Decoding AI
Builders x AI
Season
1
/
Episode
6
Pepper: Helping Enterprises Scale Content Marketing Using AI
Enterprise marketing teams sit at the intersection of creativity, brand risk, and scale. While AI has dramatically lowered the cost of generating content, it has also exposed a deeper structural problem: most AI systems are designed to produce outputs, not to operate inside the workflows where real marketing work happens.
As organisations attempt to deploy AI across websites, social channels, video, and owned assets, friction quickly emerges. Finished artefacts that cannot be edited, governed, or reviewed by humans fail to align with brand standards and internal processes. What works for individual creators often collapses when exposed to layered teams, approvals, and accountability.
This episode explores why successful enterprise AI adoption depends less on better models and more on where intelligence is embedded. When AI functions as infrastructure, augmenting existing workflows, enabling human intervention, and enforcing consistency, it becomes deployable at scale rather than experimental.
The discussion reflects a broader shift underway across enterprise AI adoption. As novelty fades, value increasingly accrues to systems that prioritise reliability, control, and integration, separating tools that demo well from those that organisations can depend on every day.
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We’re building Passionfroot 1, an operating system for creators to manage their business.
We’re based in Europe and raised our $ 3.4m pre-seed round from Creandum and US angels such as Vlad (Webflow) and creators like Ali Abdaal.As we’re creating a new category and as the creator economy is global and mostly online, we’re building from Day 1 a global company and product that helps creators monetize around the world.
This brings a lot of complexities especially in terms of payments and taxes as our early users are based both in Europe and the US and deal with cross-border transactions.What are Do’s and Dont’s for European startups who have a global ambition and build products for a global customer base from Day 1. Anything you would do differently?
Thanks @pjbouten! Love how you’ve thought about incrementally shaping a category with a focus on product and service, and only then thinking about getting the message out there vs the other way around.
And totally agree on the distinctions and overlaps both self-serve and enterprise motions share.
Thanks, PJ, for taking the time to address questions from the great vantage of shaping Showpad into a global, enterprise SaaS brand!