AI only creates leverage when it is wrapped in human judgment, a transparent process, and genuine care for the people you serve. Edwin Endlich’s approach at Wysh is a blueprint for CMOs and creative leaders who want AI to multiply impact without losing the soul of their work.
- Use AI note-taking and transcription to capture every idea, then mine meetings for real priorities and human insights.
- Turn freeform voice brainstorms into structured, AI-organized action plans so creative teams move faster without more managers.
- Train model-specific “stacks” (Claude for narrative, ChatGPT for research and workflows, image tools for visuals) rather than forcing a single tool to do everything.
- Pair old-school tactics (conference lists, in-person events) with AI-powered research and personalization for true account-based outreach.
- Treat agents like first-year interns—use them, supervise them, and design around their current limitations.
- Measure AI success by how many quality assets you ship and how much human time you win back for strategy and client time.
- Keep financial products and campaigns grounded in real human needs: security, inclusion, and simplicity, not just clever tech.
The Wysh Human-Centered AI Loop for Creative Marketing Leaders
Capture Everything, Then Let AI Sort the Signal
Edwin’s team records and transcribes meetings by default, not as an exception. Instead of relying on memory and bias (“I’m sure the CEO loved my idea”), they feed transcripts into AI to identify the most-discussed themes, decisions, and objections. This turns fleeting conversations into a searchable, reusable knowledge base that anchors strategy and creative briefs in what actually happened.
Freeform Thinking, Structured by Machines
After alignment, creatives are encouraged to talk ideas out in long, unbroken voice memos. Those get transcribed and handed to AI to cluster concepts, surface patterns, and propose next steps or likely obstacles. The habit shift moves brainstorming from scattered inspiration to a repeatable, documented process that preserves originality while adding rigor.
Auto-Generated Action Plans as the New Project Manager
Once the raw ideas are in place, AI is asked to outline the 8–10 concrete steps required to bring a campaign to life. That plan typically includes several moves the team hadn’t considered. Instead of waiting for a project manager to define the path, creative teams can self-propel—with AI acting as a lightweight production partner that clarifies sequencing, owners, and dependencies.
Visualize Concepts Early to Compress Approval Cycles
Using tools like Midjourney and other image generators, Wysh rapidly mocks up hero images, landing pages, and co-branded concepts for potential partners. What used to be “trust me, this will look great” is now “here’s a visual in 10 minutes.” That single shift has cut creative approval timelines in half and made abstract ideas concrete for non-creative stakeholders.
Layer AI Onto Old-School Tactics for Account-Based Relevance
Wysh still starts with analog conference and prospect lists, then lets AI enrich them with LinkedIn data, geography, and interests. From there, they auto-generate tailored invites, pick venues near attendees’ hotels, and even align events with likely sports interests. The result is classic account-based marketing—just executed in days instead of weeks, and with far greater personal relevance.
Multiply Output, Not Burnout, and Measure What Matters
The true win is leverage: the same team that used to ship three to four assets in a week can now produce 15–20 targeted pieces for a single launch. Success is measured in volume of relevant creative, speed to market, and quality of human attention reclaimed for strategy and client relationships. AI is not a headcount reduction tool at Wysh; it is a force multiplier for teams that still care deeply about every person on the receiving end of their campaigns.
Choosing the Right AI Stack for Creative and B2B Fintech Teams
Use Case | Primary Tool Choice | Why It Works | Leadership Takeaway |
|---|---|---|---|
Thought leadership & long-form copy | Claude | Helps refine complex ideas into clear, human-sounding narratives without stripping away the author’s voice. | Use Claude as your “editor in residence” for vision docs, POV pieces, and strategic messaging. |
Research, transcripts & workflow orchestration | ChatGPT with custom knowledge bases | Handles meeting transcripts, deep dives, and project-specific GPTs trained on internal docs. | Invest time in training a few robust GPTs around your products, brand voice, and ICPs. |
Concept visuals & co-branded mockups | Image generators (e.g., Midjourney, Google image tools) | Turns abstract campaign ideas into fast, on-brand comps for decks, hero sections, and pitch materials. | Use AI visuals early to build stakeholder confidence and accelerate “yes” decisions. |
Five Leadership Questions to Build a Wysh-Style AI Practice
How can I keep my team’s ideas from getting lost between meetings?
