The Digital Edge S2 Ep.1 | Discover how AI is reshaping Digital Marketing with Michael Ossendrijver

Описание: Discover how AI is reshaping the future of digital marketing in the first episode of The Digital Edge Season 2. Host Mark Reed-Edwards is joined by Michael Ossendrijver, Chief Growth Officer at Incubeta, for a deep dive into the evolving role of artificial intelligence, human intuition, and integrated marketing strategies.
In this conversation, Michael shares why curiosity and rapid experimentation are now essential for marketers looking to stay ahead. Together, they explore how breaking down silos between media, creative, and data can unlock real business value - and why 2026 could be a pivotal year for brands ready to rethink traditional models.
Whether you’re a marketing leader, strategist, or simply passionate about digital innovation, this episode offers practical insights into building future-ready marketing that balances technology with humanity.

FAQs:
Q: What is the real “digital edge” in an AI-driven marketing world?
A: The best way to build a digital edge is by not only being a strategist, but a practitioner, too. That means getting hands-on with platforms, experimenting with AI tools, optimizing workflows, and understanding how things actually work in practice. The edge doesn’t come from theory - it comes from tinkering, testing, and truly knowing the mechanics behind the advice you give.
Q: What is the biggest mistake marketers make with AI right now?
A: The best way to use AI is as a sparring partner - not a shortcut. It’s true that there are marketers who either fear AI or accept its outputs at face value. That’s risky. AI can be convincingly wrong. The real value comes from a back-and-forth dialogue: challenging the output, refining ideas, validating insights, and combining human judgment with machine speed to create stronger, smarter outcomes.
Q: What is the key to making AI truly transformative for marketing teams?
A: The best way to unlock AI’s full potential is to strengthen the foundations first. That means aligning teams, connecting data infrastructure, and breaking down silos between creative, media, and measurement. Without integrated systems and ways of working, AI remains a small proof of concept. With the right groundwork in place, it becomes a scalable growth engine.
Q: What is the future of marketing in a zero-click, AI-powered commerce world?
A: The best way to prepare is to focus on relevance over control. As AI reshapes search, shopping, and checkout experiences, brands may no longer “own” the customer journey in the same way. Success will depend on delivering the right message, in the right context, at the right moment - powered by strong data signals and bold creative ideas. The winners will be those who combine curiosity, experimentation, and cohesive thinking across the entire marketing ecosystem.

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About Incubeta
Incubeta is a global marketing agency empowering ambitious brands to outperform. With 18 offices worldwide and over 20 years of experience, we partner with leading brands like L’Oreal, ING, M&S, Les Mills, and Hyundai to transform complexity into clarity and deliver sustainable growth with transformative strategies and award-winning execution.