The Collaborative AI System Every Marketing Team Will Soon Need | Lucy Hoyle, Carta
Most marketing teams are still working across disconnected systems, scattered context, and workflows that break down as they grow. Lucy Hoyle, Senior Content Engineer at Carta, set out to solve that problem. At Profound's Marketing Engineering Hackathon, she built a prototype she calls the “marketing brain.” A shared context layer that transforms siloed workflows into systems that enable collaboration, while giving teams a common source of truth that continuously evolves. That prototype became the seed of a full operating system now rolling out across Carta's entire marketing team. In this episode, Lucy explains how she built the prototype, the challenges she faced along the way, and concepts like context rot and token discipline that are shaping where marketing teams are headed over the next few years. We discuss: What context rot actually is and why too much information can make AI worse BM25: The keyword-based search library Lucy used to filter the information Claude ingests How a hackathon prototype evolved into a company-wide Marketing OS The pitch strategy Lucy recommends to get buy-in from executives Why “Have you asked Claude” became Carta’s unofficial rule Connect with Lucy: LinkedIn: https://www.linkedin.com/in/lucy-hoyle-883381138/ Carta: https://carta.com Connect with Profound: Website: https://tryprofound.com LinkedIn: https://www.linkedin.com/company/tryprofound/ X: https://x.com/tryprofound Read the Marketing Engineer Manifesto: https://www.tryprofound.com/marketing-engineer Profound University: https://university.tryprofound.com/ Resources Mentioned: Profound’s Agent Marketplace: https://www.tryprofound.com/agent-templates The Profound brand kit & product messaging agent Lucy built at the Profound Marketing Engineering Hackathon: https://hub.tryprofound.com/hubfs/Lucy%20-%20Marketing%20Engineer%20Hackathon%20Files.zip Rank-BM25, the open source Python library Lucy used to filter context for Claude: https://pypi.org/project/rank-bm25/ and https://github.com/dorianbrown/rank_bm25 Lucy’s Marketing Brain Hackathon Presentation: https://shorturl.at/AvKDU The Marketing Engineer is a show for practitioners figuring out in real time what it means to market at the frontier. New episodes every two weeks.
