90: Lucie De Antoni: Startup alchemy, mixing data literacy and attribution with empathy and collaboration

What’s up folks, today I have the pleasure of sitting down with Lucie De Antoni, Head of Marketing at Garantme.About Lucie Born and raised in France, Lucie got her start in event management before joining AirPlus International, the financial subsidiary of Lufthansa. At AirPlus she wore both marketing and communications hats, at local and global levels She stayed in the travel market moving over to HRS Group, an eComm company focused on hotels distribution where she got a taste of Growth marketing Recently she was Head of Global Marketing at Jenji, one of the leading expense management tools where she managed an international marketing team across various functions Lucie is also a Marketing Consultant working with early stage startups through Station F, the biggest startup incubator in France She’s a mentor at Women in Tech network as well as WILLA supporting women and mixed teams Today she’s Head of Marketing at Garantme, an insurtech focused on real estate agencies The Limits of AI in Taking Over Marketing JobsWhen Lucie was asked about the rapid advancements in AI and the looming question of whether it could entirely replace marketing roles, her answer was a measured one. Yes, AI is making waves in various industries, including marketing. It's great for automation and can handle a variety of tasks that were previously manual and time-consuming. But don't start thinking it's time for marketers to pack up their desks just yet.According to Lucie, the real barrier for AI lies in mimicking human creativity and emotional intelligence. Marketing isn't just about numbers and algorithms; it's also about connecting with people on an emotional level. You're telling stories, crafting narratives, and essentially understanding what makes your audience tick. And that's where AI falls short. As of now, AI lacks the ability to truly understand human emotions and to use that understanding to create compelling stories or campaigns.Lucie emphasized that this limitation is actually good news for marketers. It means that while some tasks might become automated, the core of what makes marketing genuinely effective—the human touch—is something that AI can't replicate yet. In her view, this complex blend of creativity and emotional insight is why marketers are still very much needed in the business landscape.Key Takeaway: AI can automate and streamline a lot, but it can't replicate human creativity and emotional intelligence. This limitation is less a setback and more a reaffirmation: the essential skills marketers bring are irreplaceable.The Future of AI in SEO and Content CreationWhen asked about new categories or areas in martech that excite her due to AI advancements, Lucie got straight to the point—SEO and content creation are the game-changers. Not just because they're trendy, but because they've been persistent challenges for marketers across industries, whether you're a startup or an enterprise. Lucie candidly shared her experience with SEO; it's a field where you think you've finally cracked the code, only to find out months later that your results are still lackluster for the amount of effort you've poured in.This is where AI, particularly natural language processing, is starting to rewrite the rules. According to Lucie, it's the technology's ability to produce high-quality, relevant, and personalized content at scale that's truly groundbreaking. Teams can now churn out market-matching content without the human resource bottleneck. It doesn't replace the human touch, but it does elevate it, allowing teams to focus more on strategy than menial tasks.But it's not just about churning out content. Lucie emphasized the role of AI in data-driven decision-making. With AI-powered tools, you're not just throw