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) moved past the usual hype to discuss the hard work of .
Redefining the three stages of AI maturity
Navigating the transition from basic prompts to full automation often feels like a moving target. Isaacson provided a framework to help teams benchmark their progress:
- Content and discovery: Using generative AI for search and copy.
- Agentic synthesis: Building autonomous agents that gather and analyze data.
- Workflow redesign: Fundamentally changing how work flows through an organization.
While 46% of the room is still focused on content, the path forward lies in stage two, Isaacson said. At Invoca, teams aren’t just using tools; they are actively developing agents to handle the heavy lifting of data synthesis.
Solving for the blank screen
When repetitive tasks become a bottleneck, it’s easy to feel like the creative spark is being buried under administrative weight. Roberts highlighted how AI integration in tools like Jira and Workfront isn’t about replacement — it’s about recovery.
By using AI-powered wireframing in Figma, teams are moving from blank screens to client-ready prototypes in minutes. This is doable for any team willing to solve for immediate pain points. As Roberts put it, “Who’s not excited to get time back?”
Outcomes over org charts
The pressure to adopt new platforms is a constant hurdle, but Boone reminded the audience that AI doesn’t care about your internal process — it prioritizes business results. Your work matters most when it is tied to these outcomes, not just the tools you use to get there.
- Invest 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 kill tasks that don’t add value.
- Collaborate, don’t compete: This is the time to partner with other departments. As Isaacson noted, everyone is figuring this out at once.
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The path forward
AI isn’t here to replace the strategy or creativity that only you can provide. Instead, it’s a catalyst to move faster and think bigger. By shifting from “AI basics” to agentic workflows, you aren’t just keeping up —you’re clearing the way for the high-value work that defines your career.
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