Jennifer Jones-Mitchell

1:00 p.m.–3:00 p.m. PT — Tuesday, February 23, 2027

Workshop D: Getting Your Team to Actually Use AI: A Change-Management Framework for Marketing and Comms

Buying AI tools is easy. Getting your team to actually change how they work is the hard part — and where most AI initiatives quietly stall. This workshop lays out a practical change-management framework built specifically for marketing and comms teams, covering how to build buy-in, redesign workflows people will actually adopt, and address the resistance that kills momentum. We'll cover what to prioritize, how to sequence the rollout, and the practical decisions that separate a team that embraces AI from one that reverts to old habits the moment you look away.