Everyone wants viral AI content.

Most brands are doing it wrong.

On this episode of AI: Machine-Made Marketing, Jeff MacDonald, Director of Innovation and Technology at Movers+Shakers, joins us to unpack what separates AI gimmicks from true creative acceleration.

Jeff sits at the intersection of social-first storytelling and AI tool-building—helping one of the internet’s most viral agencies design systems that compress time without compromising taste. His take? AI shouldn’t be used to trick audiences or replace human instinct. It should function like special effects: enhancing the story, not pretending to be the story.

As brands expand across regions, platforms, and formats, the challenge isn’t just translation — it’s tuning. How do you scale content globally without flattening tone, losing cultural nuance, or breaking brand trust?

In this episode of AI: Machine-Made Marketing, we’re joined by Jason Hemingway, CMO at Phrase, to explore how AI-powered language technology is reshaping the way brands create, localize, and personalize content at scale.

Jason breaks down the shift from manual, slow, human-only workflows to intelligent automation that blends machine translation, quality scoring, and human oversight. We discuss when AI should lead, when humans must stay in the loop, and how “tuning” content — not just translating it — helps brands protect voice, accelerate go-to-market timelines, and unlock real performance gains across global audiences.

If you’re a marketing leader navigating global growth, brand consistency, and creative pressure, this conversation offers a practical roadmap for using AI where it truly adds value — and avoiding it where it doesn’t.