{"id":11296,"date":"2026-08-21T08:49:31","date_gmt":"2026-08-21T14:49:31","guid":{"rendered":"https:\/\/attentionmedia.io\/?p=11296"},"modified":"2026-08-21T08:49:31","modified_gmt":"2026-08-21T14:49:31","slug":"what-the-teams-getting-the-most-from-ai-do-differently","status":"publish","type":"post","link":"https:\/\/attentionmedia.io\/?p=11296","title":{"rendered":"What the teams getting the most from AI do differently"},"content":{"rendered":"<div><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"454\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2025\/12\/success-victory-winning-celebrate-800x454.png\" class=\"attachment-large size-large wp-post-image\" alt=\"\" \/><\/div>\n<p class=\"wp-block-paragraph\">You\u2019ve bought the best AI tools with the expectation of faster delivery, but nothing\u2019s really changed. Marketing campaigns still take weeks, if not months, to deliver. If this sounds familiar, you don\u2019t have a technology problem \u2014 you have an operating model problem.<\/p>\n<p class=\"wp-block-paragraph\">For the last 10-15 years, marketing departments have worked on agility to keep up with the pace of digital technology, and some companies have adapted really well, while others have resisted agility or haven\u2019t gotten past surface-level ceremonies.<\/p>\n<p class=\"wp-block-paragraph\">Fast forward to 2026, and agility is no longer an optional way to work. AI has amplified speed from a commuter train to a bullet train, and agile-mature companies are positioned to reap the benefits this new wave of technology allows.<\/p>\n<p class=\"wp-block-paragraph\">Experienced agile marketing organizations have an inherent advantage in AI adoption because they already possess the organizational muscles AI demands: experimentation, feedback,<a href=\"https:\/\/martech.org\/3-ways-to-be-an-adaptive-leader-in-an-agile-world\/\"> adaptability<\/a>, collaboration, and decentralized decision-making.<\/p>\n<h2 class=\"wp-block-heading\">Success with AI starts with organizational readiness<\/h2>\n<p class=\"wp-block-paragraph\">AI gives your team the ability to launch marketing initiatives in a matter of minutes, but most organizations aren\u2019t equipped to handle the rapid execution. Deploying AI is the easy part \u2014 changing how people work can take much longer.<\/p>\n<p><a href=\"https:\/\/www.semrush.com\/enterprise\/seo\/?utm_campaign=ic_mt_0101enterprise&amp;utm_source=martech.org&amp;utm_medium=referral\" target=\"_blank\"><\/a><\/p>\n<div>\n<div>\n<div class=\"headline-responsive\">\n        10X your SEO with <span>Semrush for Enterprise<\/span>.\n      <\/div>\n<p>\n        The world\u2019s most powerful SEO platform, purpose-built for Enterprise.\n      <\/p>\n<\/div>\n<div>\n      <span>Request demo<\/span>\n    <\/div>\n<\/div>\n<p>    <\/p>\n<p class=\"wp-block-paragraph\">Marketers need to shift the conversation from \u201cWhich AI tools should we buy?\u201d to \u201cIs our organization equipped to use them?\u201d Without adaptable, self-organizing teams, AI projects might sit on the shelf for months.<\/p>\n<p class=\"wp-block-paragraph\">So how do you know if your organization is agile enough to succeed with AI? Ask yourself honestly how many of these apply to your marketing organization:<\/p>\n<ul class=\"wp-block-list\">\n<li>Slow approval processes.<\/li>\n<li>Functional silos.<\/li>\n<li>Rigid annual planning.<\/li>\n<li>Fear of experimentation or failure.<\/li>\n<li>Limited autonomy at the team level.<\/li>\n<li>Difficulty changing established workflows.<\/li>\n<li>Technology decisions disconnected from actual marketing work.<\/li>\n<\/ul>\n<p class=\"wp-block-paragraph\">If you answered yes to any of these, your organization needs to improve its agility to reap the benefits of its AI investments.