Chris Butler

What if the biggest unlock in AI isn’t better tools—but better thinking? In this session, Chris Butler, Director of Product Operations at GitHub, reframes prompting as a core strategic skill, showing marketers how to treat AI not as a reactive tool, but as a cognitive partner. By learning to structure intent with precision—clarifying goals, context, and constraints—you can dramatically improve the quality, consistency, and usefulness of AI-generated outputs.

Rather than focusing on tools or tactics, this session dives into the mental models behind effective AI collaboration. You’ll learn how to bring clarity to ambiguity, translate marketing challenges into structured inputs, and create a repeatable approach to working with AI that elevates both strategy and execution. Walk away with a new way of thinking—one that turns every prompt into a more powerful, aligned, and intentional interaction.

Key Takeaways:

• Reframe AI as a cognitive partner to enhance strategic thinking—not just execution
• Structure intent clearly by defining goals, context, and constraints upfront
• Translate ambiguous marketing problems into precise, actionable prompts
• Improve output quality by applying structured thinking frameworks to every interaction
• Align AI outputs more closely with objectives through intentional input design