He Built FaceTune's AI… Here's What He Says Marketers Get Wrong
Wed Jan 21 2026
The marketing teams winning with AI today are not the ones chasing every new model release. They are the ones who found the boring, repetitive tasks their teams hate and automated those first.
Nir Pochter, Co-Founder and CMO at Lightricks, joins Stephanie Postles on Marketing Trends to break down what AI actually means for creative workflows and why most teams are still using it wrong.
You’ll learn:
- The "algebra problem" of AI adoption
- How to save your design team 80% of their time
- Why the gap between marketers who use AI well and those who don't is widening fast.
- How to use an LLM scoring system to pre-review documents for you
- The dangerous trend of "AI Marketer" job titles
- What’s really in store for the future of video+AI
Key Moments:
00:00 — Why AI Hasn't Improved Creative Output Yet
02:06 — The Algebra Problem: Tools vs. Knowing How to Use Them
07:27 — Nir's Background: AI PhD to Lightricks and FaceTune
09:46 — What Used to Take Weeks Now Takes Minutes
13:35 — Why Automating Everything Failed Miserably
16:38 — Start with What People Hate Doing
20:08 — The LLM Scoring System: Nothing Gets Reviewed Without an 85
21:43 — Train Your LLM to Be Mean, Not Nice
23:32 — Building Custom GPTs with Company Guidelines
26:30 — The Pitfall: Using AI to Please Leadership
28:47 — From Toys to Tools: Why Text-to-Video Isn't Enough
31:05 — Coca-Cola's 70,000 Prompts (Was It Worth It?)
34:41 — AI Won't Replace Creatives, But This Will
37:04 — The Two Critical Skills: Prompting and Curation
37:55 — How AI Multiplies the Skills Gap (7 vs 10 Example)
42:47 — What CMOs Should Be Asking Their Teams
46:20 — Why "AI Marketer" Is LinkedIn Fluff
This episode is brought to you by Lightricks. LTX is the all-in-one creative suite for AI-driven video production; built by Lightricks to take you from idea to final 4K render in one streamlined workspace.
Powered by LTX-2, our next-generation creative engine, LTX lets you move faster, collaborate seamlessly, and deliver studio-quality results without compromise.
Try it today at ltx.studio
Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.
Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
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The marketing teams winning with AI today are not the ones chasing every new model release. They are the ones who found the boring, repetitive tasks their teams hate and automated those first. Nir Pochter, Co-Founder and CMO at Lightricks, joins Stephanie Postles on Marketing Trends to break down what AI actually means for creative workflows and why most teams are still using it wrong. You’ll learn: - The "algebra problem" of AI adoption - How to save your design team 80% of their time - Why the gap between marketers who use AI well and those who don't is widening fast. - How to use an LLM scoring system to pre-review documents for you - The dangerous trend of "AI Marketer" job titles - What’s really in store for the future of video+AI Key Moments: 00:00 — Why AI Hasn't Improved Creative Output Yet 02:06 — The Algebra Problem: Tools vs. Knowing How to Use Them 07:27 — Nir's Background: AI PhD to Lightricks and FaceTune 09:46 — What Used to Take Weeks Now Takes Minutes 13:35 — Why Automating Everything Failed Miserably 16:38 — Start with What People Hate Doing 20:08 — The LLM Scoring System: Nothing Gets Reviewed Without an 85 21:43 — Train Your LLM to Be Mean, Not Nice 23:32 — Building Custom GPTs with Company Guidelines 26:30 — The Pitfall: Using AI to Please Leadership 28:47 — From Toys to Tools: Why Text-to-Video Isn't Enough 31:05 — Coca-Cola's 70,000 Prompts (Was It Worth It?) 34:41 — AI Won't Replace Creatives, But This Will 37:04 — The Two Critical Skills: Prompting and Curation 37:55 — How AI Multiplies the Skills Gap (7 vs 10 Example) 42:47 — What CMOs Should Be Asking Their Teams 46:20 — Why "AI Marketer" Is LinkedIn Fluff This episode is brought to you by Lightricks. LTX is the all-in-one creative suite for AI-driven video production; built by Lightricks to take you from idea to final 4K render in one streamlined workspace. Powered by LTX-2, our next-generation creative engine, LTX lets you move faster, collaborate seamlessly, and deliver studio-quality results without compromise. Try it today at ltx.studio Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.