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The AI Marketing Coach

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by Carmela Fortin

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14 episodes

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Podcast Overview

Welcome to The AI Marketing Coach, the podcast where innovation meets practicality and AI transforms the way we market. Hosted by Carmela Fortin, a certified coach, AI CMO and CEO with over 15 years of experience of unparalleled expertise to help you navigate the ever-changing marketing landscape. Carmela’s career spans working with startups, SaaS companies, and enterprise teams to drive revenue growth, develop cutting-edge strategies, and harness the power of AI. No fluff, no overwhelming jargon—just smart, impactful marketing strategies delivered by a host who’s been in your shoes.

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12/29/2024

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Quality9

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26 minutes

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Recent Episodes

August 19, 2026

Does Your AI Strategy Have a Change Management Problem?

Does Your AI Strategy Has a Change Management ProblemWhy do great AI products fail to get adopted?The problem often isn’t the AI. It’s change management.In this episode of The AI Marketing Coach, Carmela Fortin breaks down one of the biggest problems facing AI marketers, SaaS companies, founders, and business leaders right now: we’re introducing increasingly sophisticated AI into markets where customers don’t necessarily want more technology, more dashboards, or another workflow to manage.And when AI enters industries built on trust, referrals, expertise, and human relationships, traditional SaaS marketing can break down fast.Using <a href="https://aloharesetyoga.com/" target="_blank" rel="noopener noreferer"> the Crescent app by Aloha Reset Retreats</a> as a real-world case study, Carmela explores what happens when you stop treating AI adoption as a feature problem and start treating it as a behavior change, customer trust, and change management problem.In this episode, you’ll learn:<ul><li>Why AI adoption is often a change management problem disguised as a technology problem</li><li>Why customers resist AI tools even when the product is objectively better</li><li>The three barriers that can kill adoption: trust, habit, and switching friction</li></ul><ul><li>How AI marketing changes in high-trust industries</li><li>Why automation can actually damage your positioning when it feels generic or inauthentic</li></ul><ul><li>Why your customer may be doing unpaid “change management” just to operate their current tech stack</li><li>How operational problems can quietly create marketing problems</li><li>Why the future of AI may involve more human interaction not less</li></ul>Carmela also walks through the creation of Crescent, a retreat lifecycle management platform built after she and her co-founder discovered that retreat owners were piecing together bookings, payments, waivers, itineraries, vendors, communities, marketing, and recurring revenue across multiple disconnected systems.The lesson goes far beyond retreats.Whether you're selling AI into wellness, coaching, local businesses, trades, professional services, enterprise teams, or another traditionally non-technical market, the question isn't simply:“What can AI do?”It's:“What does my customer have to change in order to use it?”Because the incentive to change has to become greater than the friction of changing.And if your AI strategy ignores that?You don't have an AI problem.You have a change management problem.00:00 — The hidden problem behind AI marketing 00:52 — Selling AI to customers who don't want technology 03:40 — Why high-trust industries are the ultimate AI stress test 04:27 — Marketing AI to non-technical customers 05:23 — Why authenticity changes the AI marketing playbook 06:45 — The software isn't the product — the relationship is 08:07 — The real life of a retreat business owner 10:22 — Your customer may be their own integration department 11:47 — Why we built Aloha Reset and Crescent 13:04 — Building one platform to replace multiple tools 14:42 — What AI should actually remove from the customer's day 17:37 — Turning transactions into ongoing customer relationships 20:42 — Why competitors can become a growth network 23:02 — AI should create more room for human relationships 24:02 — The “pre-AI layer” most companies skip 26:01 — AI adoption is behavior change 27:11 — Barrier #1: Trust 28:24 — Barrier #2: Habit and bandwidth 29:33 — Barrier #3: The incentive to switch 30:25 — What marketers and founders need to understand about resistance 32:22 — The two biggest lessons for your AI strategyCarmela Fortin is an AI marketing executive, advisor, organizational change management coach, founder, and host of <a href="https://theaimarketingcoach.com/" target="_blank" rel="noopener noreferer">The AI Marketing Coach.</a> Crescent by Aloha Reset Retreats Retreat lifecycle management built for the people who actually run retreats.Learn more: <a href="https://aloharesetyoga.com/" target="_blank" rel="noopener noreferer">https://aloharesetyoga.com/</a>If you know a yoga retreat owner, wellness retreat host, meditation retreat leader, fitness retreat operator, coach, or experience-based business owner, share this episode with them.

