How can marketing teams adopt AI in their everyday work?

Marketing teams can begin adopting AI by choosing one recurring problem, giving someone responsibility for the test, and agreeing on what a useful result looks like. The first workflow should be familiar enough that the people doing the work can judge whether AI helps.

Ask your team where work slows down, what they repeat, and which questions they struggle to answer. Campaign reporting, brief preparation, content review, and research synthesis can provide starting points. Choose according to your team's work, available information, and review requirements. A workflow with missing inputs or unresolved ownership needs attention before you add automation. In a small team, the owner and reviewer may be the same person; set aside a separate review step so checking still happens. Larger organizations may need shared standards across teams.

My Ask → Automate → Expand framework describes three complementary ways to use AI. Ask helps you think through a problem and explore options. Automate helps you make recurring work repeatable. Expand helps you build a capability you could not previously use. A team can use all three in the same project, depending on the problem.

Illustrative example: a campaign manager could ask AI to help structure questions for a performance review, automate a recurring summary from approved reporting data, and learn to build a reporting view that answers new questions. Each use needs appropriate inputs and someone who can evaluate the result. Start wherever the work calls for it.

Write a short workflow note covering the task, intended user, approved tool, permitted information, expected output, and reviewer. Confirm your organization's requirements for customer information, confidential plans, and external content. If someone is unsure what they can enter, resolve that question before practice begins.

Agree on the checks that matter for this workflow. A report may need every figure traced to a source. A campaign brief may need an audience, offer, objective, and named approval owner. Record how users should handle missing information and who can decide whether the output is ready to use.

Give participants an approved work sample and time to try the workflow. Ask them to explain the context they supplied, what the AI missed, and how they checked the answer. Keep the group small enough that people can ask basic questions and get useful feedback.

Managers need to make room for this work. Replace or reduce something already on the calendar, and name a person who can answer questions after the session. A demonstration gives people a starting point; repeated application helps you see whether they can use the approach independently.

Before the test, record how long the work takes, where corrections happen, and how the result is used. Afterward, examine preparation, generation, review, and rework together. Ask whether the result met the quality standard and helped the person who needed it make a decision.

At the review, decide whether to improve the approach, try it again, expand to another user, or stop. Document the useful inputs and checks so the next person has something concrete to follow. Marketing leaders who need help choosing a starting point can use the readiness assessment on this site or explore my AI strategy, workflow implementation, and team enablement services.