Meet the Next Gen Builder: Diego Lomanto, CMO at WRITER

These days, it seems like everyone is selling AI—your competitors, your cousin, maybe even your coffee machine.

So how do you break through the noise? According to Diego Lomanto, CMO at WRITER, the answer isn’t to lean harder into the hype—it’s to get closer to your customers.

In this episode of Next Gen Builders, Diego joins Francois Ajenstat to discuss how WRITER is helping enterprise teams deploy agentic AI and why a human-led, reinvention-first culture is crucial for scaling it successfully.

Read on for a few highlights, and listen to the episode on Apple Podcasts, Spotify, or YouTube.

What WRITER does

WRITER is an enterprise agentic AI platform. Its platform enables large organizations to build, activate, and supervise AI agents across front-, middle-, and back-office use cases—not just for marketing or support, but also for operations, human resources, logistics, and beyond.

Before WRITER, Diego was at UiPath during the height of the robotic process automation (RPA) boom. He found that while automation focused on linear, repeatable tasks, AI agents open the door to more dynamic, decision-oriented work.

To paraphrase Diego, AI is built for the “squishy” stuff: work that’s less predictable, more variable, and harder to automate cleanly. That makes it more complex to implement, but also far more expansive in its potential impact.

Marketing in a “squishy” space

So how do you market something that’s still evolving—especially when the outcomes aren’t always linear or immediate?

For Diego, it starts with storytelling. Instead of selling the dream, he recommends sharing what’s real: customer success stories, tangible ROI, and the human wins that emerge as teams learn how to work with AI.

A human-centered go-to-market strategy

Despite being a highly technical company, WRITER’s marketing strategy is deeply people-focused. Diego calls it “surround-bound,” with teams meeting their prospects in rooms, at events, and in conversations that go well beyond the top-of-funnel playbook.

But that human touch isn’t just about branding—it’s core to the post-sales motion, too. WRITER executives regularly take part in customer adoption meetings, coach leaders on AI evangelism, and drive early momentum.

Reinvention as a core value

Because today’s markets move at warp speed, Diego believes that brands should reinvent themselves every six months. That’s not a metaphor. It’s an intentional practice.

This pace requires not only stamina, but also people who thrive in ambiguity. That’s why Diego urges companies to hire for that DNA.

WRITER’s culture is transparent and people-centric, making reinvention more about orchestration than disruption. The entire company sees what’s working (and what’s not) through real-time feedback loops. That’s a lesson all companies can learn: It’s not about top-down pivots—it’s about everyone moving together.

Product marketing as the bridge

With a product marketing background, Diego believes product marketers are essential for shaping the narrative with storytelling.

As markets get competitive and product differentiation becomes harder to achieve, storytelling becomes more pivotal. In response to that shift, Diego sees product marketing taking over the driver’s seat.

Diego’s advice for what makes a good story? Simplicity. WRITER’s company line is “build, activate, supervise”—three words that encapsulate a complex platform while telling the brand’s story.

Diego’s “Oh sh*t” moment

For Diego, it was the early days of the Covid-19 pandemic. When the world paused, so did pipeline. But that moment also became a lesson in adaptation and perspective. To paraphrase, Diego says, “Zoom out. Look to history. The best companies don’t just survive change—they lead through it.”

The same is true for AI. Now is the time to embrace uncertainty, stay focused on the fundamentals, and look to the long arc of innovation.

Tune in to Diego’s story

These highlights are just a few of Diego’s unique insights into AI, product marketing, and how leaders are getting ahead of the competition. Check out the full podcast for more.