From Vibes to Workflows: How AI Is Rewiring Modern Marketing

In this episode, Matt speaks with Thibault Imbert, Chief Product Officer and Growth Officer at The Brief, about the transformative impact of AI on marketing workflows. They discuss 'vibe marketing' and how to turn disjointed AI-generated content into cohesive, repeatable marketing workflows. Thibault shares insights from his tenure at Adobe and GitHub, highlighting the challenges and potentials of AI in marketing. They explore the evolution and current capabilities of AI models in text, image, and video generation, and the emerging trend of 'vibe coding.' The discussion also covers practical AI applications for marketers and the future of creative workflows. -- Key Moments: 1. 00:40 Defining Vibe Marketing 2. 01:11 The Evolution of AI in Marketing 3. 02:21 Challenges in AI-Driven Design 4. 03:21 The Power of Vibe Marketing 5. 06:09 Blurring Lines Between Roles 6. 07:07 The GitHub Copilot Revolution 7. 09:47 Building Cohesive AI Workflows 8. 11:43 Demo: AI-Powered Marketing Tools 9. 16:44 Ensuring Brand Consistency with AI 10. 19:30 The Evolution of Mobile Development 11. 21:15 The Rise of Generative AI in Marketing 12. 23:44 The Future of AI in Product Development 13. 27:41 AI's Impact on Marketing Workflows 14. 30:42 The Changing Role of Marketers with AI 15. 33:51 Personal Insights and Future of AI -- Key Links: 1. The Brief (https://www.thebrief.ai/) 2. Connect with Thibault on LinkedIn (https://www.linkedin.com/in/thibaultimbert/) Mentioned in this episode: Free report from HatchWorks AI — State of AI 2026 What’s real in AI this year, what’s hype, and what leaders should prioritize — including production lessons, designing for agents, and governance. https://hatchworks.com/state-of-ai-2026/