Can AI Replace Creative Taste? Kristen Souders Says No.

Lydia Chan speaks with Kristen Souders, Senior Director of Global Brand and Content Studio at Hitachi Vantara, to explore what it really takes to create standout storytelling in B2B tech. Kristen breaks down the evolving IT audience landscape, explaining why data leaders and IT professionals are allergic to fluff but still crave compelling narratives that make them feel seen rather than sold to. This insight challenges common assumptions about technical audiences and their relationship with emotional storytelling.

The conversation takes a compelling turn into creative taste and AI-generated content. Kristen argues that taste is empathy with standards, built through exposure, lived experiences, and crucially, failure. Discover why she believes the beauty and memory is always in the mistakes, and why those unexpected moments are what AI cannot replicate. While algorithms can show us patterns, they cannot replace the human perspective that comes from authentic storytelling and collaboration.

Kristen also shares how she builds effective creative teams by creating psychological safety and carving out weekly time for creative reviews where she asks why decisions were made rather than just correcting work. She discusses navigating conversations with leadership by focusing on goals and objectives, knowing when to hold your ground and when to problem-solve your way out of a corner. Her parting advice is powerful: algorithms can replicate patterns but not perspective, so respect your audience, protect your taste, and above all, stay curious.

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