#038;origin=https:\/\/www.womeninmarketing.bg\/bg\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Meet the panel<\/h2>\n\n\n\n<div style=\"display:flex;flex-wrap:wrap;gap:14px;margin:8px 0;\">\n<div style=\"flex:1;min-width:220px;background:rgba(255,255,255,0.04);border:1px solid rgba(255,255,255,0.10);border-radius:12px;padding:18px;\">\n<p style=\"font-weight:700;margin:0 0 2px;\">Samantha Torres<\/p>\n<p style=\"font-size:13px;opacity:.65;margin:0;\">Sr. Manager, Technical SEO, Pipedrive<\/p>\n<\/div>\n<div style=\"flex:1;min-width:220px;background:rgba(255,255,255,0.04);border:1px solid rgba(255,255,255,0.10);border-radius:12px;padding:18px;\">\n<p style=\"font-weight:700;margin:0 0 2px;\">Myriam Jessier<\/p>\n<p style=\"font-size:13px;opacity:.65;margin:0;\">SEO Executive, Pragm<\/p>\n<\/div>\n<div style=\"flex:1;min-width:220px;background:rgba(255,255,255,0.04);border:1px solid rgba(255,255,255,0.10);border-radius:12px;padding:18px;\">\n<p style=\"font-weight:700;margin:0 0 2px;\">Jess Sankhavaram-Peck<\/p>\n<p style=\"font-size:13px;opacity:.65;margin:0;\">Data Scientist &amp; ML Engineer<\/p>\n<\/div>\n<div style=\"flex:1;min-width:220px;background:rgba(78,234,220,0.06);border:1px solid rgba(78,234,220,0.35);border-radius:12px;padding:18px;\">\n<p style=\"font-weight:700;margin:0 0 2px;\">\u041b\u0430\u0440\u0438\u0441\u0430 \u0418\u0432\u0430\u043d\u043e\u0432\u0430<\/p>\n<p style=\"font-size:13px;opacity:.65;margin:0 0 10px;\">Video SEO Strategist, Founder at Avenara<\/p>\n<a href=\"https:\/\/www.womeninmarketing.bg\/bg\/speakers\/larisa-ivanova\/\" style=\"color:#4eeadc;font-weight:600;font-size:12.5px;text-decoration:none;\">View speaker page \u2192<\/a>\n<\/div>\n<div style=\"flex:1;min-width:220px;background:rgba(255,255,255,0.04);border:1px solid rgba(255,255,255,0.10);border-radius:12px;padding:18px;\">\n<p style=\"font-weight:700;margin:0 0 2px;\">Emina Demiri<\/p>\n<p style=\"font-size:13px;opacity:.65;margin:0;\">Head of Digital Marketing, Vixen Digital<\/p>\n<\/div>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Table of contents<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"#research\">AI for competitor &amp; user research \u2014 Samantha Torres<\/a><\/li>\n\n\n\n<li><a href=\"#branding\">Technical branding for AI search \u2014 Myriam Jessier<\/a><\/li>\n\n\n\n<li><a href=\"#organic\">AI for organic &amp; SEO, without losing control \u2014 Jess Sankhavaram-Peck<\/a><\/li>\n\n\n\n<li><a href=\"#video\">AI for video \u2014 Larisa Ivanova<\/a><\/li>\n\n\n\n<li><a href=\"#learning\">Learning AI as a senior marketer \u2014 Emina Demiri<\/a><\/li>\n\n\n\n<li><a href=\"#future\">Panel: the future of AI in marketing<\/a><\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 id=\"research\" class=\"wp-block-heading\">AI for competitor &amp; user research<\/h2>\n\n\n\n<p class=\"wimbg-watch wp-block-paragraph\">\u25b6 <a href=\"https:\/\/youtu.be\/zzaXiv9RDKQ?t=660\" target=\"_blank\" rel=\"noopener\">Watch this segment (11:00)<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Samantha Torres<\/strong>, who recently moved from agency to senior manager of technical SEO at Pipedrive, set the tone for the whole session with one principle: <strong>AI should be your research assistant, not your strategist<\/strong>. She&#8217;s watched clients and colleagues let AI make decisions for them \u2014 but it doesn&#8217;t understand the nuance of your market or who you are. What it&#8217;s brilliant at is processing a huge amount of data quickly and helping you find patterns you&#8217;d never have time to surface yourself.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Her framing for finding useful workflows: think about the datasets you <em>wish<\/em> you could analyse at scale \u2014 and if a source has an API, you&#8217;re usually in business. The YouTube API is beautifully documented and easy to build tools on; Google Business Profile reviews (yours or a competitor&#8217;s), competitor email newsletters (gold for SaaS), and product changelogs all reveal how a competitor is shifting. Sam shared a real example: for a prospective client she used the OpenTable API to find underserved cuisines and areas in a city. The troubleshooting, she noted, becomes a skill you build over time \u2014 the more you do it, the easier it gets.