In the fast-paced world of B2B marketing, efficiency, creativity, and speed-to-market are more critical than ever. As customer expectations shift and the lines between B2B and B2C blur, marketers are challenged to deliver personalized, compelling narratives across multiple channels—and do it fast.
That’s exactly the challenge Blaine Prince, Director of Digital Marketing at Daxco, is tackling head-on. In a recent episode of Search and Revenue, Blaine shared how his team is embracing AI to enhance their marketing strategies and connect more deeply with audiences.
AI Isn’t Replacing Humans—It’s Accelerating Them
At Daxco—a software and services provider for the fitness and wellness industry—AI plays a key role in optimizing workflows and boosting campaign velocity. But Blaine is clear: AI isn’t about cutting corners or replacing the human touch. Instead, it’s about augmenting what people do best.
“AI helps bring velocity to our workflows without sacrificing quality,” Blaine explains. “It allows us to execute faster while staying cost-efficient and creatively strong.”
The strategy? Use AI in the early stages—think ideation, outlining, and drafting—so the team can focus their energy on refining, contextualizing, and delivering final outputs that truly resonate.
Balancing Automation with Human Oversight
So, how does a team draw the line between what AI should handle and what needs a human eye? According to Blaine, it’s all about checkpoints. While AI can help generate content or streamline processes, every final product still goes through a human review. This ensures brand voice, accuracy, and contextual relevance—especially in a world where AI tools can still hallucinate or miss the mark.
“AI is great at getting us to a starting point faster,” he says, “but we always make sure the final output is a collaboration between machine and human.”
More Efficiency = More Work? Kind Of.
One might assume that AI frees up time, reducing the workload. But in Blaine’s experience, it actually opens the door to more possibilities.
“When you answer one question, you uncover five more,” he says, comparing the process to scientific discovery. “AI frees us from the mundane, which gives us space to focus on creative strategy, visual storytelling, and deeper data analysis.”
In other words, AI doesn’t necessarily mean less work—it just shifts the focus to more impactful and innovative tasks.
The Future: More Creativity, Faster Execution
With AI handling repetitive tasks and accelerating early-stage production, marketing teams like Daxco’s are able to invest more time in the creative and strategic work that truly drives results. Blaine believes this shift will usher in a new wave of innovation in marketing.
“We should expect exponential growth in the creativity and strategies we see in the market,” he predicts. “AI is freeing up human brainpower to focus on what really matters.”
Final Thoughts
Blaine’s approach is a compelling reminder that AI isn’t about replacing marketers—it’s about empowering them. By combining human insight with machine efficiency, brands can deliver smarter, faster, and more impactful campaigns that truly connect with their audiences.
Want more marketing insights like this? Stay tuned for future episodes of Search and Revenue, where top marketers share how they’re navigating the evolving landscape with creativity, tech, and a whole lot of strategy.
