In this episode of the KoobrikLabs podcast, Orlando Wood speaks
with Kate Morrison, Global Head of Production for Products and
Services at Google, about the evolving role of AI in creative
workflows, production, and marketing strategy.
Kate shares her journey from political science at Georgetown to
leading global production at Google, reflecting on the unique
path that took her through Amsterdam’s advertising world to some
of the biggest creative operations in the industry. She provides
insights into how AI is shaping content production, from
automation in workflows to personalized marketing at scale.
Beyond AI, the conversation explores the balance between
creativity and operations, the power of mentorship in career
growth, and the challenges of leadership in fast-moving,
high-stakes environments. Kate also shares lessons from her
biggest career mistakes, how AI is changing consumer behavior,
and why human potential remains at the heart of great
storytelling.
Whether you’re in media, tech, or creative production, this
episode offers a fascinating look into the future of AI-driven
content creation and the evolving landscape of marketing at one
of the world’s biggest companies.
Orlando and Kate explore:
Navigating career transitions – from law and
business affairs to global production leadership
AI’s role in marketing and content creation –
automation, localization, and personalized consumer experiences
Challenges in brand storytelling – balancing
creative vision with short-form content and evolving digital
platforms
Lessons from failure – the importance of asking
questions, making data-driven decisions, and adapting to
industry shifts
The human factor in AI – why technology should
enhance human potential rather than replace creativity
Subscribe for more conversations with leaders in tech,
creativity, and AI innovation.
Connect with Kate on LinkedIn: Kate Morrison | LinkedIn
Visit KoobrikLabs website: KoobrikLabs - KoobrikLabs
Chapter markers
[00:00] Introduction – Kate’s background in law, business
affairs, and transition to production
[02:12] From legal to creative – Navigating a career shift into
global content production
[05:48] AI in storytelling – Personalised content, localisation,
and automation in marketing
[09:25] The creative challenge – Balancing storytelling with
short-form and platform demands
[14:10] Lessons from failure – Data-driven decision making and
learning through missteps
[19:03] Human creativity vs AI – Why technology should support,
not replace, the creative process
[22:47] Cultural nuance in global content – How to tailor
storytelling for international audiences
[27:15] Agency life vs in-house – Perspectives on collaboration,
ownership, and structure
[31:00] Mentorship and leadership – Building teams and supporting
diverse creative talent
[35:22] Closing reflections – Evolving roles, industry change,
and staying creatively inspired
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