ABOUT THIS EPISODE
"You start with the result, not the promise."
Laz Shwan, Global Marketing and Communications Manager at Alfa Laval, knows that getting attention is only part of the job. The real challenge is earning enough trust for people to remember you.
In this episode of the XTech Podcast, Laz joins Debbie Forster MBE for a conversation about what it takes to build connections and authority. They explore the pressure to capture attention in an increasingly crowded digital environment, and why the content that shapes a buying decision may have been created months before the buyer ever starts looking.
AI is an inevitable part of that picture. Laz talks candidly about where she uses it, where she doesn't, and why the distinction comes down to what you're asking the content to do. A video that reached 1.4 million organic views becomes a useful example of why successful content can't simply be turned into a formula.
Listen now to discover what happens when AI meets the human side of marketing.
