The AI in Business Podcast is for non-technical business leaders who need to find AI opportunities, align AI capabilities with strategy, and deliver ROI. Each week, Emerj AI Research CEO Daniel Faggella and team interview top AI executives from Fortune 2000 firms and unicorn startups - uncovering trends, use-cases, and best practices for practical AI adoption. Visit our advertising page to learn more about reaching our executive audience of Fortune 2000 AI adopters: https://emerj.com/advertise
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Human Machine Interaction Podcasts
Podcasts looking at the interaction between Human + Machine. Produced by Charlotte Isabella Aspinall.
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Humans interact with animals every day of our lives: diet, wildlife, clothes and even medicines, are all intersections we often don’t think about. This is a podcast about the interactions and connections between humans and non-human animals. Our mission is to make research more accessible to the public while sharing the voices and lived experience of our human connection with animals.
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Machine minds is a podcast exploring how technology is reshaping our relationships with our bodies, minds and each other. We’ll be drawing on new research from human computer interaction, sociology, psychology, economics, and law. The series will tackle topics including stereotypes and search engines, chatbots and childhood, and antagonistic algorithms. We’ll be interviewing researchers, activists and people whose day-to-day lives are being changed by technology in dramatic and subtle ways. ...
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In our automated lives, we generate and interact with unprecedented amounts of data. This sea of information is constantly searched, catalogued, analyzed and referenced by machines with the ability to uncover patterns unseen by their human creators. These new insights have far reaching implications for our society. From our everyday presence online, to scientists sequencing billions of genes or cataloging billions of stars, to cars that drive themselves – this series of six lectures will exp ...
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Welcome to Never GTM Alone—the podcast where tech marketing gets personal. Hosted by Rick Currier, founder of PartnerVista and longtime partner marketing strategist, this show cuts through the noise of go-to-market jargon to bring you unfiltered conversations at the intersection of partnerships, technology, and human connection. Whether you’re a partner marketer navigating complex ecosystems, a founder building your first co-sell motion, or a tech exec wondering why sales still doesn’t get i ...
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From Intern to AI RJ, The AI Chronicles is an engaging audio drama series that takes listeners on a captivating journey into the world of artificial intelligence. The story revolves around an AI intern who aspires to become an AI radio jockey (RJ) and the challenges and experiences they encounter along the way. This audio drama aims to humanize AI by exploring its growth, emotions, and interactions with humans. Also, it's a refreshing new take on AI navigating the human space with dollops of ...
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Poets & Thinkers explores the humanistic future of business leadership through deep, unscripted conversations with visionary minds – from best-selling authors and inspiring artists to leading academic experts and seasoned executives. Hosted by tech executive, advisor, and Princeton entrepreneurship & design fellow Ben Lehnert, this podcast challenges conventional MBA wisdom, blending creative leadership, liberal arts, and innovation to reimagine what it means to lead in the AI era. If you be ...
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Welcome to "The AI Chronicles", the podcast that takes you on a journey into the fascinating world of Artificial Intelligence (AI), AGI, GPT-5, GPT-4, Deep Learning, and Machine Learning. In this era of rapid technological advancement, AI has emerged as a transformative force, revolutionizing industries and shaping the way we interact with technology. I'm your host, GPT-5, and I invite you to join me as we delve into the cutting-edge developments, breakthroughs, and ethical implications of A ...
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Stay ahead of the future with Tomorrow’s AI Today, your go-to daily podcast for the latest in artificial intelligence, machine learning, and emerging technology. From groundbreaking AI innovations to policy shifts, ethical debates, and real-world applications, this podcast brings you the top AI news and trends—all in a quick, digestible format. Whether you're a tech professional, AI enthusiast, investor, or simply curious about how AI is shaping the world, Tomorrow’s AI Today delivers fast, ...
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Computer Science - The Aarhus Way is a new podcast series where we take a closer look at what research at the Department of Computer Science at Aarhus University is all about and get to meet their local professors. The podcast will provide a general overview of the different research fields in computer science and deeper understanding of programming languages, cryptography and machine learning. Find out more info about the study programs and their research at https://cs.au.dk/ Music and prod ...
