{"id":11139,"date":"2026-06-24T07:31:14","date_gmt":"2026-06-24T13:31:14","guid":{"rendered":"https:\/\/attentionmedia.io\/?p=11139"},"modified":"2026-06-24T07:31:14","modified_gmt":"2026-06-24T13:31:14","slug":"how-publicis-sapient-transformed-its-marketing-organization","status":"publish","type":"post","link":"https:\/\/attentionmedia.io\/?p=11139","title":{"rendered":"How Publicis Sapient transformed its marketing organization"},"content":{"rendered":"<div><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/S03E023-Teresa-Barreira-landscape-cover-800x450.png\" class=\"attachment-large size-large wp-post-image\" alt=\"Teresa Barreira, CMO of Publicis Sapient, on Conversations with MarTech.\" \/><\/div>\n<div aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<p>Is your marketing organization still viewing AI as a simple cost-cutting tool?<\/p>\n<p>In this episode of Conversations with MarTech, Teresa Barreira, CMO of Publicis Sapient, explains how her organization uses AI to reinvent work itself.\u00a0<\/p>\n<p>Teresa and her team shifted the focus from roles to tasks and redesigning workflows with an \u201cAI-first\u201d approach. This approach dramatically increased speed and capacity \u2014 reducing campaign go-to-market times from 20 days down to just three.<\/p>\n<p>Among the topics discussed in this episode:<\/p>\n<ul class=\"wp-block-list\">\n<li>Why deploying technology to fix broken systems doesn\u2019t work and how to rethink workflows from the ground up.<\/li>\n<\/ul>\n<ul class=\"wp-block-list\">\n<li>Understanding the task as the \u201catomic unit of transformation\u201d to automate 80% of marketing activities without eliminating human roles.<\/li>\n<li>How Teresa\u2019s team empowers every marketer to become a \u201cbuilder\u201d by creating more than 100 custom AI assistants.<\/li>\n<li>Why human domain experts are essential for training AI to achieve 100% quality through feedback and evaluations.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\">Episode guide<\/h3>\n<p><strong>0:00 <\/strong><a href=\"https:\/\/youtu.be\/amvOg9Tk6To?si=eeks-m05jBmpmKf1\">Introduction<\/a><br \/><strong>0:31<\/strong> <a href=\"https:\/\/youtu.be\/amvOg9Tk6To?si=eeks-m05jBmpmKf1&amp;t=31\">Meet Teresa Barreira<\/a><br \/><strong>1:32<\/strong> <a href=\"https:\/\/youtu.be\/amvOg9Tk6To?si=eeks-m05jBmpmKf1&amp;t=92\">The four steps Teresa used to transform her marketing organization<\/a><br \/><strong>6:54<\/strong> <a href=\"https:\/\/youtu.be\/amvOg9Tk6To?si=eeks-m05jBmpmKf1&amp;t=414\">The key learnings Teresa took away from marketing\u2019s transformation<\/a><br \/><strong>10:00<\/strong> <a href=\"https:\/\/youtu.be\/amvOg9Tk6To?si=eeks-m05jBmpmKf1&amp;t=600\">What separates a successful AI workflow from one that fails?<\/a><br \/>13:11 <a href=\"https:\/\/youtu.be\/amvOg9Tk6To?si=eeks-m05jBmpmKf1&amp;t=791\">What are the cultural and leadership shifts needed to transform with AI?<\/a><\/p>\n<p><!--\nPaste this into a WordPress \"Custom HTML\" block.\n--><\/p>\n<section class=\"cwt-follow-box\" aria-labelledby=\"cwt-follow-heading\">\n<h2>Follow Conversations with MarTech on:<\/h2>\n<div class=\"cwt-row\">\n    <!-- Conversations with MarTech logo --><br \/>\n    <a class=\"cwt-brand\" href=\"https:\/\/martech.org\/topic\/conversations-with-martech\/\" aria-label=\"Conversations with MarTech home\" title=\"MarTech.org\"><br \/>\n      <img decoding=\"async\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2025\/01\/1023BF8E-41B2-45E8-8701-19F74F955D89.png\" alt=\"Conversations with MarTech\" loading=\"lazy\" \/><br \/>\n    <\/a>\n<p>    <!-- Platform icons\/links --><\/p>\n<nav class=\"cwt-platforms\" aria-label=\"Podcast platforms\">\n      <a class=\"brand-icon\" href=\"https:\/\/martechpodcastseries.buzzsprout.com\/\" target=\"_blank\" rel=\"noopener\" aria-label=\"Listen on Buzzsprout\" title=\"Buzzsprout\"><br \/>\n        <img decoding=\"async\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2025\/09\/buzzsprout-logo.jpeg\" alt=\"Buzzsprout\" loading=\"lazy\" \/><br \/>\n      <\/a>\n<p>      <a class=\"brand-icon\" href=\"https:\/\/www.youtube.com\/@MarTechisMarketing\" target=\"_blank\" rel=\"noopener\" aria-label=\"Watch on YouTube\" title=\"YouTube\"><br \/>\n        <img decoding=\"async\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2025\/09\/YouTube-Logo.webp\" alt=\"YouTube\" loading=\"lazy\" \/><br \/>\n      <\/a><\/p>\n<p>      <a