Embracing AI While Staying Human: A Conversation with Creative Evangelist Tom Christmann

In this episode of What’s Data and AI Got to Do with It?, our host Deirdre Mahon sits down with Tom Christmann—Creative Evangelist at Catch+Release and founder of creative agency Tiny. From his beginnings as a design enthusiast to leading creative teams at major agencies, Tom shares how data, AI, and human connection intersect in modern marketing.

Here are the key takeaways from their conversation:

From Design to Leadership: A Creative’s Journey

Tom’s story begins in high school, where he was steered toward design. After studying at the Fashion Institute of Technology, he built a career at top agencies like BBDO and Ogilvy, eventually becoming a Chief Creative Officer.

Today, he works with Catch and Release, a platform that helps marketers discover and license user-generated content from Instagram, TikTok, and YouTube.

“I’m teaching people like myself to use a product that can go out onto the web and find things in the wild... and license them.”

Tom emphasizes the shift from creating everything from scratch to smartly leveraging what already exists in the digital ecosystem.

Using Data as Creative Fuel

When it comes to data, Tom offers a grounded perspective. Rather than seeing it as a constraint, he views it as inspiration.

“Data is information… what’s the story, what story can we take from that?”

For Tom, creativity starts with data—it’s the raw material. But he cautions against over-relying on vanity metrics like follower counts and encourages marketers to focus on insights that actually drive results.

Aligning Sales and Marketing Through Real Relationships

One of Tom’s most actionable insights? Bring sales and marketing together outside the boardroom.

“Spending time together, hanging out, having fun doing things... preferably with customers.”

His example: organizing a bowling league with prospects and clients. It wasn’t about pitching—it was about creating shared experiences that naturally led to business opportunities.

AI as a Creative Companion

Tom sees AI as a powerful collaborator in the creative process. Whether it’s ideation, research, or building visual comps, AI is part of his everyday workflow.

“AI is the first team member on everything... we use it to research, we use it to brainstorm.”

That said, he remains skeptical about using AI to replace human creators. For Tom, authenticity still holds tremendous value, especially as AI-generated content becomes more common.

Staying Human in a Tech-Centric World

Despite being a tech-savvy creative, Tom’s final message is simple and timeless:

“There is no app for connecting with other humans. You’ve got to do it face-to-face.”

Whether it's building trust, closing deals, or collaborating effectively, human relationships remain at the heart of great marketing.

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Final Thoughts

Tom Christmann brings a refreshing and pragmatic lens to the conversation around creativity, AI, and data. His advice? Embrace the tools, question the numbers, but never forget the people.

Listen to the full episode for more insights from Tom on how to thrive as a marketer in a world where technology and humanity meet.

Watch the full podcast episode on YouTube and explore how creative professionals can use AI and data while staying true to their human instincts.