In this episode of Scratch, we’re joined by Adrian Rosenkranz, Chief Revenue Officer at Webflow, to unpack how AI is reshaping the web, marketing and go-to-market. Adrian shares how to drive real AI adoption by tying it to clear business outcomes, not experiments, and how Webflow is rethinking workflows to move faster.
In this episode of Scratch, Eric sits down with Adrian Rosenkranz, Chief Revenue Officer at Webflow, to explore how AI is fundamentally changing the way brands grow, compete and get discovered. As large language models reshape how people find and evaluate products, Adrian argues that marketing is shifting from a game of clicks and traffic to a game of relevance and answers, where your website, content and brand have to work for both humans and machines at the same time. We’re effectively marketing to bots at this point!
They dig into what this means in practice for CMOs, from how SEO and content strategies need to evolve, to why many AI initiatives stall inside large organisations. If you’re currently trying to bring AI to your marketing team (Who isn’t?) then Adrian has some practical guidance and perspectives to share to ensure that your AI initiatives actually deliver something valuable.
The conversation also goes beyond tools and tactics into leadership, creativity and culture. Adrian reflects on lessons from Salesforce, the importance of narrative and design thinking, and why creativity, taste and speed of adaptation are becoming the true sources of differentiation in an AI-native world. It’s a wide-ranging discussion about how marketing, growth and brand leadership need to evolve for the next era of the web.
Watch the video version of this podcast on YouTube
🖊️Mentioned in the show:
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Adrian Rosenkranz of Webflow in this episode
Find Rival online at www.wearerival.com, LinkedIn, Twitter.
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