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A concrete workflow she demoed (with a fictional example): feed the model competitor email files and prompt it to draft a Google Colab notebook that extracts the subject lines and body text, then analyses which topics and features those emails talk about and how often \u2014 surfacing, say, a competitor that used to push one feature and has now pivoted to another. Because it&#8217;s a repeatable tool, you re-run it to stay current and get fewer surprises.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u0412\u043a\u043b\u044e\u0447\u0435\u043d\u043e <strong>user intent<\/strong>, Sam pushed past the traditional four buckets (navigational, transactional, informational, commercial). Go a layer deeper: what is the user actually frustrated about, and what prompted the search? Then bring in other signals \u2014 YouTube comments, Google Business reviews \u2014 and mesh them with your topic clusters. Using this process on one project, she uncovered three genuinely distinct audiences, which told her the site needed three distinct pieces of content.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Her cautions were just as practical. Hallucinations show up most on live fetches and crawls (the model will confidently report rich snippets that aren&#8217;t there), so she works with a bias toward feeding the data into the model herself. Models also mis-weigh metrics \u2014 one had judged a competitor &#8220;strong&#8221; on a topic purely because it had 40 pages on it versus three on another, when page count says nothing about authority; you have to qualify what actually matters. And on privacy and compliance: never feed personal or confidential data into an LLM. Sam uses Claude to build a Colab notebook so she can analyse her GSC and GA4 data locally, without any of it going into a model.<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>AI should be your research assistant, not a strategist.<\/p><cite>Samantha Torres<\/cite><\/blockquote><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">\u0412\u0430\u0448\u0438\u0442\u0435 \u0441\u043b\u0435\u0434\u0432\u0430\u0449\u0438 \u0434\u0435\u0439\u0441\u0442\u0432\u0438\u044f<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>List the datasets you&#8217;d love to analyse at scale \u2014 start with anything that has an API (YouTube, reviews, changelogs).<\/li>\n\n\n\n<li>Build repeatable Colab workflows (e.g. analysing competitor newsletters) so you re-run them and stay ahead.<\/li>\n\n\n\n<li>Go deeper on intent \u2014 what frustration prompted the search? \u2014 and mesh it with reviews and comments.<\/li>\n\n\n\n<li>Feed the model your data instead of relying on live fetches, qualify the metrics that matter, and never put personal or confidential data into an LLM.<\/li>\n<\/ul>\n\n\n\n<h2 id=\"branding\" class=\"wp-block-heading\">Technical branding for AI search<\/h2>\n\n\n\n<p class=\"wimbg-watch wp-block-paragraph\">\u25b6 <a href=\"https:\/\/youtu.be\/zzaXiv9RDKQ?t=1170\" target=\"_blank\" rel=\"noopener\">Watch this segment (19:30)<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Myriam Jessier<\/strong> opened with the perfect answer to the &#8220;GEO vs AEO vs LLMO&#8221; acronym debate: her preferred term is &#8220;whatever my clients call it.