How to Leverage AI for Growth Marketing

Episode #24 of the Mass Appeal podcast

Artificial intelligence is changing the way companies approach growth marketing. But how do you separate hype from real impact?

In this episode, Norman Nielsen, VP of Growth at Omio, shares how AI is shaping engagement, loyalty, and localization strategies for businesses expanding into new markets.

With experience scaling a travel platform that connects users to trains, buses, and flights across Europe, the U.S., and Canada, Norman discusses the challenges of market expansion and how AI-powered solutions streamline audience segmentation, content localization, and A/B testing. THere are limitations to the current state of AI, particularly in creative decision-making, and Norman will explain why training employees to prompt AI effectively is just as important as choosing the right tools.

What’s the Topic?

In this episode, you’ll learn:

• How Omio approaches market expansion and localization
• AI’s role in engagement and loyalty strategies
• The biggest hurdles when breaking into new markets
• The 5 foundational AI models for growth marketing
• Why A/B testing AI-generated content is crucial
• The art of training employees to prompt AI effectively

What to Listen Out for

Here are some key moments from the episode you won’t want to miss:

• 3:13 – Norman’s journey in growth marketing
• 12:18 – The toughest challenges in entering new markets
• 14:00 – 5 ways AI makes work (and life) more efficient
• 15:45 – The limitations of AI – what it can’t do
• 19:15 – Using AI for engagement and customer loyalty
• 24:29 – The 5 foundational AI models driving business growth
• 25:55 – A/B testing AI-generated content & training LLMs
• 28:28 – Why prompting AI is an essential skill for teams