How to drive AI adoption across your marketing team
AI tools are everywhere, but adoption is often shallow. In this CMO panel, leaders from Betterment, ThredUp, and O2KL share how they’ve moved beyond AI experimentation to lasting impact.
Learn how to make AI part of daily marketing work, from training teams to building internal momentum and rethinking content strategy.
Watch all our videos from this year's Work Innovation Summit: https://asana.com/work-innovation-summit-on-demand-library-new-york
Chapters
0:00 Welcome and panel kickoff
0:57 The shift from experimentation to transformation
1:48 CMO introductions
3:03 Revisiting past tech transformations vs. the rise of AI
5:25 The SEO to AEO shift at Betterment
7:20 Personalizing AI content at scale
9:00 ThredUp’s Daily Edit and trend-driven personalization
11:15 Agency AI adoption: faster, better creative output
13:00 Breaking down team structure and rollout
16:00 Top-down vs. bottoms-up AI enablement
19:00 Asana’s regional AI agent use case
20:30 Scaling AI through internal champions and councils
22:00 New skills: orchestrators vs. executors
24:00 Creative and lifecycle roles are evolving
26:06 Aligning AI use with company mission
27:00 Lightning round: bold predictions for 2027
28:30 The rise of agentic, one-to-one marketing
29:30 Why curiosity and measurement will drive future success
30:30 Final thoughts and AI adoption stats from the Work Innovation Lab
As recorded at Asana’s Work Innovation Summit (WIS) New York 2025: “The CMO’s Adoption Playbook: Make AI Stick”
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