<\/p>\n<h2 class=\"wp-block-heading\">Agile teams already think like AI adopters<\/h2>\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/martech.org\/how-marketers-embrace-agile-ways-of-working\/\">Agile-mature teams<\/a> are accustomed to testing rather than predicting, working iteratively, learning from experimentation and data, and making decisions with autonomy. That\u2019s why two marketing organizations using essentially the same AI technology can experience dramatically different results. Here\u2019s a tale of two drastically different operating models:<\/p>\n<p class=\"wp-block-paragraph\">Harry\u2019s Hats is an online retailer that recently invested heavily in an AI tool stack. They\u2019re a small, nimble organization that works in product-focused teams and delivers weekly campaigns.<\/p>\n<p class=\"wp-block-paragraph\">The marketing group has three teams representing different product lines, each comprising a product marketer, designer, copywriter, developer, and marketing coordinator. Each team has clearly defined goals, a clear prioritization system, and autonomy to create and deliver campaigns within the team.<\/p>\n<p class=\"wp-block-paragraph\">When they implemented the new AI technology, they immediately improved delivery speed while still maintaining quality. Now they deliver five or six marketing campaigns a week with the same number of team members.<\/p>\n<p class=\"wp-block-paragraph\">In contrast, Insomnia Insurance, a large regulated company, adopted the same AI tools. However, the company is organized very differently and saw vastly different results.<\/p>\n<p class=\"wp-block-paragraph\">The insurance company has the same size marketing team, but they\u2019re organized into functional silos. The copywriter has to hand off work to the graphic design team and wait in line until their work is in the queue. This can take several weeks.\u00a0<\/p>\n<p class=\"wp-block-paragraph\">Since almost every initiative requires a software developer, this wait can be even longer as that team is overloaded with work requests. Once a marketing campaign gets through each department, it must go through three or four rounds of reviews, several weeks after the process began. If one of the reviewers is on vacation, work sits idle.<\/p>\n<p class=\"wp-block-paragraph\">The company can deliver marketing work in minutes. Still, its outdated operating model and bureaucratic ways of working mean projects take months to get to market, which is way too slow for today\u2019s bullet-train pace.<\/p>\n<h2 class=\"wp-block-heading\">What marketing leaders can do now<\/h2>\n<p class=\"wp-block-paragraph\">If your company sounds more like Insomnia Insurance, it\u2019s time to take action. With just a few focused moves, you can<a href=\"https:\/\/martech.org\/how-agile-marketing-teams-can-work-with-ai\/\"> add agility to your organization<\/a> and improve your ability to see real results from AI investments.<\/p>\n<h3 class=\"wp-block-heading\">Start with workflows, not tools<\/h3>\n<p class=\"wp-block-paragraph\">It\u2019s easy to get sucked into the coolest new AI tool, but instead of thinking about what the tool can do for you, start by identifying marketing workflows where AI could streamline work, remove friction, or improve decisions.<\/p>\n<h3 class=\"wp-block-heading\">Remove unnecessary approvals<\/h3>\n<p class=\"wp-block-paragraph\">Determine which decisions teams can safely make without escalating to executives. The more authority the team has to work independently, the faster they\u2019ll deliver, and the more closely they\u2019ll match the pace of AI capabilities.<\/p>\n<h3 class=\"wp-block-heading\">Build cross-functional AI teams<\/h3>\n<p class=\"wp-block-paragraph\">Bring product, marketing, and technology together to address real business problems. When a cross-functional team works together, they can rapidly prioritize, test, and deliver without waiting in line.<\/p>\n<h3 class=\"wp-block-heading\">Scale what works<\/h3>\n<p class=\"wp-block-paragraph\">Treat AI adoption as continuous improvement rather than a one-time implementation. Keep learning and keep building on your success, without being afraid to drop projects or campaigns that aren\u2019t performing.<\/p>\n<h2 class=\"wp-block-heading\">AI rewards marketing organizations built for change<\/h2>\n<p class=\"wp-block-paragraph\">Agile-mature organizations spent years building many of the capabilities AI now demands: rapid experimentation, short feedback loops, cross-functional collaboration, empowered teams, and continuous adaptation.