June 17, 2026

The Hidden Cost of AI Hype in Marketing and Business

AI hype in marketing is moving fast, but what is it costing your business, your team, and your customer trust?In this episode of The AI Marketing Coach, Carmela Fortin sits down with Ryan Drumheller, fractional CIO, IT leader, founder of Stellar Horn Group, and host of the Decline Invite Podcast, to talk about the hidden cost of AI hype in marketing and business.Ryan brings more than 20 years of experience in IT leadership, cybersecurity, enterprise transformation, mergers and acquisitions, and helping organizations cut through technology noise. In this conversation, we explore why AI adoption is not just a tool decision. It is a leadership decision, a systems decision, and a human decision.Businesses are being told to automate more, create more content, personalize faster, and use AI before they get left behind. But when AI is layered on top of unclear strategy, messy workflows, bad data, weak leadership, or burned-out teams, it can create more chaos instead of more clarity.In this episode, we cover:• Why AI hype is creating confusion inside companies • What AI readiness actually means in the real world • How technical debt becomes marketing debt • Why bad data and messy workflows make AI riskier • The human cost of poor AI implementation • How leaders can introduce AI without creating fear and burnout • What marketers need to understand about IT, cybersecurity, and trust • How to use AI without losing the human side of marketingThis episode is for marketers, founders, executives, and operators who want to use AI intelligently instead of reactively.AI can help businesses move faster, but speed without strategy is not innovation. More content without more clarity is just noise. And automation without trust can damage the very relationships marketing is supposed to build.Guest: Ryan Drumheller Company: <a href="https://www.stellarhorn.com/" target="_blank" rel="noopener noreferer">Stellar Horn Group</a> Podcast: <a href="https://www.youtube.com/@DeclineinvitePodcast/" target="_blank" rel="noopener noreferer">Decline Invite Podcast</a>Host: Carmela Fortin Podcast: <a href="https://theaimarketingcoach.com/" target="_blank" rel="noopener noreferer">The AI Marketing Coach</a>Company: <a href="https://aloharesetyoga.com/" target="_blank" rel="noopener noreferer">The Crescent App by Aloha Reset</a> and <a href="https://www.seattlestartupcoaches.com/" target="_blank" rel="noopener noreferer">Seattle Startup Coaches</a>Subscribe for more conversations on AI, marketing, leadership, trust, and the future of work.#AIMarketing #AILeadership #MarketingStrategy #ArtificialIntelligence #DigitalTransformation

February 24, 2026

The Pre-AI Layer: The Missing System Behind Your Go to Market

In this episode of The AI Marketing Coach, Carmela Fortin breaks down the real reason so many AI marketing initiatives stall out. It’s not the tools, it’s the missing Pre-AI Layer that most teams skip.Carmela explains how to diagnose GTM drift, clarify true ICP tension points, and align your team before layering in AI. You'll learn how to build campaigns with intention, not chaos, and how to use decision intelligence and workflow clarity to drive real adoption and real outcomes.If your team is overwhelmed, stuck, or “busy but not growing,” this episode shows you where the breakdown actually begin, and how to fix it. <ul><li>The Pre-AI Layer is the most overlooked part of modern marketing, and the root cause of most GTM failures.</li><li>AI adoption stalls when teams lack shared language, role clarity, and a single source of truth.</li><li>Real ICP tension lives in what your buyers are whispering, not what they post publicly.</li><li>AI should accelerate your strategy, not compensate for missing one.</li><li>Campaigns get sharper when the intention is clear, the metrics are aligned, and the emotional hook is defined.</li><li>Leadership must create guardrails, not just greenlight tools.</li><li>When alignment is missing, AI multiplies the confusion.</li></ul> 00:00 — The Real AI Marketing Challenge 02:02 — What the Pre-AI Layer Actually Is 04:46 — The 5-Question Self-Assessment for Marketers 07:23 — Fixing Team Drift: Alignment Before Automation 10:02 — The Organizational Layer Behind AI Success 12:04 — The Questions Every Leader Should Ask Before Using AI The <a href="https://theaimarketingcoach.com/" target="_blank" rel="noopener noreferer">AI Marketing Coach Podcast</a> is brought to you by Seattle Startup Coaches, fractional AI marketing services and certified executive coaching trusted by founders nationwide.Work directly with Carmela Fortin to build GTM clarity, strengthen cross-team alignment, improve organizational readiness, and put the change-management foundations in place to design a Pre-AI Layer that actually supports your marketing performance. Book a consultation call today: <a href="https://calendly.com/meet-carmela-fortin/30min" target="_blank" rel="noopener noreferer">https://calendly.com/meet-carmela-fortin/30min</a> <a href="https://www.seattlestartupcoaches.com/" target="_blank" rel="noopener noreferer">https://www.seattlestartupcoaches.com/</a>

14 total episodes available

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Frequently asked questions

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What is The AI Marketing Coach?: Welcome to The AI Marketing Coach, the podcast where innovation meets practicality and AI transforms the way we market. Hosted by Carmela Fortin, a certified coach, AI CMO and CEO with over 15 years of experience of unparalleled expertise to help you navigate the ever-changing marketing landscape.

Carmela’s career spans working with startups, SaaS companies, and enterprise teams to drive revenue growth, develop cutting-edge strategies, and harness the power of AI. No fluff, no overwhelming jargon—just smart, impactful marketing strategies delivered by a host who’s been in your shoes.
How often does this podcast release new episodes?: This podcast updates daily.
Where can I listen to this podcast?: This podcast is available on 6 platforms including Apple Podcasts, Spotify, and more. You can also use the RSS feed directly.
Does this podcast accept guests?: No, this podcast does not typically feature guests.

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