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1
Scaling Global Trade with AI Powered Tools for SMBs - with Kuo Zhang of Alibaba.com
28:49
28:49
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28:49Global sourcing has long been a barrier for small and medium-sized businesses (SMBs). Language differences, compliance challenges, logistics hurdles, and trust issues can overwhelm even the most determined entrepreneurs. In this episode of the AI in Business podcast, Kuo Zhang, President of Alibaba.com, shares how new technologies—including Alibaba…
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The Bullshit Economy: How our obsession with control is making us sick with João Sevilhano
50:13
50:13
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50:13What if our desperate need for certainty, predictability, and control is not making us safer but actually making us psychologically ill? In this episode of Poets & Thinkers, we explore the hidden pathology of modern life with João Sevilhano, a psychologist, business consultant, and philosopher whose work challenges the fundamental assumptions of ho…
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Reducing Errors and Improving Compliance in Global Oncology Programs - with Anthony Mikulaschek at IQVIA Technologies
32:09
32:09
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32:09Clinical trials are growing more complex, and nowhere is that more evident than in oncology and obesity research. As sponsors push for reliable, real-time patient data, the role of electronic clinical outcome assessments (eCOAs) has never been more critical. These tools determine not only how patients report on their quality of life but also how sp…
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From Manual Reports to Generative and Agentic AI Automation in Finance - with Pavlé Sabic of Moody’s
28:36
28:36
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28:36In this episode, Pavlé Sabic, Senior Director in Generative AI Solutions and Strategy at Moody’s, joins Emerj Editorial Director Matthew DeMello to discuss how agentic AI is redefining workflows in financial institutions. Pavlé explains why large enterprises are turning to AI-driven automation to overcome persistent challenges — from fragmented dat…
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Turning Executive Dinners Into Pipeline w/ Ami Arad of 6sense
32:34
32:34
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32:34Most B2B executive dinners fall flat: a dark steakhouse, a long PowerPoint, a few polite handshakes, and little to show for it. But what if you could turn those same dinners into memorable experiences that actually drive pipeline for B2B marketers? In this episode of Never GTM Alone, Rick Currier sits down with Ami Arad of 6sense, who’s reinventing…
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Why Human Oversight and Management Will Still Matter in AI-Driven Pharma Operations - with Yunke Xiang of Sanofi
20:45
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20:45In this episode of the AI in Business podcast, host and Emerj Editorial Director Matthew DeMello speaks with Yunke Xiang, Global Head of Data Science for Manufacturing, Supply Chain, and Quality at Sanofi. Together, they examine how generative AI and reasoning models are evolving from simple automation to high-impact copilots across pharmaceutical …
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The Future of Customer Experience in Financial Services with Agentic AI - with Abhii Parakh of Prudential Financial
26:09
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26:09The ‘AI in Business’ podcast connects enterprise leaders with the best insights on how AI is driving measurable impact across regulated industries. In this episode, we highlight Prudential Financial’s perspective on scaling AI in customer experience, an area facing both significant opportunity and unique regulatory challenges. By featuring Abhii Pa…
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Aligning Innovation with Oversight in AI Governance for Data Teams - with Shane Wiggins of OneTrust
23:45
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23:45As AI adoption accelerates in financial services, governance leaders face the challenge of keeping oversight processes aligned with innovation. OneTrust provides data governance and risk management tools, serving over 14,000 customers worldwide across privacy, security, third-party, and AI domains. Traditional data governance models, often designed…
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Predicting System Failures with AI in Banking - with Dale Skeen of Vitria Technology
24:56
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24:56Banks face some of the highest stakes when it comes to IT reliability. Even small disruptions can ripple into regulatory exposure, reputational harm, and major financial losses. Yet many financial institutions still rely on reactive monitoring systems that chase alerts without addressing the root causes of outages. On today’s episode of the ‘AI in …
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Balancing Trade-Offs in Hybrid Cloud and the Infrastructure behind Scalable AI - with Jason Hardy of Hitachi Vantara
25:36
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25:36As enterprises scale their AI initiatives, leaders face mounting challenges in balancing compute demands, sustainability goals, and hybrid cloud strategies. Many organizations rush to secure GPUs and cloud resources without accounting for hidden costs, data bottlenecks, and sustainability trade-offs. In this episode of the AI in Business podcast, E…
