MAICON brings collectively high visionaries and specialists within the discipline of AI throughout a three-day convention filled with actionable periods and networking occasions—all to place you because the change agent your group (and profession) wants. On this ongoing speaker collection, we’re that includes these extraordinary leaders, with forward-looking predictions, actionable ideas you should utilize immediately, and a preview of their MAICON 2025 periods.
Dale Bertrand is the founding father of Fireplace&Spark, an search engine optimisation and content material advertising and marketing company, and a seasoned speaker with greater than 25 years of expertise. He has spoken at over 100 conferences and educated greater than 1,000 entrepreneurs throughout the nation.
However Dale’s story didn’t begin with advertising and marketing.
Dale started his profession as a software program and {hardware} engineer after graduating from Brown College, and later returned to earn a Grasp’s diploma in Electrical Engineering. Over the following a number of years, he joined three semiconductor startups, even serving to construct a supercomputer for the Nationwide Safety Company. Regardless of the technical accomplishments, the startup grind left him burned out and trying to find extra function in his work.
“I knew I needed to do one thing completely different with the following part of my profession,” he mentioned.
And that’s when he made a monumental pivot. Dale was recruited by an MIT-based start-up in 2008 to resolve analytical advertising and marketing issues. He “cherished making use of learnings from engineering to digital advertising and marketing.” Plus, the startup’s founder grew to become a trusted mentor who inspired him to pursue outdoors pursuits, together with public talking and exploring the broader potential of promoting AI.
Ultimately, he launched Fireplace&Spark, the place he makes use of his technical expertise to refine advertising and marketing technique.
Maintain studying to study from Dale’s many years of promoting expertise and for perception on what to anticipate from his session at MAICON.
Session Preview: AI Assistants for Artistic Ideation
Dale has spent a number of years main his company by means of an formidable AI integration journey, leveraging AI’s energy for strategic ideation, determination help, planning, and high quality assurance. Central to this effort is a collection of customized GPTs Dale developed to “enhance the standard of our outputs and determination making.”
Meet “Roe,” Dale’s GPT that focuses totally on bettering Q2 objectives. “Bruce” is his AI assistant used to develop 1-2 web page strategic initiative paperwork, and “Eddie” builds rubrics for consumer deliverables to make sure high quality requirements are well-defined.
The outcomes?
“By shifting from content material technology to concept technology, AI can help determination making and assist your crew innovate your course of effectively past simply time financial savings.”
In his MAICON session, Dale will share confirmed methods and hands-on steps for utilizing AI instruments to gasoline smarter, extra artistic ideation inside your individual crew.
Lesson Realized: Don’t Rent a Author to Replace Your Content material
It’s grow to be clear that Google’s algorithm favors content material freshness when making rating choices. Thus, holding content material contemporary is extra vital than ever.
You may suppose hiring a author is the apparent selection, however Dale recommends a brand new strategy.
“Preserving content material contemporary requires a distinct talent set than planning and writing new content material,” he famous.
So, don’t rent a author; create a brand new function as a substitute. Discover a “Content material Updater” who can create visuals (not narratives) and CTAs (not headlines). This particular person should be capable of analyze knowledge, analysis competitor content material, repair damaged hyperlinks, and deploy search engine optimisation instruments.
“That is an unlikely set of expertise to search out in a author or marketer (that is why it must be a brand new function). Who’s updating your content material?”
Trying Forward: Info Queries Are Transferring to AI
Shopper search is shifting. Resolution engines like Google present pages and pages of outcomes to sift by means of, whereas info engines like ChatGPT and Google’s AI Overview give direct solutions.
Dale mentioned:
“This is what entrepreneurs want to know: Acknowledge the shift. Your prospects are studying how/when to make use of two several types of search engines like google and yahoo … People will select probably the most handy choice. It is human nature. Your prospects want velocity and comfort over absolute precision.”
He believes it is going to occur slowly, after which swiftly, however finally, info queries will transfer to AI.
The massive impression:
“In case your model is not showing in these AI responses, you are turning into invisible to a rising viewers.”
This may also result in diminished website visitors. However on the intense aspect, those that do go to your website will probably be higher-intent guests with the next likelihood of conversion.
Hyperlinks We Like
These convention periods from Dale cowl sensible AI for advertising and marketing groups, serving to entrepreneurs change their mindset round AI.
Dale’s Session at MAICON
How AI Can Elevate Human Advertising and marketing Creativity
Creativity stays a marketer’s Most worthy and irreplaceable talent. But even probably the most impressed entrepreneurs can battle to persistently generate contemporary concepts. Be part of AI and digital advertising and marketing professional Dale Bertrand as he shares hands-on methods for utilizing AI to boost creativity throughout all of your advertising and marketing campaigns.
Via real-world examples, you’ll study particular AI ways to raise your e mail advertising and marketing, internet copy, content material advertising and marketing, and social media. We’ll even discover easy methods to use AI to swipe your rivals’ finest artistic concepts. Anticipate to depart this session with actionable subsequent steps to drive AI-enhanced advertising and marketing creativity inside your group.
Maintain Up with Dale (and AI)
Join with Dale and observe alongside along with his AI journey:
Be part of Us at MAICON 2025
Advertising and marketing Synthetic Intelligence Convention (MAICON) was created for advertising and marketing leaders and practitioners searching for to drive the following frontier of digital advertising and marketing transformation inside their organizations.
We’re excited to host our fifth annual MAICON—Advertising and marketing AI Convention—at this pivotal level for our trade. Be part of us from October 14 to 16, 2025, in Cleveland, Ohio, and use the particular code SPEAKERSERIES100 at checkout to obtain $100 off your registration!
