Custom GPTs promise speed and scale—but without intention, they can quietly erase the very voice that makes your work matter.

In this episode of Content Amplified, host Ben Ard sits down with Fred Faulkner, SVP of Marketing at McFadden Digital, to unpack how leaders and teams can use custom GPTs as true collaborators—not replacements. Fred shares how he builds AI “bench strength,” trains GPTs to reflect real human thinking, and uses voice-based workflows to turn raw ideas into polished strategy without sacrificing authenticity.

This conversation is practical, grounded, and honest about what works, what doesn’t, and why human judgment still sits at the center of every effective AI workflow.

What you'll learn in this episode:

• How to define narrow, high-impact use cases for custom GPTs
• Why “human in the loop” is a non-negotiable rule
• How to train GPTs using tone, context, and real source material
• Why voice conversations outperform typing for capturing authentic ideas
• How teams can adopt AI incrementally without breaking existing workflows
• Where AI accelerates good processes—and where it amplifies bad ones

Guest Bio: Fred Faulkner

Fred Faulkner is the Senior Vice President of Marketing at McFadden Digital, a global commerce system integrator focused on helping B2B manufacturers and distributors prepare for an AI-driven future. With a career rooted at the intersection of marketing and technology, Fred has spent decades building digital experiences—from early web and SEO work to modern AI-enabled workflows.

Today, Fred leads a lean marketing team while experimenting deeply with custom GPTs, voice-first ideation, and AI copilots designed to augment—not replace—human thinking. He is especially passionate about maintaining authentic voice, clear strategy, and strong process as organizations adopt AI tools at scale.

Connect with Fred:

• https://www.linkedin.com/in/accordingtofred/
• https://mcfadyen.com/
• https://www.accordingtofred.com/

Text us what you think about this episode!