Dara Treseder, Chief Marketing Officer at Autodesk, is redefining the role of artificial intelligence in marketing by emphasizing the power of human ingenuity.
At Fortune Brainstorm Tech, Treseder highlighted her innovative approach to ensuring Autodesk’s marketers stand out in an AI-saturated landscape, urging a focus on original thinking to avoid producing “forgettable content.”
Treseder stressed that while AI tools can enhance efficiency, it’s human creativity that sets the ceiling for success. “AI is raising the floor, but it’s human ingenuity that’s going to raise the ceiling,” she said.
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To cultivate this, Treseder has launched an AI Academy at Autodesk, designed to train every marketer in her team to use AI tools proficiently while fostering first-hand thinking. “I want a hundred percent of my marketers to be using these AI tools, but I want them to be proficient so that what they produce is not the same generic content that all our competitors are putting out,” she explained.
Her strategy aims to prevent marketers from becoming “second-hand thinkers” who rely solely on AI-generated outputs. By pairing AI fluency with creativity, Treseder believes Autodesk can create distinctive, unforgettable content that rises above the noise of an industry increasingly dominated by AI agents. “We have a lot of content, but a lot of forgettable content,” she noted, warning against the risk of AI-driven outputs becoming lost in a “hype cycle” of repetitive, indistinguishable material.
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