The reality of the current marketing landscape is that “experimenting” with AI is no longer enough to move the needle. At the May 2026 MarTech Conference, Molly St. Louis (EM Marketing) moderated a panel of leaders including Greg Boone (Walk West), Peter Isaacson (Invoca), and Kate Roberts (Cella by Randstad Digital) went beyond the usual hype to discuss the hard work of .
Redefining the three stages of AI maturity
The transition from basic instructions to full automation often feels like a moving target. Isaacson provided a framework to help teams evaluate their progress:
- Content and discovery: Using generative AI for search and copy.
- Agentic synthesis: Build autonomous agents that collect and analyze data.
- Workflow redesign: Fundamentally changing the way work flows through an organization.
While 46% of participants are still focused on content, the path forward lies in phase two, Isaacson said. At Invoca, teams don’t just use tools; they are actively developing agents to handle the heavy lifting of data synthesis.
Fix blank screen
When repetitive tasks become a bottleneck, it’s easy to feel like your creative spark is being buried under administrative weight. Roberts emphasized that integrating AI into tools like Jira and Workfront is not about replacement, but about restoration.
Using AI-powered wireframing in Figma, teams go from blank screens to customer-ready prototypes in minutes. This is doable for any team willing to solve immediate pain points. As Roberts said, “Who isn’t excited to have time back?”
Results on organizational charts
Pressure to adopt new platforms is a constant obstacle, but Boone reminded the audience that AI doesn’t care about internal processes: it prioritizes business results. Your work matters more when it’s tied to these outcomes, not just the tools you use to get there.
- Investing in training: Walk West requires generative AI certifications for all staff to ensure everyone speaks the same language.
- Eliminate the mundane: Use “transformation challenges” to identify and eliminate activities that do not add value.
- Collaborate, don’t compete: This is the time to collaborate with other departments. As Isaacson noted, everyone is picking up on it right away.
The path to follow
AI is not here to replace the strategy or creativity that only you can provide. Instead, it’s a catalyst to move faster and think bigger. By moving from “AI basics” to agent-based workflows, you’re not just keeping up – you’re paving the way for the high-value work that defines your career.
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