From AI Tools to AI Processes: A CMO Guide to Redesigning Marketing Work

Most marketing teams already use AI in their daily work. Copy is written with assistants, visuals are generated with AI tools and optimisation happens in separate systems. These uses create local speed, but they do not change how marketing work flows across the organisation.

Many CMOs try to integrate AI into existing processes. This often leads to more complexity rather than better outcomes. The real opportunity is to step back, evaluate what the desired outcome of marketing should be, and then redesign the process with AI as a core building block.

This session explains how CMOs can use AI to identify how marketing processes work today and redesign them into entirely new and more effective flows. Instead of adapting old workflows, AI is used to support new ways of working that are faster, clearer, and easier to scale.

The session shows how strategy, creation, production and iteration can be connected into a single system where humans define direction and AI supports speed, quality and learning. The focus is on building new workflows that fit modern marketing rather than optimising outdated ones.