This examines how the financial company Aiful successfully shifted its marketing strategy from simply using AI for efficiency to achieving co-creation with AI as a business growth partner.

Facing challenges where traditional advertising metrics like CPA did not lead to increased contract rates, Aiful, in partnership with Google and others, redefined its key performance indicator (KPI) to focus on high-quality users indicated by "brand name search lifts." The core of the new approach involved humans setting the strategic direction and forming hypotheses—such as grouping customers into 35 behavior clusters like "moving" or "fan activities" to identify signs of future funding needs—while AI handled the mass execution and optimization of the advertising campaigns. This collaboration, which resulted in a 2.7-fold increase in the target metric, emphasizes that human strategic design and contextual understanding are critical for enabling AI to maximize its strengths in data processing and rapid execution.

It concludes that the modern marketer's role must evolve into a "designer of business growth" who focuses on setting the right questions and strategies for AI.