Decoded… An Inside Listen: How AI Is Rewriting the Rules of Modern Marketing
Episode 4 of the Decoded podcast, host Phillip Jackson sits down with Optimove’s Pini Yakuel and Shai Frank to unpack a seismic shift in marketing: the rise of Positionless Marketing
This blog is a synopsis of this episode that is more than an exploration of a new marketing paradigm; it’s a glimpse into what high-performing marketing organizations will look like in the next five years. It is an insightful blueprint for CMOs, product leaders, and marketers eager to reduce bottlenecks, empower teams, and create relevance at scale.
The cultural origins of Positionless Marketing…it’s more than a buzzword
How AI enables marketers to execute data-driven, personalized, optimized campaigns independently
Why rigid roles and linear processes are being replaced by fluid, cross-functional execution
How Optimove’s product suite delivers personalization at scale
Why scaling personalization requires scaling content and how GenAI is making that possible
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The Big Picture:
In Episode 4 of Decoded, a Future Commerce limited series, host Phillip Jackson sits down with Optimove’s CEO, Pini Yakuel, and SVP of Product and GM of the Americas, Shai Frank, to unpack a seismic shift in the world of marketing: the rise of Positionless Marketing.
If the first three episodes introduced the philosophy, this episode is the playbook. With stories from the Israeli military, product development lessons, and powerful insights on organizational design, the conversation reveals how AI is changing not only marketing technology but also the marketer.
“We used to reward people for staying in their lane,” says Shai. “Now we reward them for stepping out of it.”
Positionless Marketing Is Already Transforming Teams
At its core, Positionless Marketing is about breaking down rigid roles and empowering marketers to move independently across data analysis, creative execution, optimization, and orchestration. Enabled by AI, today’s marketers can do more, and do it faster.
“With Positionless Marketing, we give marketers three powers: Data Power, Creative Power, and Optimization Power,” says Pini. “They don’t have to wait on analysts, developers, or designers. They can execute independently and that changes everything.”
AI Unlocks Speed, Scale, and Strategic Thinking
Throughout the episode, Shai outlines how Optimove’s AI-driven platform helps marketers go from reactive to proactive. Campaigns aren’t just sent, they’re optimized, personalized, and continuously improved.
“If it used to take eight weeks to get a promotion out the door, AI reduces that to two days,” Shai explains. “That frees up time to think bigger to personalize, test more, and move faster.”
Culture Drives Product. Product Enables Culture.
What makes this episode stand out is its blend of product strategy and cultural insight. Drawing from their experience in the Israeli military and startup ecosystem, Shai and Pini explain how the “big-headed” mentality a phrase for taking initiative inspired Optimove’s Positionless philosophy.
“Being ‘big-headed’ means you take responsibility beyond what’s asked,” Shai says. “In Israel, we don’t have the luxury of over-resourcing. We’re trained to do more with less and that shaped how we built Optimove.”
From Scarcity to Scale: How AI Brings Us Back to Versatility
Phillip raises a powerful point: for most of human history, people were generalists. Specialization is a relatively recent phenomenon born of the industrial age. But AI may be bringing us full circle.
“We’re getting back to who we were…people who know how to do many things,” says Pini. “GenAI lowers the barrier to learning and doing. Marketers can be more creative, more autonomous, and more impactful.”
In Summary
As AI reshapes what’s possible in marketing, Positionless Marketing provides the framework to unlock that potential. It’s not just about tools. It’s about culture, ambition, and empowering every marketer to do more. Episode 4 of Decoded makes it clear: the future belongs to those ready to end assembly-line marketing and move marketing at the speed of the consumer’s interaction with the brand.
For more insights on the Positionless Marketing era, contact us to request a demo.
Rony Vexelman is Optimove’s VP of Marketing. Rony leads Optimove’s marketing strategy across regions and industries. Previously, Rony was Optimove's Director of Product Marketing leading product releases, customer marketing efforts and analyst relations. Rony holds a BA in Business Administration and Sociology from Tel Aviv University and an MBA from UCLA Anderson School of Management.