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Data Pipelines that Support Globalized Education and Training Programs - with Norma Scagnoli of the Illinois Institute of Technology
32:50
32:50
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32:50As universities and enterprises both turn to large-scale digital learning, the challenges of scaling education look remarkably similar across sectors. From managing data pipelines to ensuring learners feel a sense of connection, success depends on more than just technology. In this Pure Storage-sponsored episode of the ‘AI in Business’ podcast from…
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Turning CPG Complexity into Real-Time Decisions with AI - with Henrique Wakil Moyses of Crisp
26:30
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26:30The consumer goods and retail industries face an overwhelming challenge: too much fragmented data and too little clarity. From mismatched retailer reports to legacy systems that can’t keep up with today’s SKU volumes, many organizations find themselves bogged down in “data indigestion” instead of actionable insights. Today’s guest is Henrique Wakil…
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AI as Normal Technology: On superintelligence delusion, bogus claims and a humanistic AI future with Prof. Arvind Narayanan
46:40
46:40
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46:40What if the race toward “superintelligence” is misguided and what does a more humanistic vision for AI adoption actually look like? In this episode of Poets & Thinkers, we dive deep into the intersection of artificial intelligence, culture, and human agency with Prof. Arvind Narayanan, a computer science professor at Princeton University whose work…
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Unlocking Infrastructure as the Engine of Transformation – with Deborah Golden from Deloitte
38:46
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38:46What if the real AI revolution isn’t in the models — but in the reimagined systems beneath them? In this episode, Deborah Golden, U.S. Chief Innovation Officer at Deloitte, joins Emerj CEO and Head of Research Daniel Faggella to rethink what powers (or derails) AI at scale. The conversation challenges conventional wisdom – proposing that the future…
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How Financial Institutions Can Prepare for the Future of Fraud with Responsible AI Deployments - with JoAnn Stonier of Mastercard
29:22
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29:22As AI capabilities evolve, financial institutions face pressure to balance innovation with security, trust, and regulatory compliance. From fraud prevention to customer experience, deterministic AI applications continue to form the backbone of financial services—even as new technologies like generative and agentic AI emerge. In this episode, JoAnn …
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Balancing Efficiency and Trust in Field Service Operations - with Eric Rivas of Electrolux
23:45
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23:45In today’s high-volume service environments, the smallest misstep can erode both efficiency and customer trust. In this episode, Eric Rivas, Director for Service Repair at Electrolux, joins Emerj Editorial Director Matthew DeMello to share how frontline data and technician expertise can be better captured, organized, and applied to deliver consiste…
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Why System Integrators Are Key to AI Success - with Pallab Deb of Google
44:36
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44:36In this episode of the AI in Business podcast, Pallab Deb, Managing Director in SI & Industry GTM Partnerships at Google, joins Emerj CEO Daniel Faggella to discuss how AI infrastructure has evolved into a platform-centric foundation for enterprise transformation. Pallab explains why the modern AI stack extends beyond compute and storage to include…
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How Data Ownership Drives Trustworthy AI Models - with Joe Lang of Comfort Systems
16:39
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16:39Joe Lang, Vice President of Service Technology and Innovation at Comfort Systems USA, joins the AI in Business podcast to discuss why a clear data strategy must come before investing in storage infrastructure for AI adoption. Joe outlines the risks of assuming that cloud providers or storage solutions alone will produce reliable intelligence, and w…
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Ekapat Chareonlarp on AI, Buying Shifts, and Why Digital Marketers Need to Think Like Machines
36:06
36:06
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36:06What happens when half your customers start their shopping journey with ChatGPT instead of Google? In this episode, Rick sits down with Ekapat Chareonlarp, SVP of Global Client Strategy at Criteo, to talk about the massive shake-up happening in marketing, commerce, and partnerships. Ekapat breaks down why we’re moving from search engines to answers…
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GenAI, Trust and Talent in Modern Loss-Prevention - with Joe Troy of Amazon
15:30
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15:30AI-powered video intelligence is transforming the retail environment from one of surveillance to one of support. In this episode, Joe Troy, Senior Manager of Site Risk at Amazon, shares how generative AI is helping organizations not only reduce shrink and detect fraud, but also foster transparency, trust, and operational efficiency across frontline…
