Ever heard of someone transforming from a tech-averse marketer to an AI trailblazer? Meet Naama Manova Twito, the co-founder of the world’s first fully autonomous AI marketing team. Fasten your seatbelts, folks; this isn’t your typical startup saga. We’re talking about a journey filled with kicking, screaming, and eventually hugging the tech beast.
First up, Naama greets the world with refreshing candor, skipping the usual PR fluff. “Startup founder and an Israeli? You’re always on,” she declares, balancing the stress of a burgeoning business with the unique pressures of Israeli life. If you don’t know, “beseder” isn’t just a word; it’s a philosophy of perpetual survival and a shrug in the face of chaos. Resilience isn’t just built here; it’s forged in the fires of constant flux.
So, how does AI play into this? It’s not just some tool Naama uses; it’s more like an unruly pet that sometimes fetches the paper and other times chews the couch. Transitioning from a technophobe, she was initially resistant to the digital revolution. Imagine someone clinging to their flip phone while the world around them adopts smartphones. It took a retail venture’s harsh realities to shove her into the digital deep end. Running a retail brand with a website while still trying to sell door-to-door was her wake-up call. If she wanted to keep up, she had to embrace the tech she once shunned.
Once she took the plunge, the surprises kept coming. AI’s rapid adoption floored her. Suddenly, everyone—from your grandma to your dog-walker—was using advanced tech. It’s one thing to see AI in a lab; it’s another to see it in everyone’s hands, shaping everyday interactions. Yet, it wasn’t all smooth sailing. Naama found that while AI can handle repetitive tasks, it doesn’t replace the need for human creativity. Think of AI as a sous-chef: great for chopping veggies, but you still need the chef’s touch to make the dish sing.
Reflecting on her career, Naama recalls the wild west days of marketing when a good budget and a catchy slogan could propel a brand to stardom. Then came the digital deluge, social media mania, and the mobile revolution. Just when she thought she had a handle on Facebook, TikTok swooped in to flip the script again. It’s like being in a never-ending game of Whac-A-Mole, where each new platform is a fresh mole to smack. Yet, she sees AI as a game-changer, not just another mole. It’s a tool to cut through the noise, provided it’s used wisely.
The most overhyped trend? People obsessing over whether AI-generated content will rank on search engines. Naama is unfazed. She sees the future of search evolving beyond traditional SEO. Search engines won’t be the gatekeepers they once were; AI-powered assistants are the new frontier. It’s less about ranking and more about relevance and reliability.
Keeping her team motivated in this fast-paced industry is another feat. Coffee, of course, fuels the fire, but Naama’s real secret is empowering her people. She’s mastered the art of stepping back and letting her team run the show. Picture a bustling office at 7 PM, everyone working like their lives depend on it because, in many ways, they do. Senior and junior developers mix, match, and mesh, driven by a shared passion for innovation.
When asked about her advice for newcomers, Naama emphasizes curiosity. In an industry where jargon can be a minefield, she advises asking questions, no matter how stupid they might seem. Better a moment of embarrassment than a lifetime of ignorance. And if you’re surrounded by smart, supportive people, those questions will only propel you forward.
Throughout her career, Naama has had her share of mentors and tormentors. From supportive parents to challenging bosses, each figure has shaped her path. She recalls leading an IPO at 24, a milestone that boosted her confidence and set the stage for future successes. These experiences, both good and bad, built her resilience and fueled her drive.
Naama’s proudest moment? A personal one. Despite the demands of startup life, she beams with pride when her daughter publicly admires her on social media. Balancing work and family is a tightrope walk, but moments like these validate the sacrifices and hard work.
Introducing AI-driven solutions to clients often evokes skepticism. But Naama’s small business clients adapt quickly, seeing AI as a lifeline rather than a threat. Larger organizations, however, face resistance from employees fearing job loss. Naama believes in rewarding tech adoption, turning potential foes into allies.
AI’s unexpected quirks provide their share of laughs. Like the time it suggested “mattress matters” for a rock-themed campaign, complete with pebbles as imagery. It’s a reminder that while AI is powerful, it still needs human oversight to stay on track.
Looking ahead, Naama envisions hybrid teams, where AI and humans work seamlessly together. She dreams of a world where AI handles the grunt work, freeing humans to focus on creativity and strategy. It’s not about replacing jobs but enhancing them, creating a partnership that pushes the boundaries of what’s possible.
Naama’s ultimate goal? To make marketing fun again. She longs for the days of Mad Men-style creativity, where brainstorming wild ideas over drinks was the norm. By offloading the mundane tasks to AI, she hopes to reclaim that joy and spontaneity in marketing.
And if she had a superpower? Forget flying or invisibility. Naama wants the foresight of Bradley Cooper in “Limitless.” For a startup founder juggling countless tasks, seeing 50 steps ahead would be a game-changer. Outside of work, her guilty pleasure is baking—an overcompensation for a history of eating disorders. It’s her way of balancing the high-stakes world of AI with something tangible and therapeutic.
If stranded on a desert island, Naama’s dream team includes her family, Gordon Ramsay for culinary delights, and Norah Jones for the soundtrack. It’s a mix of personal and professional inspiration, a blend of support and skill.
Books that changed her life? Chris Voss’s “Never Split the Difference” tops the list. It’s a masterclass in negotiation, blending FBI tactics with business acumen. Naama’s takeaway? Compromise isn’t always the best solution. Sometimes, it’s about finding the right solution.
In the marketing world, she admires Estée Lauder’s audacity. From making creams at home to breaking a bottle of perfume at a department store to grab attention, Lauder’s fearless approach resonates with Naama. It’s the kind of bold, rule-breaking spirit she aspires to embody in her career.
And the funniest business mishap? A unicorn-riding daughter crashing a serious Microsoft Zoom meeting. It’s the kind of surreal, only-during-COVID moment that breaks the ice and humanizes even the most professional settings.
Naama’s legacy in the marketing world is clear: transforming the mundane into the magical, blending AI’s efficiency with human creativity. She’s not just changing the game; she’s rewriting the rules, one innovative step at a time.
