It’s well known that AI is already transforming marketing, but not every team will benefit equally.

Those who integrate AI effectively will outpace their competition, exceed their targets, and maybe even rediscover their love of the marketing craft. Those who don't will get stuck in endless pilot projects, frustrated teams, and wasted investments.

In this session, you'll learn how to join that first group. 20-year marketing veteran and expert in marketing agility Andrea Fryrear will explore the hidden risks of poor AI adoption—and how to avoid them.

After this session, you’ll be able to:

• Understand why marketers who don’t adapt their ways of working will struggle to keep up
• Roll out AI without breaking your team’s workflow or creativity
• Apply a simple, repeatable approach to testing and scaling AI adoption
• Balance speed and control when integrating AI into marketing

This isn’t about AI hype—it’s about building a real-world strategy for AI adoption that actually works.