&#8221; The label doesn&#8217;t matter \u2014 what matters is what you <em>\u043f\u0440\u0430\u0432\u044f<\/em> with it. And what she does is solve a very old problem in a new way. Technical SEO has always struggled for budget because it&#8217;s like selling insurance: nobody has fun buying it. So Myriam reframes the work as <strong>technical branding<\/strong> \u2014 treating your site infrastructure as a literal identity protocol that governs how your brand comes across when AI narrates it. Framed that way, people actually want to fund it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The core risk she&#8217;s protecting against is <strong>AI brand drift<\/strong> \u2014 when your brand gets collapsed into a competitor&#8217;s, or when the model surfaces the wrong information about you. Think about what happens when someone asks an AI about your brand: it goes online, checks sources, verifies whether it&#8217;s confident, and scores the risk. The practice of technical branding includes bot governance (making sure a model doesn&#8217;t take a partial read \u2014 glance at a small window and leave), keeping every shareable asset accurate and readable, and making sure an old PDF claiming you cost $8 when your price is $12 never becomes a source. Hallucinations cost real money \u2014 she pointed to restaurants fed up with customers arriving on wrong information. And you reframe the value for each stakeholder: for a CMO, &#8220;I&#8217;ll make sure the brand stays consistent even when AI summarises it, even though we get a new answer every time.&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Her most concrete tip: we now have to <strong>optimise for the &#8220;machine gaze.&#8221;<\/strong> For video in particular, that gets technical \u2014 AI samples video at roughly one frame per second, so if you use rapid TikTok-style smash cuts, the model simply can&#8217;t follow it. Instead, you need to chunk your video and give it real structure (yes, pre-chunking), stay consistent across script and visuals, and use deliberate, dramatic pauses as a kind of &#8220;audio bolding&#8221; \u2014 using your cadence to signal what the key points are.<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>Reframe your site infrastructure as an identity protocol \u2014 that&#8217;s how you prevent AI brand drift.<\/p><cite>Myriam Jessier<\/cite><\/blockquote><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">\u0412\u0430\u0448\u0438\u0442\u0435 \u0441\u043b\u0435\u0434\u0432\u0430\u0449\u0438 \u0434\u0435\u0439\u0441\u0442\u0432\u0438\u044f<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Audit how AI describes your brand today, and fix the sources that cause drift.<\/li>\n\n\n\n<li>Pitch technical work as &#8220;technical branding&#8221; to unlock budget from leadership.<\/li>\n\n\n\n<li>Make every shareable asset accurate and machine-readable, and watch for outdated pages becoming sources.<\/li>\n\n\n\n<li>Optimise video for the machine gaze: structure, chunking, consistency, and deliberate pauses.<\/li>\n<\/ul>\n\n\n\n<h2 id=\"organic\" class=\"wp-block-heading\">AI for organic &amp; SEO \u2014 without losing control<\/h2>\n\n\n\n<p class=\"wimbg-watch wp-block-paragraph\">\u25b6 <a href=\"https:\/\/youtu.be\/zzaXiv9RDKQ?t=1650\" target=\"_blank\" rel=\"noopener\">Watch this segment (27:30)<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Jess Sankhavaram-Peck<\/strong>, a data engineer, delivered the session&#8217;s sharpest reframe: saying generative AI &#8220;sometimes hallucinates&#8221; is a misnomer \u2014 it is <em>always<\/em> hallucinating. Everything it produces is a plausible-sounding guess; it cannot tell truth from lies. So treat it as an automation layer that helps you analyse, organise, and speed up workflows \u2014 never as a source of truth. Her cautionary tale was a real Reddit post: &#8220;we just found out our AI has been making up analytics data for three months, and I&#8217;m gonna throw up.&#8221; We do not want to throw up.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The trap is asking the model to interpret your data for you \u2014 because if you push it (&#8220;we&#8217;re a company at this valuation, tell us where we&#8217;re going&#8221;), you can unintentionally weight the input so it hands back the answer you wanted to hear. Her safest pattern is a clean division of labour: <strong>AI helps with the process, your system defines the data, and you define the analysis.