Joshua (Josh) Fulmer is the Executive Creative Director of Lunge Marketing, a full-service eCommerce agency specializing in Amazon, Walmart, TikTok Shop, and Google Ads services. With over 18 years of design and brand strategy experience, he leads creative teams in developing engaging, inclusive visual narratives. Before joining Lunge, Josh served in the US Marine Corps, worked in the craft beer industry, and built a design consulting practice.

Here’s a glimpse of what you’ll learn:

• [1:21] Josh Fulmer shares his journey from military service to creative direction in marketing
• [2:59] The disruption of AI in content creation and its role as a workflow tool
• [7:00] How brands can maintain consistency and trust amid AI adoption
• [10:26] Approaching limited budgets by focusing on high-impact creators and channels
• [14:03] The importance of developing user personas to align content with buyer behavior
• [16:40] Josh talks about repurposing long-form content into on-brand assets across digital platforms
• [20:32] Comparing the cost of AI model training to professional creative production
• [27:53] How creators can define their stance on AI’s use

In this episode…

Content creation has become more essential and complex than ever. AI tools promise faster, cheaper results, but at what cost to brand trust and authenticity? How can brands balance speed and creativity while maintaining a consistent voice across every channel?

According to content strategist Josh Fulmer, the key lies in using AI as an enhancer, not a replacement. He recommends developing clear content strategies grounded in audience research and user personas to ensure every asset serves a purpose. Brands should focus their budgets on creators and platforms that truly align with their target market, while maintaining consistent tone and messaging across formats. The goal is thoughtful integration, where technology supports creativity without diluting brand integrity.

Welcome back to The Digital Deep Dive as Aaron Conant talks with Joshua (Josh) Fulmer, Executive Creative Director of Lunge Marketing, about AI’s impact on content creation. Josh discusses how brands can maintain consistency amid disruption, build smarter strategies through audience targeting, and balance automation with authentic storytelling.

Resources mentioned in this episode:

• Aaron Conant on LinkedIn
• BWG Connect
• Joshua Fulmer on LinkedIn 
• Lunge Marketing 

Quotable Moments:

• “Something I preach and tell to everyone I work with is viewing these AI tools as a stepping stone.”
• “When you are looking at diving in, if you're a brand owner… never be terrified of what AI is doing.”
• “You need to look at what you're getting across within content creation. Is it true to your brand?”
• “If you want me to use AI for this brand, we need to then train an LLM on it.”
• “AI is not going anywhere. Like, you can be mad at me for saying that.”

Action Steps:

1. Develop clear audience personas: Understanding who your ideal customers are helps guide every creative and strategic decision your brand makes. This ensures your content resonates and drives stronger engagement and conversions.
2. Use AI as a creative assistant, not a replacement: Integrating AI thoughtfully into workflows enhances productivity without sacrificing brand authenticity. This balance keeps your messaging consistent and protects long-term brand trust.
3. Focus budgets on high-impact creators: Investing in fewer, more aligned content partners yields higher returns than spreading resources thin. Strategic partnerships amplify reach and maintain brand credibility.
4. Repurpose long-form content across platforms: Transforming a single video or article into multiple short-form assets maximizes efficiency and consistency. This multiplies brand exposure without increasing production costs.
5. Define your brand’s stance on AI: Establishing clear guidelines for how AI fits into your creative process ensures alignment across teams. It also builds transparency and confidence among audiences and collaborators.

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.