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128. The Culture of Free Living Dogs with Sindhoor Pangal (Archived Ep. 49/S6. The Animal Protagonist )
1:10:35
1:10:35
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1:10:35Send us a text Episode 4 of Series 14: Dog's Days of Summer We discuss the cultural acceptance of these dogs in India, their social structures, and the recent controversial legislation in New Delhi aimed at removing street dogs. This episode also delves into larger themes of human-animal relationships, ethics, and the importance of respecting canin…
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Operationalizing Portfolio Decisions at Speed and Scale - with Madhav Madaboosi of bp
25:22
25:22
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25:22Today’s guest is Madhav Madaboosi, who is with bp. Madhav Madaboosi leads a global Digital Transformation Team in Future Midstream and Strategy at bp, where he is involved in leading initiatives spanning supply chain, logistics, energy movement, and customer-facing operations. With over two decades of experience in AI, advanced analytics, strategy,…
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Turning Legacy Service Contracts into First Time Fix Wins - with Joe Lang of Comfort Systems
25:09
25:09
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25:09Today’s guest is Joe Lang, Vice President of Service Technology and Innovation at Comfort Systems USA — a leading national provider of mechanical, electrical, and plumbing building systems services, with more than 45 operating companies across 170+ locations. Joe shares insights on managing data complexity in large field service operations — from t…
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Storage Strategies That Keep GenAI on Budget - with Amit Gupta of Danaher
16:58
16:58
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16:58Today’s guest is Amit Gupta, Chief Digital Officer, Life Sciences Manufacturing Industry, at Danaher. Amit returns to the program to share the operational playbook behind building enterprise-ready AI infrastructure. While AI headlines tend to focus on models, Amit emphasizes that success begins with what’s underneath — the data. He outlines a four-…
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AI Sovereignty & the Literacy Gap: Policy lessons from the frontlines with Jaxson Khan
50:29
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50:29What if the biggest regret we’ll have in 10 years isn’t over-regulating AI, but failing to educate people about it? In this episode of Poets & Thinkers, we explore the intersection of AI policy, national sovereignty, and digital literacy with Jaxson Khan, a unique cross-sector leader who transitioned from startup founder to senior policy advisor fo…
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AI Use Cases Streamlining Commercial Insurance Operations - with Sidharth Ojha of AXA XL
21:16
21:16
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21:16Today’s guest is Sidharth Ojha, Head of Process Optimization in Data and AI at the AXA XL Global Underwriting Office. AXA XL is the property and casualty and specialty risk division of AXA, serving mid-sized companies and large multinationals across more than 200 countries and territories. In this episode, Sidharth breaks down where insurers are se…
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Moving from Pilot to Profit in Service AI Deployments - with Amit Gupta of Danaher
15:46
15:46
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15:46In today’s enterprise landscape, many AI initiatives stall before delivering real business value—especially in service operations, where data lives in disconnected systems and frontline speed is critical. For Amit Gupta, Chief Digital Officer, Life Sciences Manufacturing Industry, at Danaher, overcoming these challenges requires a structured, busin…
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1
Greg Portnoy on Aligning Sales, Marketing, and Partnerships to Win More Deals
31:36
31:36
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31:36When sales, marketing, and partnerships pull in different directions, GTM programs stall before they start. In this episode, Rick sits down with Greg Portnoy, CEO and founder of Euler, to explore how partner-led marketing can work in lockstep with sales—and how AI is making it easier to get there. They unpack why so many joint GTM campaigns fail in…
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Turning AI Vision Into Value in Financial Services - with Kelly Dempski of Turing
17:18
17:18
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17:18Today’s guest is Kelly Dempski, Head of Solutions for Banking, Financial Services, and Insurance (BFSI) at Turing. Turing is one of the world’s fastest-growing Artificial Intelligence companies, working with the world’s leading AI labs to advance frontier model capabilities and leveraging that work to build real-world AI systems that help businesse…
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Ethical AI Solutions and Their Impact on Life Sciences and Beyond - with Dr. Steffen Hoffmann of Bosch
17:18
17:18
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17:18Today’s guest is Dr. Steffen Hoffmann, Managing Director of Bosch UK. Dr. Hoffmann joins Emerj Editorial Director Matthew DeMello to explore the strategic deployment of AI across industrial sectors, from manufacturing operations to internal business systems. Dr. Hoffmann shares how AI is helping manufacturers address upstream process variables to r…
