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Inside the Stack: What AI Actually Means for Marketing Ops
Join this candid conversation featuring consultants on the frontlines of AI adoption. From architecture to execution, they’ll cover what’s working, what’s not, and how to keep up with the pace.
, Founder and CEO, Forcery
, EVP, Global Analytics, Client Operations and AI, Just Global | Trilliad
, Founder & Managing Director, ActionRocket
, Director, Product Marketing, Salesforce
Session Type: Breakout
Wednesday, Jun 34:00 PM - 4:40 PM CDT
(9:00 PM - 9:40 PM GMT)
Innovator Theater | Campground, Level 3
FIRST COME FIRST SEATED
Session Summary: This session focused on the challenges and opportunities of implementing AI agents at scale, emphasizing the importance of governance, adoption, and human expertise in the process. While building an AI agent accounts for only 20% of the effort, the other 80% involves ensuring proper governance, driving adoption, and maintaining trust through iterative optimization. Panelists highlighted that successful AI adoption requires robust data foundations, clear processes, and change management strategies, as well as active participation from subject matter experts to provide the necessary context for agents to perform effectively. By leveraging AI for repetitive and low-risk tasks, such as trafficking and reporting, marketing teams can free up time for strategic, high-value work, showcasing how humans remain central to AI's success in the workplace.
Key Takeaways:
• A robust data foundation and clear processes are prerequisites for successful AI agent implementation, as agents cannot function effectively without accurate and well-structured data.
• Human expertise and involvement are critical at every stage of AI deployment, from providing context to iteratively refining agents for optimal performance.
• AI adoption can significantly improve efficiency by automating repetitive tasks like trafficking and reporting, allowing teams to focus on strategic, creative, and high-value activities.
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