Does your marketing organization still view AI as just a cost-cutting tool?
In this episode of Conversations with MarTech, Teresa Barreira, CMO of Publicis Sapient, discusses how her organization is using AI to reinvent work itself.
Teresa and her team shifted the focus from roles to tasks and redesigned workflows with an “AI-first” approach. This approach dramatically increased speed and capacity, reducing campaign time-to-market from 20 days to just three.
Among the topics covered in this episode:
- Why deploying technology to fix broken systems doesn’t work and how to rethink workflows from the ground up.
- Understand the task as the “atomic unit of transformation” to automate 80% of marketing activities without eliminating human roles.
- How Teresa’s team is empowering every marketer to become a “builder” by creating 100+ personalized AI assistants.
- Why human domain experts are essential to train AI to achieve 100% quality through feedback and ratings.
Episode guide
0:00 Introduction
0:31 Meet Teresa Barreira
1:32 The four steps Teresa used to transform her marketing organization
6:54 Key lessons Teresa learned from marketing transformation
10:00 a.m. What differentiates a successful AI workflow from an unsuccessful one?
1:11 p.m. What culture and leadership changes are needed to transform with AI?
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The position How Publicis Sapient transformed its marketing organization appeared first on MarTech.