<\/strong> As she put it, generative AI isn&#8217;t reliable as an output source \u2014 it&#8217;s like a light switch that occasionally makes a duck noise, and you don&#8217;t want the duck noise in your data.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Her recommended path keeps you in control. Don&#8217;t put your data into a chatbot at all; instead, like Sam suggested, poke around GitHub for scripts that support an SEO practice and tell the model &#8220;apply this to my data.&#8221; Use Colab \u2014 you can experiment freely, you won&#8217;t break Google, and it&#8217;s a safe place to learn. Even with code you can get incorrect inputs and outputs, so you still need to sample, check the baseline, trust your gut, and know enough Python to use it effectively (her mini crash course: a variable is just a declaration \u2014 that&#8217;s genuinely most of what you need to start). Above all: you are the brains, AI is the brawn. Models are designed to be agreeable, which means they&#8217;ll hide difficult truths from you \u2014 so force yourself to look for them.<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>If you can&#8217;t reproduce it, don&#8217;t operationalize it.<\/p><cite>Jess Sankhavaram-Peck<\/cite><\/blockquote><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">\u0412\u0430\u0448\u0438\u0442\u0435 \u0441\u043b\u0435\u0434\u0432\u0430\u0449\u0438 \u0434\u0435\u0439\u0441\u0442\u0432\u0438\u044f<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Split the work: AI runs the process, your system defines the data, you define the analysis.<\/li>\n\n\n\n<li>Never treat generative output as truth \u2014 if you can&#8217;t reproduce it, don&#8217;t operationalise it.<\/li>\n\n\n\n<li>Use Colab and a little Python to run and sanity-check your own analyses.<\/li>\n\n\n\n<li>Actively hunt for the difficult truths a model will try to smooth over.<\/li>\n<\/ul>\n\n\n\n<h2 id=\"video\" class=\"wp-block-heading\">AI for video<\/h2>\n\n\n\n<p class=\"wimbg-watch wp-block-paragraph\">\u25b6 <a href=\"https:\/\/youtu.be\/zzaXiv9RDKQ?t=2190\" target=\"_blank\" rel=\"noopener\">Watch this segment (36:30)<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.womeninmarketing.bg\/bg\/speakers\/larisa-ivanova\/\"><strong>\u041b\u0430\u0440\u0438\u0441\u0430 \u0418\u0432\u0430\u043d\u043e\u0432\u0430<\/strong><\/a>, who specialises in video SEO through psychology, is fascinated by how our brains react to the line between reality and the artificial \u2014 and she used her time to show how AI now lets you create video faster and in bulk. Her walkthrough: building a <strong>personal AI avatar<\/strong> (using HeyGen as an example, and she was clear it wasn&#8217;t an advertisement). You start by recording a well-lit video of yourself talking about a variety of things, so the model has enough to learn and copy you accurately. Then you train the avatar and edit it \u2014 adding your personality, music, and cuts \u2014 and you can create different versions of yourself for different types of content.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Her hands-on tips are the kind you only learn by doing: don&#8217;t move your hands too much while recording, because it confuses the model and gives you a wonky result; be brave about tweaking the settings; and watch carefully for glitches. But she closed on the point that mattered most, cutting straight through the hype: even when AI makes the video, the content still has to be <strong>meaningful<\/strong>. As long as it genuinely helps someone, great \u2014 but if it&#8217;s just AI slop, it&#8217;s worthless.<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>Even if you use AI to create content, make sure it&#8217;s meaningful \u2014 content that actually helps someone.<\/p><cite>\u041b\u0430\u0440\u0438\u0441\u0430 \u0418\u0432\u0430\u043d\u043e\u0432\u0430<\/cite><\/blockquote><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">\u0412\u0430\u0448\u0438\u0442\u0435 \u0441\u043b\u0435\u0434\u0432\u0430\u0449\u0438 \u0434\u0435\u0439\u0441\u0442\u0432\u0438\u044f<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Record varied, well-lit footage of yourself to train a personal avatar.