<\/p>\n<p class=\"wp-block-paragraph\">Organizational agility isn\u2019t simply a way to deliver work faster. It\u2019s part of the infrastructure required to turn increasingly powerful technology into business value.<\/p>\n<p>The post <a href=\"https:\/\/martech.org\/what-the-teams-getting-the-most-from-ai-do-differently\/\">What the teams getting the most from AI do differently<\/a> appeared first on <a href=\"https:\/\/martech.org\/\">MarTech<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>You\u2019ve bought the best AI tools with the expectation of faster delivery, but nothing\u2019s really changed. Marketing campaigns still take weeks, if not months, to deliver. If this sounds familiar, you don\u2019t have a technology problem \u2014 you have an operating model problem. For the last 10-15 years, marketing departments have worked on agility to &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/attentionmedia.io\/?p=11296\" class=\"more-link\">Read more<span class=\"screen-reader-text\"> &#8220;What the teams getting the most from AI do differently&#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-11296","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"featured_media_urls":{"thumbnail":["https:\/\/martech.org\/wp-content\/uploads\/2025\/12\/success-victory-winning-celebrate-800x454.png",0,0,false],"medium":["https:\/\/martech.org\/wp-content\/uploads\/2025\/12\/success-victory-winning-celebrate-800x454.png",0,0,false],"medium_large":["https:\/\/martech.org\/wp-content\/uploads\/2025\/12\/success-victory-winning-celebrate-800x454.png",0,0,false],"large":["https:\/\/martech.org\/wp-content\/uploads\/2025\/12\/success-victory-winning-celebrate-800x454.png",0,0,false],"1536x1536":["https:\/\/martech.org\/wp-content\/uploads\/2025\/12\/success-victory-winning-celebrate-800x454.png",0,0,false],"2048x2048":["https:\/\/martech.org\/wp-content\/uploads\/2025\/12\/success-victory-winning-celebrate-800x454.png",0,0,false],"inspiro-featured-image":["https:\/\/martech.org\/wp-content\/uploads\/2025\/12\/success-victory-winning-celebrate-800x454.png",0,0,false],"inspiro-loop":["https:\/\/martech.org\/wp-content\/uploads\/2025\/12\/success-victory-winning-celebrate-800x454.png",0,0,false],"inspiro-loop@2x":["https:\/\/martech.org\/wp-content\/uploads\/2025\/12\/success-victory-winning-celebrate-800x454.png",0,0,false],"portfolio_item-thumbnail":["https:\/\/martech.org\/wp-content\/uploads\/2025\/12\/success-victory-winning-celebrate-800x454.png",0,0,false],"portfolio_item-thumbnail@2x":["https:\/\/martech.org\/wp-content\/uploads\/2025\/12\/success-victory-winning-celebrate-800x454.png",0,0,false],"portfolio_item-masonry":["https:\/\/martech.org\/wp-content\/uploads\/2025\/12\/success-victory-winning-celebrate-800x454.png",0,0,false],"portfolio_item-masonry@2x":["https:\/\/martech.org\/wp-content\/uploads\/2025\/12\/success-victory-winning-celebrate-800x454.png",0,0,false],"portfolio_item-thumbnail_cinema":["https:\/\/martech.org\/wp-content\/uploads\/2025\/12\/success-victory-winning-celebrate-800x454.png",0,0,false],"portfolio_item-thumbnail_portrait":["https:\/\/martech.org\/wp-content\/uploads\/2025\/12\/success-victory-winning-celebrate-800x454.png",0,0,false],"portfolio_item-thumbnail_portrait@2x":["https:\/\/martech.org\/wp-content\/uploads\/2025\/12\/success-victory-winning-celebrate-800x454.png",0,0,false],"portfolio_item-thumbnail_square":["https:\/\/martech.org\/wp-content\/uploads\/2025\/12\/success-victory-winning-celebrate-800x454.png",0,0,false]},"_links":{"self":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts\/11296","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=11296"}],"version-history":[{"count":0,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts\/11296\/revisions"}],"wp:attachment":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=11296"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=11296"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=11296"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}