ABOUT THIS EPISODE
AI is everywhere, but marketing leaders face a harder question: Where should we actually use it?
In this episode of B2B Orchestration, Ian and AJ unpack a practical approach to bringing AI into a marketing organization. The conversation starts with the human side of adoption, including the natural anxiety people have about AI changing their jobs, and argues for positioning AI as a way to enhance and supplement the work teams already do.
From there, the discussion gets tactical: start with technology you already own, identify concrete use cases, create space for experimentation, establish appropriate governance, and focus investment on measurable outcomes instead of chasing every new AI tool. The conversation even uses Adobe Marketo as an example of looking for AI capabilities inside technology an organization is already paying for.
The episode ultimately explores the question every organization will face: when should you buy an AI capability, and when does it actually make sense to build?
