From Marketing Automation to Autonomous AI Marketing

In this episode of the Marketing AI SparkCast, Aby Varma, founder of Spark Novus, an advisory firm that partners with marketing leaders to adopt AI responsibly and strategically, sits down with Philip Lakin, Head of Enterprise Innovation at Zapier. The conversation dives into how marketing teams are shifting from basic automation to fully autonomous, AI-driven workflows using orchestration, agents, and no-code tools. Philip shares his unconventional career path and explains how AI is reshaping how marketing and ops teams operate, scale, and create value.

Topics Covered:

  • Philip Lakin’s journey: From acting to no-code innovation and enterprise automation.
  • From automation to orchestration: Why AI-native workflows are the next leap in marketing tech.
  • Understanding AI agents: A walkthrough of the KIT model—Knowledge, Instructions, Tools.
  • Agent vs. workflow logic: When to use deterministic paths and when to give AI creative decision-making.
  • Tooling landscape: Comparing low-code/no-code platforms for enterprise use.
  • Rise of the GTM engineer: How technical marketers are becoming the new growth drivers.
  • Practical limits of agents: What AI can and can’t handle (yet) in production.
  • Learning by building: Why hands-on experimentation gives marketers a long-term edge.

Guest bio:
Philip Lakin is Head of Enterprise Innovation at Zapier, where he helps companies deploy AI-first automation across operations and marketing. Previously, he led no-code initiatives at Compass and built a startup acquired by Zapier.
LinkedIn: https://www.linkedin.com/in/philip-lakin/

Host bio:
Aby Varma is the founder of Spark Novus, an advisory firm that partners with marketing leaders to adopt AI responsibly and strategically. He specializes in fusing brand, content, and growth through modern marketing strategy.
LinkedIn: https://www.linkedin.com/in/abyvarma/

Recent Episodes

In today’s world of rapid transitions—career moves, geographic relocations, and shifting personal identities—community has become more than a comfort; it’s a lifeline. Studies show that strong social ties can increase well-being, reduce stress, and even improve physical health. For those navigating high-pressure environments, like the partners of professional athletes, having access to a supportive,…

After a year that put digital assets back in the headlines, long-term Bitcoin adoption is quietly compounding beneath the noise. Unchained reports helping “many thousands” of clients secure roughly $12B in Bitcoin via collaborative custody, while on-chain “HODL waves” data shows that ~60% of all Bitcoin typically hasn’t moved in a year or more,…

As the startup ecosystem continues to evolve, pitch competitions and startup accelerators are shaping the way founders connect with investors and communities. According to the Global Entrepreneurship Monitor data, U.S. entrepreneurial activity climbed to a record 19% in 2024—the highest level ever reported—highlighting just how fertile the ground is for platforms like CodeLaunch. This…