Make recording and transcription non-negotiable for key sessions, then push transcripts into AI to extract themes, open questions, and next steps. Encourage creatives to use AI as a “meeting persona” they can interrogate later: “What did the CEO emphasize most?” or “Which ideas were mentioned more than twice?” This reduces reliance on memory and spreads context across the team.
How do I introduce AI without making strategists and creatives feel replaceable?
Frame AI as a vehicle, not a rival. The strategist becomes the driver of the AI “car,” responsible for direction, prompts, and quality control. Creatives stay accountable for taste, storytelling, and emotional truth. When you position AI as an amplifier of expertise rather than a replacement, adoption increases, and defensiveness decreases.
What’s the right way to use agents when they’re still clumsy?
Treat agents like first-year interns: valuable, but never unsupervised. Assign them structured, repetitive work—data enrichment, first-draft research, light spreadsheet tasks—then review results carefully. Design your processes so agents can extend capacity rather than being entrusted with unmonitored, high-stakes decisions.
How can I personalize B2B outreach at scale without creeping people?
Start with legitimate sources—conference attendee lists, public LinkedIn data, company news—and use AI to cluster by role, region, and likely priorities. Personalize around context (their city, event schedule, vertical) and shared value, not on sensitive or inferred private data. The goal is to show you did your homework, not that you’ve been tracking them.
What should my team actually measure to know AI is working?
Track asset throughput per week, time from brief to first draft, number of variants you can A/B test, and hours reclaimed from note-taking, research, and basic production. Pair that with outcome metrics—reply rates, meeting acceptance, partner conversions—and consistently ask: “Did AI help us ship more relevant work, faster, without eroding trust?” If the answer is yes, you’re on the right path.
Author: Emanuel Rose, Senior Marketing Executive, Strategic eMarketing
Contact: https://www.linkedin.com/in/b2b-leadgeneration/
Last updated:
- Authentic Marketing in the Age of AI, Emanuel Rose, 2023.
- Wysh company materials and public positioning on embedded life insurance.
- Conversation with Edwin Endlich on “Marketing in the Age of AI” podcast (transcript provided by the guest session).
- Anthropic and OpenAI public documentation on Claude and ChatGPT capabilities.
About Strategic eMarketing: Strategic eMarketing helps growth-focused organizations design and execute measurable marketing systems that blend human storytelling with AI-enabled efficiency.
https://strategicemarketing.com/about
https://www.linkedin.com/company/strategic-emarketing
https://podcasts.apple.com/us/podcast/marketing-in-the-age-of-ai
https://open.spotify.com/show/marketing-in-the-age-of-ai
https://www.youtube.com/@EmanuelRose
Guest Spotlight
Guest: Edwin Endlich, Chief Creative Officer, Wysh
Company: Wysh – a fintech company reimagining financial protection for people who’ve been left out of the system.
LinkedIn: https://www.linkedin.com/in/edwinendlich/
Email: edwin.endlich@wysh.com
Episode: Marketing in the Age of AI with guest Edwin Endlich (recorded December 17, 2025, 3:00 PM PST / 6:00 PM EST).
Edwin brings a background in creative education and a storyteller’s lens to product design, building AI-powered tools at Wysh that feel simple, human, and aligned with real-world values. He also co-leads NAFLI, a nonprofit advancing inclusive financial literacy for communities historically overlooked by traditional financial systems.
About the Host
Emanuel Rose is a senior marketing executive and author of “Authentic Marketing in the Age of AI,” specializing in demand generation, storytelling, and practical AI adoption for growth-minded organizations. Connect with him on LinkedIn at https://www.linkedin.com/in/b2b-leadgeneration/
Turn AI Insight into Action This Week
Pick one workflow—discovery calls, brainstorms, or account research—and plug in the Wysh-style loop: capture everything, organize with AI, and generate a concrete action plan. Measure how many hours you win back and how many more tailored assets your team ships.
Once you see real leverage in that one lane, expand deliberately: train a small, focused AI stack around your product, your buyers, and your voice, and make AI an everyday co-pilot rather than a side project that never leaves the lab.