Most marketing teams have bought AI tools, but few have changed how the work actually gets done, and that is where the returns are. McKinsey's 2026 research finds AI high performers are about three times as likely as everyone else to have fundamentally redesigned their workflows. 

This session lays out a practical operating model for marketing leaders: how to audit the team's work, connect agents to real data, set the human-in-the-loop line, redesign roles and prove the impact to finance.

After this session, you’ll be able to: 

• Run an audit (automate, augment or own) of your team's top 20 recurring workflows to find the three where agents return the most hours without touching judgment calls.
• Connect agents directly to your systems of record, such as the data warehouse, CRM and task board, so reports refresh themselves and leaders stop waiting on analysts.
• Write down an explicit human-in-the-loop line, covering what agents draft, what humans decide and what never ships unreviewed, to scale output without brand, legal or accuracy risk.
• Replace AI activity metrics with an operator scorecard of cycle time, hours returned, decision speed and incremental outcome, so you can prove the model to your CFO.