Fast Five with Gabrielle Tenaglia
Fast Five is our rapid-fire interview series, capturing quick takes from the industry on creativity and AI. 5 questions, 5 minutes, unfiltered.
Who are you?
Gabrielle Tenaglia, Head of Marketing, Lettuce
How do you define creativity?
When solving problems, its common for people and businesses to ask the same questions and use similar processes...which leads them to similar answers. In marketing its a key reason why so much of the communications in each category look and sound the same. Creativity is about asking different questions and using a different process to open up new options--not just ones that are different from what your competitors are saying, but ones that your competitors could not say. In marketing, creativity is taking your strategy, your messaging and your communications assets to a place where your competitors can't follow you.
Is AI a friend or a foe?
It can be either. Like any other technology tool, It depends 100% how you use it.
Name a piece of work that AI could never have come up with?
This was produced with AI, but developed and written by humans. AI is so much about pattern recognition and doing things that are similar to what you've done before. This is so different than what exists out there in the tax and accounting space that no AI could have come up with it.
What’s the weirdest place you’ve ever found a great idea?
All my great ideas happen when I'm not working. Lately some of my ideas have come from thinking about my grandmother. When she died and we cleaned out her house, we found all of these bundles of money hidden away in different places tied up with ribbons. I'm working on a financial services product. We think about money as a very rational thing but there is SO much emotion wrapped up in it. Like the little bundles my grandmother left us.
Favourite AI hack or use case? What do you think it is good for?
I'm not sure that I have a brilliant answer here--I use it as a partner in lots of thinking and work. It helps you get the obvious ideas out of the way quickly. I am able to be SO fast in doing background research, developing target insights, and understanding the competitive landscape that I can spend my HUMAN time working on the creative pieces that push the thinking to new and more interesting places.
My mother has been sick with a complex medical condition and I've been using it a ton to understand what to expect and figure out questions to ask the doctors. But I haven't been telling the doctors that I'm doing that because I think they'll be annoyed. I had someone tell me recently that they had AI write recommendations or questions in a format that looks like a referral letter from another doctor. They then hand that to their new doctor and it gets more attention. I thought that was super interesting...how AI is giving such good information but we need to "fake" the source so people will accept it.
