AI Reality Check: How CMOs Are Building AI Into Their Marketing Teams
B2B marketing leaders at different stages of AI adoption share honest insights on tools, team structures, training strategies, and what has and hasn't worked.
AI is going to be a part of marketing from here on out. We all know that by now. So in this session, we’re helping you separate the signal from all the noise and bringing on B2B marketing leaders to share what their teams are actually doing with AI, what’s working, what’s not, and how they’re training their teams.
They’ll share what’s really happening inside their orgs right now: the tools they’re using, the team decisions they’ve made, how they’re training and enabling their people, and where they’re still figuring it out.
We’ve intentionally brought together leaders at three different stages of AI adoption, so whether your team is just getting started or already running, there’s something here for you.
We’ll cover:
- What AI adoption looks like at each stage, from early experiments to org-wide systems
- How leaders are structuring their teams and thinking about new roles
- How they’re building AI fluency across their marketing orgs
- What they’ve tried that didn’t work
This session is brought to you by Optimizely and is for B2B marketing leaders who want an honest look at how their peers are actually navigating this.
Speakers
Dave Gerhardt — Founder, Exit Five
Julia Maguire — Director of Integrated Marketing and AI Adoption, Optimizely
Kevin Clark — CMO, CompTIA
Lily Bond — CMO, 3Play Media
Pejman Roshan — CMO, Menlo Security Inc.
Tara Corey — SVP of Marketing, Optimizely
Frequently Asked Questions
What does AI adoption look like inside a real marketing team?
It ranges from early experiments to org-wide systems — this session intentionally brings together leaders at different stages of adoption so the discussion covers the full range, not just the most advanced teams.
How are marketing leaders restructuring teams and roles around AI?
This is one of the core topics: how CMOs are thinking about new roles and team structure as AI capability changes what a marketing org needs to do the work.
How do you build AI fluency across an entire marketing team?
The session covers how leaders are training and enabling their people, not just adopting tools — since fluency across the team is what turns a tool rollout into an actual capability.
What AI initiatives have failed for B2B marketing teams?
The session explicitly covers what leaders tried that didn’t work, alongside what’s succeeded, to give an honest picture rather than a highlight reel.
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