<\/li>\n\n\n\n<li>Keep hand movements minimal, be bold with settings, and watch for glitches.<\/li>\n\n\n\n<li>Create different avatar versions for different content types.<\/li>\n\n\n\n<li>Whatever you generate, make sure it&#8217;s genuinely useful \u2014 not AI slop.<\/li>\n<\/ul>\n\n\n\n<h2 id=\"learning\" class=\"wp-block-heading\">Learning AI as a senior marketer<\/h2>\n\n\n\n<p class=\"wimbg-watch wp-block-paragraph\">\u25b6 <a href=\"https:\/\/youtu.be\/zzaXiv9RDKQ?t=2610\" target=\"_blank\" rel=\"noopener\">Watch this segment (43:30)<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Emina Demiri<\/strong> tackled the question every experienced marketer is quietly wrestling with. The pressure is real: she cited a Marketing Week study in which 84% of companies said understanding AI is far more important now than it was three years ago. But two things get in the way of keeping up \u2014 the fact that everything changes hourly, and the imposter syndrome that creeps in when you feel you should already know all of it. Her answer is a simple, humane process.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">First, <strong>understand yourself<\/strong>: your goals, your cognitive tendencies (how you&#8217;re actually wired when you learn), and how you learn best. Second, <strong>embed on your own terms<\/strong>: don&#8217;t learn in the abstract \u2014 start from your real problems and tie every experiment to a live brief. (She gave the example of a client request becoming the reason to learn a new technique \u2014 which then delivered results across channels.) Third, <strong>build the habits<\/strong>: as a self-described rabbit-hole jumper who tends to start three courses at once, she now time-boxes her sessions to stay focused.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Her personal stack is a useful template: she&#8217;s a doer who also loves a good course (including Lazarina&#8217;s <a href=\"https:\/\/academy.mlforseo.com\/course\/introduction-to-machine-learning-for-seo\/\" target=\"_blank\" rel=\"noopener\">Introduction to Machine Learning for SEO<\/a> and Brittany Mueller&#8217;s AI course), reads academic papers, leans on collaboration (her husband, a head of data science, explains the maths), and works in Claude Code and Colab \u2014 always with Docker and environment files, never raw API keys. And in a lovely note for anyone feeling behind: as a senior, she&#8217;s now willing to share her &#8220;broken code&#8221; openly, precisely to normalise the fact that everyone is still learning.<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>Upskill on your own terms \u2014 start with your real problems and tie every experiment to a brief.<\/p><cite>Emina Demiri<\/cite><\/blockquote><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">\u0412\u0430\u0448\u0438\u0442\u0435 \u0441\u043b\u0435\u0434\u0432\u0430\u0449\u0438 \u0434\u0435\u0439\u0441\u0442\u0432\u0438\u044f<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Map how you learn best before choosing courses or tools.<\/li>\n\n\n\n<li>Tie every AI experiment to a real problem or client brief.<\/li>\n\n\n\n<li>Time-box your learning sessions to avoid rabbit holes.<\/li>\n\n\n\n<li>Work securely \u2014 use Docker and environment files, never raw API keys.<\/li>\n<\/ul>\n\n\n\n<h2 id=\"future\" class=\"wp-block-heading\">Panel: the future of AI in marketing<\/h2>\n\n\n\n<p class=\"wimbg-watch wp-block-paragraph\">\u25b6 <a href=\"https:\/\/youtu.be\/zzaXiv9RDKQ?t=3120\" target=\"_blank\" rel=\"noopener\">Watch this segment (52:00)<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The closing discussion was refreshingly grounded. <strong>Jess<\/strong> argued that LLMs can&#8217;t become the perfect information sources or people-replacements they&#8217;re marketed as \u2014 but they can be genuinely useful tools, and just because you <em>\u043c\u043e\u0436\u0435<\/em> use one for something doesn&#8217;t mean you should. Her plea was pointed: if you&#8217;re in a position to keep hiring juniors, please do \u2014 because juniors become the seniors who actually understand the code. