Andy Crestodina, co-founder of Orbit Media Studios, shares practical insights from his 24 years in digital marketing without ever buying an ad. In this NIO Summit session, he dives into the intersection of AI, content strategy, and conversion optimization—showing how marketers can use AI not just for efficiency, but for performance and quality.

Andy challenges marketers to stop producing “average information” and instead focus on creating content AI can’t replicate: strong opinions, original research, and emotionally resonant stories. He walks through how to build better prompts, audit content for impact, develop synthetic personas for audience alignment, and use AI to uncover missed opportunities in web and donation pages.

Key Takeaways:
• Use AI as a tool for research, audits, and performance—not for generic writing.
• Focus on content that shows thought leadership through opinions and evidence.
• Build reusable prompt libraries to scale creativity and consistency.
• Create and test synthetic personas to better align messaging with audience needs.
• Apply AI audits to identify gaps in content and conversion pages that real humans miss.