AI has made marketing easier to produce - but harder to win. That's the sharp framing Cameron Partridge, Chief Growth Officer at Humanforce, brings to this conversation. Drawing on nearly a decade in the US, including a front-row seat to the AI boom at Invisible Technologies, working directly with OpenAI, Meta, Google, and Microsoft on AI training, Cameron delivers one of the most grounded takes on where marketing is heading.
From the collapse of specialist roles to why marketing must own revenue, this is the episode to send to every marketing leader sitting on the fence about what AI means for their team and career.
Guest Introduction
Cameron Partridge is Chief Growth Officer at Humanforce, an AI-driven human capital management platform serving frontline workforces globally. He spent nearly a decade in the US, most recently as CMO of Invisible Technologies, one of North America's fastest-growing AI companies, where he helped grow revenue from $25-30M to close to $200M run rate while working directly with the world's leading AI model providers. He previously held senior leadership roles at BBDO and Macquarie Group, and began his career at Medibank, Telstra, and GE Capital in Australia.
Key Topics
- Why AI has lowered the floor of marketing quality and what "AI slop" means for how you actually win in a crowded content landscape
- How the marketing function is collapsing from siloed specialists into generalists - and why that's both an opportunity and a threat
- Why Cameron no longer hires for deep channel expertise, and what he looks for instead: cultural fit, outcomes focus, and "neural plasticity"
- Why marketing must stop reporting on activity and move toward shared revenue ownership with sales - and the rise of the Chief Growth Officer title
- The go-to-market engineer role: what it is, why it's a critical hire, and why these people are rare in Australia
- Why AI boosts individual productivity but not organisational productivity, and how systems thinking closes the gap
- Cameron's AI toolkit: Claude for deep work, ChatGPT for quick questions, Claude Code for vibe coding - and why courses are the wrong way to learn AI
- The job outlook for marketers: why middle managers face the most risk and why now is the time to act
Resources & Links
Tools
- Claude - Cameron's go-to for deep work and complex tasks
- Claude Code - Used by Cameron for vibe coding projects
- ChatGPT - Cameron's "new Google" for quick questions
- Manus - Meta owned AI agent platform Cameron is experimenting with
- NotebookLM - Recommended for knowledge work
- SEMrush - Part of Cameron's cross-platform insights dashboard
- X (formerly Twitter) - Recommended for following AI researchers
- Substack - Recommended for action-oriented AI insights
People Mentioned
Companies
- OpenAI - Worked with directly at Invisible Technologies; recommended for following researchers
- Anthropic - Makers of Claude; referenced as a foundational model provider worth following
- Google - Referenced in Cameron's analytics dashboard and as a major AI model provider
- Invisible Technologies - Cameron's former employer; recommended as a source for enterprise AI developments
Contact & Credits
Host: Shahin Hoda
Guest: Cameron Partridge
Produced by: Shahin Hoda and Alexander Hipwell
Edited by: Alexander Hipwell
Music by: Breakmaster Cylinder
APAC's B2B Growth Podcast is Presented by xGrowth
