Navigating the New, AI-First Operating Model for Marketing

The mandate to implement AI often feels like the wild west — lots of single-serve apps, unstructured data, no compass. While the pressure to leverage AI’s benefits is high, marketing operations leaders are uniquely positioned to lead this transformation. After all, the marketing ops role already touches every pillar of organizational maturity, from data and technology to the people and processes that power them. Keir Bradshaw from MERGE offers a comprehensive framework to assess your organization’s AI readiness. MERGE’s philosophy is to use AI as your co-architect — a force multiplier for your team, not a replacement for human critical thinking. Drawing on real-world insights and use cases from brands on the Adobe Experience Cloud, get to know MERGE’s proprietary AI assessment scorecard to navigate emotional readiness.

Key takeaways:

• Why and how to assess the human factor and temperament of your team to ensure cultural alignment
• Identify workflows where AI can deliver the most significant value for your team and your customers
• How to approach ethical usage rules and processes for standardized metadata

Industry : Healthcare and Life Sciences, High Tech, Retail

Technical Level: General Audience

Track: AI, Innovation, and Leadership Trends, Content Supply Chain for the AI World, Orchestrating Experiences with AI Agents

Content Category: Tips and Tricks, Thought Leadership

Audience : Marketer, Operations Marketer , Martech Professional, AI Strategy/Technology , Demand Generation Marketer