Using AI to Supercharge Marketing Strategy and Creativity With Mark Mitton

Mark Mitton is the President of Gravity Sprint, a specialized division of Gravity Global serving startups and companies pivoting for rapid growth. With over 15 years of experience, he has led branding initiatives for 15 startups and collaborated with numerous Fortune 1000 companies. Before joining Gravity Global, Mark co-founded Carbon8, a digital marketing agency acquired by 9thWonder in 2017, and held leadership roles in branding and digital strategy across various technology firms. He is also a recognized speaker on digital marketing and branding, having appeared on programs like MSNBC’s Business Makeover and contributed thought leadership to the industry.

Here’s a glimpse of what you’ll learn:

[1:50] Mark Mitton shares his journey from product marketing to founding a digital agency
[6:27] Why AI transformation lacks a clear playbook and requires experimentation and agility
[10:42] How AI is shifting marketing roles from execution-heavy to strategy-focused work
[12:26] Misconceptions about AI tools and why they hinder experimentation and adoption
[15:34] Mark explains building client-specific GPTs to ensure brand consistency and compliance
[22:15] Understanding AI’s impact on human creative roles and how to find the right balance
[31:40] Addressing AI-related ethical, legal, and security concerns in marketing practices
[36:12] Mark describes his personal AI use cases and encourages marketers to test and explore tools

In this episode…

The rise of AI is reshaping marketing at a breakneck pace, pushing teams to rethink how they work, create, and compete. But as tools evolve almost daily, many marketers struggle to figure out how to get started or keep up. How can brands harness AI’s power without losing the human touch that makes great marketing resonate?

According to Mark Mitton, a marketing innovator and thought leader in AI-driven transformation, the key is embracing experimentation and curiosity to stay ahead. He highlights that AI isn’t just a tool for automation, it’s an engine for expanding creative possibilities and empowering marketers to focus more on strategy than execution. This shift enables teams to work smarter, faster, and more efficiently without sacrificing quality. By blending human insight with AI’s capabilities, brands can unlock new levels of scale, agility, and personalization. Mark also points to the importance of using AI not only to generate ideas but to challenge assumptions, find blind spots, and validate campaigns.

In this episode of Built to Convert, host Tyler Lane sits down with Mark Mitton, President of Gravity Sprint, to discuss how AI is transforming marketing strategy and creativity. They explore why marketers must rethink their roles, how AI tools can boost ideation and validation, and the evolving balance between automation and human input. Mark also shares his approach to building client-specific AI models to drive smarter campaigns.

Resources mentioned in this episode

Quotable Moments

“I personally believe that if you don’t embrace the new technologies, you have the potential to find yourself a bit sort of sidelined.”
“The only way to win is for an organization to be just as dynamic as technology.”
“There’s almost always been a lid on how much marketing we could do based on just human capital.”
“I think we’re going to see a similar sort of flip in marketing, where it’s really going to push people to start being more strategic.”
“It’s only creative if it converts, and I think that’s sometimes hard for artists.”

Action Steps

Embrace AI experimentation across departments: Allowing teams to test AI tools fosters innovation, helps identify practical applications, and builds confidence in new technologies.
Develop custom AI models for key clients: Tailoring AI to client-specific data and guidelines ensures brand consistency, improves output quality, and enhances client trust.
Use AI for both ideation and validation: Leveraging AI not just to generate ideas but to critique and refine them strengthens creative outcomes and reduces blind spots.
Establish clear AI governance policies: Setting guidelines for AI usage safeguards data security, mitigates legal risks, and ensures ethical practices across marketing activities.
Invest in AI literacy and upskilling: Providing training empowers marketers to use AI effectively, reduces resistance to change, and equips teams to maximize AI’s strategic potential.

Sponsor for this episode…

This episode is brought to you by Session Interactive — a digital marketing consultancy that helps businesses turn complex data into clear strategy.

From SEO and analytics to paid media and content, Session zeroes in on what truly drives growth: smarter decisions and better user experiences. Known for their collaborative approach and measurable results, they partner with forward-thinking companies across industries to solve digital challenges — and turn them into opportunities.

Learn more at sessioninteractive.com.

Tyler Lane

Tyler has more than 12+ years of experience in SEO, Digital Marketing, and Analytics. Specializing in developing holistic digital marketing strategies, Tyler is obsessed with post-click engagement which is ultimately one of the most important aspects of any digital marketing campaign.

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