Katarzyna Hasnik interviewed by Enricko Lukman on the New Role of AI in Marketing on Content Grip

Katarzyna Hasnik
Sep 8
3 min read

Updated: Sep 27

A Shift in the Marketing Playbook

Marketing teams are no longer measured by how much content they produce. Instead, they are becoming orchestrators of AI systems, overseeing quality, strategy and delivery at scale. In his feature, Enricko Lukman highlights this transformation, weaving in the story of Katarzyna Hasnik, Founder and CEO of Fehur, to show how small, agile teams can lead this new era.

Fehur: A Four-Person Team Playing on a Big Stage

Despite having only four people, Fehur develops sophisticated AI-powered financial wellness tools. The company demonstrates how small, well-structured teams can achieve the scale and impact of much larger organisations by embedding AI across their operations.

Katarzyna Hasnik interviewed by Enricko Lukman on the New Role of AI in Marketing on Content Grip

Beyond Content Creation: AI Everywhere

At Fehur, AI is not limited to generating text or campaigns. It is applied to analyse behavioural, psychological and financial data, guiding customer journeys, segmentation and user flows. This holistic approach to AI enables the team to deliver more with less.

Strategy Over Scale

Katarzyna’s philosophy is rooted in timing, sequencing and smart resource allocation. For Fehur, success is not about adding more people but orchestrating the right actions in the right order. This gives the company the agility to pivot quickly and seize opportunities ahead of slower, larger rivals.

Humans Still Hold the Pen

“AI is a tool, not the truth,” Katarzyna reminds us. She insists that human oversight remains essential to ensure quality, consistency and authenticity. Audiences can immediately sense when content feels off, making editorial judgement critical in keeping brand voice and trust intact.

Looking Ahead: The Voice of Tomorrow

With a background in voice user interfaces, Katarzyna predicts marketing will move beyond written and visual content towards conversational and voice-driven interactions. For small teams, mastering this space could become a powerful differentiator in how they connect with audiences.

Enricko and Katarzyna: A Meeting of Perspectives

Enricko uses Fehur as a living case study to support his broader thesis. Together, his analysis and Katarzyna’s insights show how AI orchestration is reshaping marketing: replacing volume with strategy, replacing manpower with intelligence, and replacing rigid structures with agility.

Key Takeaway

The future of marketing is not about producing more content but orchestrating the systems, tools and people that deliver it. Fehur’s story, as told by Katarzyna and framed by Enricko, shows how the next generation of leaders will think less like creators and more like conductors.

Connect with Enricko Lukman on Content Grip and LinkedIn

https://www.contentgrip.com/author/enricko/

https://www.linkedin.com/in/enricko/

Read a full interview with Katarzyna Hasnik by Enricko Lukman on Content Grip

https://www.contentgrip.com/marketing-teams-ai-orchestrators-content-creators/

I want to thank Enricko Lukman for giving me the space to share my vision and for capturing my thoughts with such clarity. What I set out to show is that at Fehur, we are proving how a small team can lead the way in using AI not just for efficiency, but for meaningful orchestration. This is a perspective I hold strongly, and I am glad to see it reflected in his article. For those who see the future of marketing the way I do, where strategy, agility and human judgement come first, I would be delighted to connect and explore opportunities together.