​Rebuilt, not patched: how marketing organizations thrive with AI

​Is your marketing organization built around job titles, capabilities, or impact?

AI adoption in marketing has outpaced marketing's ability to organize around it. Most teams have added the tools. Few have redesigned the system underneath: the roles, the workflows, the way work actually moves from brief to output.
That gap is clear in the data: only 30% of CMOs say their organization has the mature capabilities to scale AI, even though most named it a critical goal for the year. Marketing and sales is also consistently among the functions most linked to AI-driven revenue gains. The upside is real. The org isn't built for it yet. That raises the real question for leaders:
What does a marketing organization actually need to look like to turn AI adoption into AI-driven impact?

​What to expect

​This won't be a talk about which tools to buy. It's about the structural decisions leaders face once AI stops being a side project and starts running through the whole system.
We'll explore questions such as:
- Where do bottlenecks actually live in a marketing org - and why does naming the right one change everything?
- What's the difference between optimizing a task and optimizing the system it sits in?
- Which roles and capabilities become essential as AI adoption matures?
- How do you build genuine adoption on a team, when mandates don't create it?
- What should marketing be measuring instead of AI activity?
- A live AI rollout case study: what worked, what didn't, and the pattern connecting both

​About our guest

​Tala Tietze is a Senior Product Marketing Manager at a Swiss robotics company. She architected the AI setup for her marketing team; the instructions, workflows, and governance it now runs on. With 10+ years in B2B marketing across the DACH region, she brings a practitioner's argument, tested against her own org.