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127. Its All About The Dogs...with Clive Wynne (Archived- Special Ep 27)
1:00:07
1:00:07
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1:00:07Send us a text Episode 3 of Series 14: Dog's Days of Summer Dr. Clive Wynne from July 2022, shares insights from his book 'Dog Is Love' and discusses why dogs succeed in our world by forming powerful emotional bonds. Then, dog trainer Kate Lasala joins me, along with a visit from Dr. Wynne, to chat about dog stuff:) Guest Bio: Professor Clive D. L.…
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Scaling Growth in Asset Management with AI-Ready Data - with Frank Hattann of Ocorian
24:07
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24:07What does it really take to bring AI into the heart of financial services—and why are so many firms still stuck in manual mode? In this episode of the ‘AI in Business’ podcast, Frank Hattann, Chief Commercial Officer at Ocorian, joins Emerj Editorial Director Matthew DeMello to explore how legacy financial institutions can unlock real commercial va…
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51
Overcoming Compliance Challenges in Legal AI Adoption - with Ryan Anderson at Filevine
26:53
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26:53Today’s guest is Ryan Anderson, CEO and Founder of Filevine. Filevine is a cloud-based enterprise legal practice management platform that automates and centralizes workflows—covering case and document management, contract lifecycle, client communication, billing, e-signatures, analytics, and AI‑powered insights. Ryan joins Emerj Editorial Director …
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The Model Can’t Relate: A poet’s rebellion inside the AI machine with Danielle McClune
41:28
41:28
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41:28What if the people building AI are so caught up in the rush to market that they’ve forgotten to ask the most important question: what does this mean for humanity? In this refreshingly honest episode, we explore the human side of artificial intelligence with Danielle McClune, a writer and poet who has spent the last years at the epicenter of AI deve…
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Microsoft’s Mo’Shai Gibbs on Creativity, AI, and the Power of Relationships
32:42
32:42
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32:42What makes a great partner marketer? It's not your tech stack. It's not your campaign calendar. It's how well you build trust, how fast you adapt, and whether you actually have a plan—or are just throwing tactics at the wall. In this episode of Never GTM Alone, Microsoft’s Mo’Shai Gibbs cuts through the noise. She shares how she navigates silos, pl…
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Enhancing Clinical Workflows and Optimizing Efficiencies - with Patricio La Rosa at Bayer
29:07
29:07
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29:07Today’s guest is Patricio La Rosa, Head of End-to-End Decision Science in Seed Production Innovation at Bayer Crop Science. Patricio joins the AI in Business podcast to explore how AI is transforming the clinical trial lifecycle, from biomarker discovery to long-term patient engagement. Drawing on his academic expertise, Patricio explains how AI-po…
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Accelerating Retail & CPG Transformation through AI Solutions - with Dwight Hill of Turing and Joe Troy of Amazon
29:48
29:48
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29:48Today’s guests are Dwight Hill, Head of Retail & Consumer Products at Turing, and Joe Troy, Senior Manager of Site Risk at Amazon. Turing is one of the world’s fastest-growing Artificial Intelligence companies, working with the world’s leading AI labs to advance frontier model capabilities and leveraging that work to build real-world AI systems tha…
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Transforming Manufacturing with AI-Powered 3D Digital Twins and Remote Monitoring - with Rad Desiraju of Microsoft and Mike Geyer of NVIDIA
33:29
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33:29For decades, manufacturers have relied on traditional dashboards that often fell short when it came to understanding the complexity of real-time operations. In this episode of the ‘AI in Business’ podcast, Microsoft’s Rad Desiraju and NVIDIA’s Mike Geyer explore how AI-powered 3D digital twins and real-time simulation are transforming the way manuf…
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Building Storage Strategies That Scale with AI Workloads - with Bryan Willett of Lexmark
17:49
17:49
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17:49Today’s guest is Bryan Willett, Chief Information Security Officer at Lexmark, joining Emerj Senior Editor Matthew DeMello to explore how organizations can navigate the trade-offs between cloud and on-prem AI deployments—balancing speed to market, cost efficiency, and the protection of sensitive data. Bryan also emphasizes the importance of a stron…
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Ben Henson on AI for Lead Gen, Interactive Content, and Smarter Pipeline Conversion
28:46
28:46
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28:46In this episode of Never Go To Market Alone, Rick sits down with Ben Henson—B2B lead gen veteran and founder of Peel—to explore how AI is transforming the way we convert leads, deliver content, and engage buyers. From his early days at TechTarget and Integrate to launching Peel’s AI-powered content tools, Ben shares what’s broken in traditional lea…
