10:30 a.m.–11:15 a.m. PT — Wednesday, November 18, 2026
Every marketing team wants the benefits of AI. Faster content creation, easier access to knowledge, fewer repetitive tasks, and more time spent on high-value work. The challenge is that AI rarely struggles because of the AI itself. This session shares a real-world example of how one marketing organization scaled AI from scattered experiments to everyday use across content, communications, planning, and knowledge management.
Along the way, the team discovered an unexpected barrier. Content that was difficult to find, difficult to trust, and difficult for AI to use effectively. You'll get a practical look at the changes that made the difference, from improving content discoverability and structure to introducing new workflows, resources, and adoption tactics. More importantly, you'll see the results. What gained traction, what fell flat, what had to be rethought, and the measures used to determine whether the effort was actually working.
If you're trying to move beyond AI enthusiasm and create lasting behavior change, this session will give you a blueprint grounded in experience, not theory.
Attendees Will Leave With:
1. A practical playbook for driving AI adoption in a marketing organization
The approaches that helped move people from occasional experimentation to regular use in their daily work.
2. The content improvements that had the biggest impact on AI performance
Why content organization, discoverability, and structure mattered more than expected, and where to focus first.
3. Real-world results and lessons learned
What worked, what didn't, what surprised the team, and the metrics used to demonstrate value and sustain momentum.
