Creative Casual’s Audience Connection Podcast Explores AI’s Impact on Creativity with Sabrina Godden
Episode 13 of The Audience Connection Podcast features an insightful conversation with Sabrina Godden, former global creative director at Vodafone. Hosted by Oliver Atkinson, the episode is titled “The Creativity Trap: How to Use AI Without Losing Your Mind (or Your Audience).” It tackles the challenges creative professionals face as AI tools change how creative work is made and shared.
Oliver Atkinson shares how their connection began: “We first crossed paths earlier this year while prepping for a Creative Ops event. A quick virtual coffee turned into a deep conversation about generative tools, brand voice, and the dreaded rise of ‘AI-slop.’ I knew right then she had to come on the podcast.”
Key Industry Insights for Creatives
The episode delivers practical advice for creative teams working with AI. Sabrina points out that while AI can boost efficiency, the emotional impact of creative work remains a human strength. She says, “We haven’t created a single piece that would really give you the goosebumps yet. It’s not the tech that gives us the goose bumps. It’s still the humans that make that happen.”
From her experience with global brands, Sabrina stresses the need for critical judgment: “Just because you use AI to produce it doesn’t make it better. That doesn’t make it justified that you should be doing that, in my opinion.”
Practical Strategies for Using AI
Sabrina shares how AI helps scale content for large campaigns, especially when small teams must produce thousands of assets. “We are using it quite a lot, and it helps our team where we’re using this much more with content scaling,” she explains.
She also highlights the importance of managing expectations: “Managing expectations can be really hard in that area right now... Just because it’s there right now, it doesn’t mean it’s perfect.”
Maintaining Authenticity in the AI Era
The core message is to keep brand authenticity front and center while using AI tools. “Authenticity is more important than ever,” Sabrina says. “For brands to be authentic, they need to stick to their vision, mission, and purpose—not just because they have the technology now.”
She shares her “Eagle-Eye Test” approach, inspired by a mentor: “When I create ideas and concepts, I always go back and visualise myself standing in front of him and talking through the idea, thinking about all the angles he might consider.”
The full episode is available on all major podcast platforms. For more details, visit casualfilms.com.
The Audience Connection Podcast continues to explore how brands build meaningful connections through authentic storytelling and strategic communication, adapting to the changing relationship between brands and audiences.
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