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Emina<\/strong> placed us firmly in the &#8220;trough of disillusionment&#8221; (citing a Gartner\/Deloitte-style report), warning that the promised value hasn&#8217;t materialised and that teams risk spending all their time reviewing LLM outputs instead of doing strategy \u2014 and &#8220;AGI from these models, as if.&#8221; <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Larisa<\/strong> offered the most human note: if we start relying fully on calculation as a substitute for our own minds, we lose something essential about being people. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And <strong>Samantha<\/strong> reminded everyone that even as consumer behaviour shifts, we have to keep the cost \u2014 including the environmental cost \u2014 firmly in view, or we drift toward a Wall-E future of total tech reliance.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Learn more &amp; join us<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Connect with the panel: <a href=\"https:\/\/www.womeninmarketing.bg\/bg\/speakers\/larisa-ivanova\/\">\u041b\u0430\u0440\u0438\u0441\u0430 \u0418\u0432\u0430\u043d\u043e\u0432\u0430<\/a> (Avenara), Samantha Torres (Pipedrive), Myriam Jessier (Pragm), Jess Sankhavaram-Peck, and Emina Demiri (Vixen Digital).<\/li>\n\n\n\n<li>More recaps: <a href=\"https:\/\/www.womeninmarketing.bg\/bg\/webinars\/complete-guide-to-freelancing\/\">freelancing<\/a> \u0438 <a href=\"https:\/\/www.womeninmarketing.bg\/bg\/webinars\/how-to-start-and-scale-a-digital-marketing-agency\/\">agency growth<\/a>.<\/li>\n\n\n\n<li>Discover more <a href=\"https:\/\/www.womeninmarketing.bg\/bg\/speakers\/\">community speakers<\/a> \u0438 <a href=\"https:\/\/www.womeninmarketing.bg\/bg\/events\/\">upcoming events<\/a>.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Want more sessions like this? <a href=\"https:\/\/forms.gle\/4VhXJHdwt6yePts5A\" target=\"_blank\" rel=\"noopener\">Join the Women in Marketing \u2013 Bulgaria community<\/a> on Slack and subscribe to our <a href=\"https:\/\/www.womeninmarketing.bg\/bg\/newsletter\/\">\u0431\u044e\u043b\u0435\u0442\u0438\u043d<\/a> so you never miss a webinar.<\/p>","protected":false},"excerpt":{"rendered":"<p>Five practitioners on using AI for competitor and user research, technical branding for AI search, organic and SEO, video, and upskilling as a senior marketer \u2014 a practical, hype-free recap of our AI in Marketing webinar.<\/p>","protected":false},"author":1,"featured_media":2811,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_uag_custom_page_level_css":"","_swt_meta_header_display":false,"_swt_meta_footer_display":false,"_swt_meta_site_title_display":false,"_swt_meta_sticky_header":false,"_swt_meta_transparent_header":false,"_wp_convertkit_post_meta":{"form":"-1","landing_page":"0","tag":"0","restrict_content":"0"},"_EventAllDay":false,"_EventTimezone":"","_EventStartDate":"","_EventEndDate":"","_EventStartDateUTC":"","_EventEndDateUTC":"","_EventShowMap":false,"_EventShowMapLink":false,"_EventURL":"","_EventCost":"","_EventCostDescription":"","_EventCurrencySymbol":"","_EventCurrencyCode":"","_EventCurrencyPosition":"","_EventDateTimeSeparator":"","_EventTimeRangeSeparator":"","_EventOrganizerID":[],"_EventVenueID":[],"_OrganizerEmail":"","_OrganizerPhone":"","_OrganizerWebsite":"","_VenueAddress":"","_VenueCity":"","_VenueCountry":"","_VenueProvince":"","_VenueState":"","_VenueZip":"","_VenuePhone":"","_VenueURL":"","_VenueStateProvince":"","_VenueLat":"","_VenueLng":"","_VenueShowMap":false,"_VenueShowMapLink":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[103],"tags":[],"class_list":["post-2822","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-webinars"],"acf":[],"jetpack_featured_media_url":"https:\/\/www.womeninmarketing.bg\/wp-content\/uploads\/2026\/07\/webinar-005-ai-in-marketing.png","uagb_featured_image_src":{"full":["https:\/\/www.womeninmarketing.bg