Episode 2:
Operative vs. Performative AI with Garin Hobbs of InboxArmy

Date Icon March 9, 2024

We keep it in-house this episode. Scott Cohen and Garin Hobbs discuss AI in email marketing and how there are differences between “Operative” AI and “Performative” AI. We also discuss the importance of human expertise as well as the limitations of AI in fully understanding and responding to human emotions and motivations.


What you will learn

  • 01:22 - Understanding AI in Email Marketing
  • 03:42 - Examples of Operative AI
  • 04:50 - Examples of Performative AI
  • 07:25 - Approaching AI Technology
  • 09:02 - The Audience of One
  • 10:25 - Incrementality and AI
  • 12:18 - Upsides of AI in Marketing
  • 12:46 - Drawbacks of AI in Marketing
  • 20:31 - Getting Buy-In for AI
  • 22:41 - AI's Impact on Jobs
  • 27:31 - The Future of AI in Marketing
  • 36:12 - Conclusion

Our Hosts


Scott Cohen Linkedin

Chief Executive Officer

Winner of the ANA Email Experience Council’s 2021 Stefan Pollard Email Marketer of the Year Award, Scott is a proven email marketing veteran with 20 years of experience as a brand-side marketer and agency executive. He’s run the email programs at Purple, 1-800 Contacts, and more.

Garin Hobbs Linkedin

Experienced Martech Expert

With a career spanning across ESPs, agencies, and technology providers, Garin is recognized for growing email impact and revenue, launching new programs and products, and developing the strategies and thought leadership to support them.

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    (InboxArmy doesn't work or provide email list buying or rental service.)

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    Andrew Bowman
    E-Commerce B2C Director