
EP41: You Can’t Market to an Algorithm: Marina Petrova | How AI Reads, Speaks, & Queries Your Brand
AI now sits between brands and their customers in nearly every channel, and if your brand isn’t structured for it, AI will shape your brand equity without you. In this episode of AI in NYC, Rob May and Lauren Slyman sit down with Marina Petrova, CEO and Co-Founder of Intentful, to talk about where the hype around AI agents breaks from reality. Marina shares how she got into OpenAI’s closed beta in 2021, a year before ChatGPT, after COVID wiped out her online travel business. She explains why her first experience with Davinci convinced her that brands would never be the same. The conversation covers the three ways AI reads, speaks as, and queries a brand. It also covers why brand guidelines matter more than ever, even though many companies don’t actually know what theirs are, and why “marketing to agents” misunderstands what agents really are. In the news segment, the crew breaks down three stories: The PHP security patch that attackers began exploiting within minutes Niall Ferguson and Eric Schmidt’s Foreign Affairs essay on AI and a new world order How AI-driven commit volume pushed Anthropic to build its own source control system Learn more about Intentful: https://intentful.ai GUEST Marina Petrova – CEO & Co-Founder, Intentful HOSTS Rob May – Co-Founder & CEO, Neurometric Lauren Slyman – User Researcher, Microsoft Subscribe to Rob’s Investing in AI newsletter on Substack: https://investinginai.substack.com Get Rob’s book, Investing in AI: https://www.amazon.com/dp/B0HDTXLY9G Sign up for the AI in NYC newsletters: aiinnyc.org