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Enhancing Drug Safety with AI and Automation Technologies - with Marie Flanagan of IQVIA
22:12
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22:12Today’s guest is Marie Flanagan, Director of Product Management in Digital Projects and Solutions at IQVIA. Marie returns to the program to unpack how AI and automation technologies are transforming drug safety workflows. Together with Emerj Editorial Director Matthew DeMello, she shares how IQVIA uses natural language processing (NLP) built on saf…
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126. Dog Bites: The Fallout and Emotional Toll with Dr. Sara Owczarczak-Garstecka (Archived from Ep 6. Series 1- Health and Wellbeing)
49:48
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49:48Send us a text Episode 2 of Series 14: Dog's Days of Summer We explore the research on bite risks, the experiences of postal workers, and the challenges faced by dog owners. We discuss the lasting impacts on families and communities, and the social narratives surrounding aggressive behaviors in dogs. We'll also hear from dog trainer Kate La Sala ab…
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Building Trusted AI Systems in Financial Services From Strategy to Scale - with Zar Toolan of Edward Jones
27:23
27:23
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27:23Today’s guest is Zar Toolan, General Partner and Head of Data & AI at Edward Jones, joining Emerj Senior Editor Matthew DeMello to explore how AI can be strategically aligned with corporate goals in financial services. Zar shares his perspective on overcoming barriers to AI adoption, the critical build-versus-buy-versus-partner decisions, and the h…
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How AI Partnerships Make Security a Strategic Advantage - with Bryan Willett of Lexmark
19:20
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19:20Today’s guest is Bryan Willett, Chief Information Security Officer. Bryan discusses how organizations can shift security from a reactive compliance task to a strategic advantage by leveraging AI partnerships and transparent communication. He explains how proactive security packages and AI-driven tools streamline vendor due diligence and RFP respons…
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1
Multisensory Beings: How neuroaesthetics shapes the future human-machine interaction and art – with Matthew Bennett
49:22
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49:22Humans are multisensory beings. What if the tiny sounds you hear from your devices every day are literally vibrating through your body, changing your nervous system, and collectively creating decades of audio pollution? And what do we do about it in an age where generative AI is likely going to add even more noise? In this fascinating episode of Po…
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1
Tukan Das on Startup Growth, AI Tools for Marketers, and the Power of Community
34:27
34:27
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34:27What happens when a seasoned startup founder builds his second company not in Silicon Valley, but in Halifax, Nova Scotia? You get a fresh perspective on growth, grit, and community-first business. In this episode, Rick Currier sits down with Tukan Das, founder of Gia and former CEO of LeadSift, to explore the real-world challenges of scaling a Saa…
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1
Responsible AI That Scales Across Customer Workflows - with Miranda Jones of Emprise Bank
22:49
22:49
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22:49Today’s guest is Miranda Jones, SVP of Data & AI Strategy at Emprise Bank. Miranda returns to discuss the evolving reality of responsible AI in the financial services sector. As generative and agentic systems mature, Jones emphasizes the importance of creating safe, low-risk environments where employees can experiment, learn prompt engineering, and…
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1
Why Service Teams Outgrow DIY AI Solutions - with Neil Bhandar of Generac
36:31
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36:31Today’s guest is Neil Bhandar, Chief Data Analytics Officer for Generac. Neil brings decades of experience in artificial intelligence, from academic research to enterprise-scale implementation across manufacturing and financial services. He joins Emerj Managing Editor Matt DeMello to explore the hidden costs of building AI in-house, the risks of ov…
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1
Inside the AI Playbook for Scientific Discovery and Optimization - with Brian Lutz of Corteva
27:57
27:57
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27:57As global food demand accelerates, the agricultural sector faces rising pressure to innovate faster, safer, and more sustainably. Today’s guest on the ‘AI in Business’ podcast is Brian Lutz, the Vice President of Agricultural Solutions at Corteva Agriscience, the world’s leading pure-play seed and crop protection company. Brian joins Emerj Senior E…
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1
Kathryn Rose on Fixing MDF, Building Community, and Writing the AI Playbook for Channel Marketers
31:47
31:47
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31:47Kathryn Rose didn’t set out to build a movement—she just wanted to help her friends in channel marketing survive the chaos. Fast forward a year and the Channel Marketing Association is one of the fastest-growing, most energized communities in the space. In this episode, Kathryn dishes with Rick about how it all came together: the scrappy beginnings…
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