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Why the best AI use cases in marketing start with intelligence, not creation
Published on March 18, 2026Reading time 8 minutes
Date & Time
Session time: 1 hour
If AI is an unstoppable force for social team impact, consumer priorities are the immovable object: Sprout’s 2026 Content Strategy just confirmed their #1 priority is human-generated content. So, how do you strike a balance between automation and the often name-dropped, rarely understood “authenticity?”
Join social media consultant and industry analyst Matt Navarra and Curtis Midkiff, Director of Social Media Marketing at Sprout, for an unfiltered conversation about where AI drives efficiency, where human intuition still leads and why modern social workflows need both.
That’s where most conversations end. But after covering some theory, we’ll show you real-world next steps you can and should copy/paste—including an in-depth look at our (free) AI prompt library.
You’ll learn how to:
- Balance AI efficiency with human intuition
- Identify where AI fits into your daily social listening and engagement workflows
- Write stronger prompts that unlock better insights
- Use AI to prove social’s impact with decision makers
Presenters
Curtis Midkiff
Sprout Social
Curtis is the Director of Social Media Marketing at Sprout Social, where he leads Sprout's social strategy, content and creator programs. With almost two decades of experience in marketing, communications and digital strategy, he is a highly regarded brand strategist and social media expert who has led the social engagement efforts for a range of organizations including 23andMe, Kroger, Southwest Airlines, The American Red Cross and The Society of Human Resource Management (SHRM).
Laura Crosby
Laura is the International Field Marketing Manager at Sprout Social, passionate about building communities, bringing the human element of B2B marketing to the forefront of every campaign and initiative.
Matt Navarra
Matt Navarra is one of Europe’s most well-known and in-demand social media consultants and founder of ‘Geekout’ — an ever-expanding community and suite of resources for social media professionals. With over 20+ years industry experience, Matt has worked with some of the world’s biggest brands such as Google, BBC, United Nations and Pinterest. He is frequently invited to appear on BBC News, Sky News, NBC Europe, CNN and other global news channels as a leading social media industry expert commentator.@mattnavarra
Taylor Hamalian
Sprout Social
Taylor Hamalian is a Lead Solutions Engineer at Sprout Social. With a decade of experience as a solutions engineer, she specializes in helping marketing and social media professionals optimize their workflows and leverage Sprout's platform to drive brand growth and efficiency.
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