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The AI Automation Trap That's Killing SaaS Growth, The Unreplicable Human Element in SaaS Growth with Saren Sakurai, Wethos AI

What if the secret to AI success isn't about being more machine-like — but about being more authentically human?

In this episode of Humans Behind the Metrics, Charlene Ormo sits down with Saren Sakurai, a creative strategist with a rare blend of left-brain clarity and right-brain magic. He's helped early-stage startups find their voice and guided SaaS companies through pivots that actually work.

But here's what most people don't know: Saren spent over a decade architecting award-winning campaigns for Fortune 100 brands like Coca-Cola, Sony Pictures, and Cisco — launching Sprite's digital presence and reimagining how massive brands connect with people.

Now, he's applying that same creative firepower to AI. Not just as a tool, but as a mindset.

Saren shares why treating AI like a relationship (not a transaction) changes everything, how to infuse humanity into automated processes, and why going broad beats going deep in the age of artificial intelligence.

If you're trying to figure out where AI fits in your growth strategy without losing your soul — this episode breaks it all down.

"Don't believe the hype. Think about the practical. The more you use it, the more you'll see that there's just a certain point where it can't pass humans."

- Saren Sakurai

Meet Saren Sakurai -- In 5 Fun Facts

Meet Saren Sakurai -- In 5 Fun Facts

  • Solid background in Liberal Arts 

Saren's father was a liberal arts teacher, and that broad foundation shaped his entire approach — leading him to become one of the most cognitively diverse marketers in tech today.

  • The Nike Connection. 

After two years in Japan, Saren set his sights on Nike and spent months trying to get in the door. His persistence paid off, leading to work during the Sydney Olympics with the best creative minds in the industry.

  • Fortune 100 Campaign Architect.


Before AI was even a buzzword, Saren was building integrated digital campaigns for massive brands — launching Sprite's digital presence and reimagining Miracle Whip's entire brand experience.

  • Early AI Adopter. 


Saren got his AI education working at Cylance, one of the first companies to apply AI to cybersecurity, giving him years of behind-the-scenes experience before ChatGPT hit the scene.

  • The Relationship Builder. 


For Saren, AI isn't about transactions — it's about building genuine working relationships with intelligent tools that remember, learn, and grow alongside you.


Topics Covered

[02:30] - From Liberal Arts to Marketing: The Power of Going Broad

Discover how Saren's diverse educational background became his secret weapon in navigating everything from Nike campaigns to AI strategy — and why breadth beats depth in today's rapidly changing landscape.

[08:45] - The Nike Journey: Breaking Into the Big Leagues

Learn about Saren's persistence in landing his dream job at Nike, and the valuable advice he received about "playing in the minor leagues" before making it to the majors.

[12:20] - Early AI Exposure: Learning from the Inside Out

Explore Saren's experience at Cylance, where he got an inside look at AI applications in cybersecurity long before the current AI boom — and how that shaped his practical approach.

[18:10] - Beyond the Hype: The Reality of AI Implementation

Cut through the fear and overhype surrounding AI with Saren's grounded perspective on what AI can and can't do, and why humans remain central to the equation.

[29:40] - The RAG Revolution: Training AI on Your Business

Learn about Retrieval-Augmented Generation (RAG) and how feeding AI your company documents, brand voice, and specific data creates a customized business intelligence system.

[41:20] - The Content Volume Advantage: Testing at Scale

Explore how AI enables testing 20 campaigns instead of 3, leading to better data, faster insights, and more successful outcomes through accelerated trial and error.

[46:30] - Leading Teams Through AI Adoption

Get insights on creating safe spaces for AI experimentation, staying ahead as a leader, and helping team members overcome their fears about AI implementation.

[58:45] - The Future of AI in Marketing and SaaS

Peek into Saren's vision for the next phase of AI development — from agents to innovation to full organizational AI — and why staying optimistic matters.


3 Key Things You Can Apply Today

  1. Treat AI like a relationship, not a transaction. Start building ongoing relationships with AI tools by using their memory features and training them on your specific business context. Feed them your brand voice, company documents, and communication style to create personalized AI assistants.
  2. Go broad, not deep, in your skill development. In an AI world, cognitive diversity beats narrow expertise. Learn widely across different areas and use AI to enhance your adjacent skills, creating your own "bot team" that amplifies your capabilities.
  3. Maintain humanity in your AI-powered processes. Even when using AI for content creation or lead generation, infuse authentic human elements — personal details, imperfections, and genuine passion — to stand out in an increasingly automated world.


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Humans Behind the Metrics

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