\/wp-content\/uploads\/2026\/07\/webinar-005-ai-in-marketing.png",2240,1260,false],"thumbnail":["https:\/\/www.womeninmarketing.bg\/wp-content\/uploads\/2026\/07\/webinar-005-ai-in-marketing-150x150.png",150,150,true],"medium":["https:\/\/www.womeninmarketing.bg\/wp-content\/uploads\/2026\/07\/webinar-005-ai-in-marketing-300x169.png",300,169,true],"medium_large":["https:\/\/www.womeninmarketing.bg\/wp-content\/uploads\/2026\/07\/webinar-005-ai-in-marketing-768x432.png",768,432,true],"large":["https:\/\/www.womeninmarketing.bg\/wp-content\/uploads\/2026\/07\/webinar-005-ai-in-marketing-1024x576.png",1024,576,true],"course_archive_thumbnail":["https:\/\/www.womeninmarketing.bg\/wp-content\/uploads\/2026\/07\/webinar-005-ai-in-marketing-100x56.png",100,56,true],"course_single_thumbnail":["https:\/\/www.womeninmarketing.bg\/wp-content\/uploads\/2026\/07\/webinar-005-ai-in-marketing-100x56.png",100,56,true],"lesson_archive_thumbnail":["https:\/\/www.womeninmarketing.bg\/wp-content\/uploads\/2026\/07\/webinar-005-ai-in-marketing-100x56.png",100,56,true],"lesson_single_thumbnail":["https:\/\/www.womeninmarketing.bg\/wp-content\/uploads\/2026\/07\/webinar-005-ai-in-marketing-100x56.png",100,56,true],"1536x1536":["https:\/\/www.womeninmarketing.bg\/wp-content\/uploads\/2026\/07\/webinar-005-ai-in-marketing-1536x864.png",1536,864,true],"2048x2048":["https:\/\/www.womeninmarketing.bg\/wp-content\/uploads\/2026\/07\/webinar-005-ai-in-marketing-2048x1152.png",2048,1152,true],"trp-custom-language-flag":["https:\/\/www.womeninmarketing.bg\/wp-content\/uploads\/2026\/07\/webinar-005-ai-in-marketing-18x10.png",18,10,true],"authorship-box-avatar":["https:\/\/www.womeninmarketing.bg\/wp-content\/uploads\/2026\/07\/webinar-005-ai-in-marketing-150x150.png",150,150,true],"authorship-box-related":["https:\/\/www.womeninmarketing.bg\/wp-content\/uploads\/2026\/07\/webinar-005-ai-in-marketing-70x70.png",70,70,true],"woocommerce_thumbnail":["https:\/\/www.womeninmarketing.bg\/wp-content\/uploads\/2026\/07\/webinar-005-ai-in-marketing-300x300.png",300,300,true],"woocommerce_single":["https:\/\/www.womeninmarketing.bg\/wp-content\/uploads\/2026\/07\/webinar-005-ai-in-marketing-600x338.png",600,338,true],"woocommerce_gallery_thumbnail":["https:\/\/www.womeninmarketing.bg\/wp-content\/uploads\/2026\/07\/webinar-005-ai-in-marketing-100x100.png",100,100,true]},"uagb_author_info":{"display_name":"womeninmarketing.bg","author_link":"https:\/\/www.womeninmarketing.bg\/bg\/author\/womeninmarketing-bg\/"},"uagb_comment_info":0,"uagb_excerpt":"Five practitioners on using AI for competitor and user research, technical branding for AI search, organic and SEO, video, and upskilling as a senior marketer \u2014 a practical, hype-free recap of our AI in Marketing webinar.","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.womeninmarketing.bg\/bg\/wp-json\/wp\/v2\/posts\/2822","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.womeninmarketing.bg\/bg\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.womeninmarketing.bg\/bg\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.womeninmarketing.bg\/bg\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.womeninmarketing.bg\/bg\/wp-json\/wp\/v2\/comments?post=2822"}],"version-history":[{"count":3,"href":"https:\/\/www.womeninmarketing.bg\/bg\/wp-json\/wp\/v2\/posts\/2822\/revisions"}],"predecessor-version":[{"id":2832,"href":"https:\/\/www.womeninmarketing.bg\/bg\/wp-json\/wp\/v2\/posts\/2822\/revisions\/2832"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.womeninmarketing.bg\/bg\/wp-json\/wp\/v2\/media\/2811"}],"wp:attachment":[{"href":"https:\/\/www.womeninmarketing.bg\/bg\/wp-json\/wp\/v2\/media?parent=2822"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.womeninmarketing.bg\/bg\/wp-json\/wp\/v2\/categories?post=2822"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.womeninmarketing.bg\/bg\/wp-json\/wp\/v2\/tags?post=2822"}],"curies":[{"name":"\u0440\u0430\u0431\u043e\u0442\u043d\u0430 \u0441\u0440\u0435\u0449\u0430","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}