class=\"brand-icon\" href=\"https:\/\/podcasts.apple.com\/us\/podcast\/conversations-with-martech\/id1687975290\" target=\"_blank\" rel=\"noopener\" aria-label=\"Listen on Apple Podcasts\" title=\"Apple Podcasts\"><br \/>\n        <img decoding=\"async\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2025\/09\/apple-podcasts.jpg\" alt=\"Apple Podcasts\" loading=\"lazy\" \/><br \/>\n      <\/a><\/p>\n<p>      <a class=\"brand-icon\" href=\"https:\/\/music.amazon.com\/podcasts\/19d68d57-a1f9-4b97-bf8a-2804e1f110be\/conversations-with-martech\" target=\"_blank\" rel=\"noopener\" aria-label=\"Listen on Amazon Music\" title=\"Amazon Music\"><br \/>\n        <img decoding=\"async\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2025\/09\/AMAZON-MUSIC.png\" alt=\"Amazon Music\" loading=\"lazy\" \/><br \/>\n      <\/a><\/p>\n<p>      <a class=\"brand-icon\" href=\"https:\/\/open.spotify.com\/show\/7vykzeMrvrFV7gfJVrI7Oa\" target=\"_blank\" rel=\"noopener\" aria-label=\"Listen on Spotify\" title=\"Spotify\"><br \/>\n        <img decoding=\"async\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2025\/09\/spotify-logo-1.png\" alt=\"Spotify\" loading=\"lazy\" \/><br \/>\n      <\/a><br \/>\n    <\/p><\/nav>\n<\/div>\n<\/section>\n<p>The post <a href=\"https:\/\/martech.org\/how-publicis-sapient-transformed-its-marketing-organization\/\">How Publicis Sapient transformed its marketing organization<\/a> appeared first on <a href=\"https:\/\/martech.org\/\">MarTech<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Is your marketing organization still viewing AI as a simple cost-cutting tool? In this episode of Conversations with MarTech, Teresa Barreira, CMO of Publicis Sapient, explains how her organization uses AI to reinvent work itself.\u00a0 Teresa and her team shifted the focus from roles to tasks and redesigning workflows with an \u201cAI-first\u201d approach. This approach &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/attentionmedia.io\/?p=11139\" class=\"more-link\">Read more<span class=\"screen-reader-text\"> &#8220;How Publicis Sapient transformed its marketing organization&#8221;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-11139","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"featured_media_urls":{"thumbnail":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/amvog9tk6to.jpg",0,0,false],"medium":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/amvog9tk6to.jpg",0,0,false],"medium_large":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/amvog9tk6to.jpg",0,0,false],"large":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/amvog9tk6to.jpg",0,0,false],"1536x1536":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/amvog9tk6to.jpg",0,0,false],"2048x2048":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/amvog9tk6to.jpg",0,0,false],"inspiro-featured-image":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/amvog9tk6to.jpg",0,0,false],"inspiro-loop":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/amvog9tk6to.jpg",0,0,false],"inspiro-loop@2x":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/amvog9tk6to.jpg",0,0,false],"portfolio_item-thumbnail":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/amvog9tk6to.jpg",0,0,false],"portfolio_item-thumbnail@2x":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/amvog9tk6to.jpg",0,0,false],"portfolio_item-masonry":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/amvog9tk6to.jpg",0,0,false],"portfolio_item-masonry@2x":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/amvog9tk6to.jpg",0,0,false],"portfolio_item-thumbnail_cinema":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/amvog9tk6to.jpg",0,0,false],"portfolio_item-thumbnail_portrait":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/amvog9tk6to.jpg",0,0,false],"portfolio_item-thumbnail_portrait@2x":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/amvog9tk6to.jpg",0,0,false],"portfolio_item-thumbnail_square":["https:\/\/martech.org\/wp-content\/uploads\/2026\/06\/amvog9tk6to.jpg",0,0,false]},"_links":{"self":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts\/11139","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=11139"}],"version-history":[{"count":0,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts\/11139\/revisions"}],"wp:attachment":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=11139"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=11139"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=11139"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}