#262: How AI is changing creative teams with Jen Taylor, Director of AI Strategy & Integration at Capacity Interactive - by Branch

What if AI didn’t replace your creative team, but made them more creative than ever?

In this episode, Amanda and Adam of Branch are joined by Jen Taylor to explore how AI is changing the way creative teams work, produce, and scale content without losing the human touch.

From breaking down the real role of AI in creative production and why it won’t replace artists, to how teams can use AI to iterate faster, test more ideas, and focus on higher-value creative work, Jen shares practical insights from the front lines of AI-driven marketing and content creation.

Whether you’re building a creative team, scaling marketing production, or trying to understand where AI actually fits into your workflow, this conversation offers a grounded look at how AI can amplify creativity rather than replace it.

Links and Resources:

• Jen Taylor on LinkedIn
• Capacity Interactive website
• Branch - Mobile Attribution Platform and App Analytics Solutions For Enterprises

Today’s topics include:

• How teams can treat AI as a strategic collaborator rather than just a productivity tool, helping refine audience targeting, messaging, and campaign direction
• A practical three-stage approach to adopting AI: first set internal policies, then train teams on prompting and tools, and finally connect AI initiatives to measurable business outcomes
• Why ethical considerations are especially important for creative and arts organizations, including questions around ownership, environmental impact, and imitation, and why intentional tool selection matters
• Ways organizations can maintain consistency across teams by using AI tools trained on brand voice, tone, and mission while still keeping human review in place
• The idea of “human-driven AI,” where people remain involved at every stage — from prompts to review — to maintain quality and avoid low-quality automated output
• Using AI to analyze audiences and personalize messaging by testing content across different segments and allowing AI to uncover new audience opportunities and insights

Quotes from Jen Taylor:

“AI can do anything, which is overwhelming and changes how it functions as a tool. AI is a tool, but to me it feels more like a new way to work.”

“AI does efficiency, but when it comes to strategy and using these tools as thought partners, that’s where they really shine.”

“I fully believe in human-driven AI. It starts with the prompt, with your strategy and your direction, and at the end of the day the human is still responsible for what goes forward.”