Automation is no longer just a tool — it’s becoming the operating system of marketing. In this episode of Hard Refresh, host Andrés López-Varela is joined by Kirsty O’Connell (Senior Account Director, equ.) and Sophie Winter (National Manager, Content & Communities, Australian Wildlife Conservancy) to debate the promises and pitfalls of automation.
From Meta’s AI gone wrong with a feral cat campaign for the Australian Wildlife Conservancy to the risks of handing brand safety over to machines, the panel dives into where humans should still hold the reins. Together they ask: when everything can be automated, what’s left for marketers to do ?
In this episode:
- Where humans still matter
Both guests argue that community management, creative concepting, and tone of voice should remain human-led, automation can optimise and scale, but only people can bring context, empathy, and credibility. - When automation backfires
Sophie recalls a feral cat awareness campaign that Meta’s AI targeted to cat lovers, sparking outrage. It’s a cautionary tale about brand safety when platforms make decisions without context. - Losing control of creative
Kirsty explains how automated ad placements distorted campaign assets in ways the team didn’t expect, a trade-off of efficiency for oversight that left clients asking hard questions. - Agencies as orchestrators
Rather than being replaced, agencies may thrive by helping brands navigate orchestration, strategy, and ethics once automation eats the “busy work.” Both panelists argue this will shift agency-client conversations to bigger, more interesting questions. - Future-proofing talent
Skills like prompt engineering, measurement, and critical thinking are becoming the new basics for junior marketers. The panel sees automation forcing marketers to level up, reclaiming marketing as more than “promotion” and returning to its roots in product, pricing, and audience insight.
This episode was recorded on the traditional lands of the Whadjuk Noongar people, live at State of Social '25.
