We're communicating more than ever, and AI has made producing polished language almost effortless. So why does it feel harder than ever to actually move people?
Kelly Urban, CMO at Maui Jim and formerly VP of Global Media Relations, Influencer Marketing, and Social Media at GoPro, joins Rachel Truair to explore what's actually changed in how we communicate, and why confidence, not polish, might be the real foundation of persuasion.
Kelly makes the case for going to AI last instead of first, explains why trust is harder to earn than attention even though attention gets all the anxiety, and names the one piece of leadership advice she'd erase completely. The question underneath it all: if AI can write almost anything, what's the one thing only you can say with heart?
Quotes
“Attention can be captured very quickly, but it can go away so fast.”
“I think the inflection point is are you going to AI first or are you going to AI last?”
“If you can find that magic spot of being very personally connected to your team, you will be able to lead in a way that others can't.”
From the conversation
Why getting distribution used to be the hard part, and getting attention is now
Whether steadiness or reinvention actually builds a stronger brand
Going to AI first vs. going to AI last, and why it might decide whether you keep the ability to think for yourself
What most leadership advice gets wrong about staying professionally distant from your team
Which is harder to earn right now, trust or attention, and why that's the wrong question to answer too quickly
About the guest
Kelly Urban joined Kering Eyewear in September 2025 as the CMO of Maui Jim after serving 11+ years as a VP of Marketing at GoPro. Urban is responsible for driving global brand strategy and expanding awareness for Maui Jim’s sun and optical collections across B2B and B2C audiences internationally. Urban is based out of Kering's Manhattan office.LinkedIn: https://www.linkedin.com/in/kellybaker1/
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