About the event

Your team has the licenses. ChatGPT, Claude, Copilot, Gemini, and probably a few automations ticking away in the background. Everyone is using AI. Yet ask three people on your team the same question about your customer and you'll likely get three different answers, each written in a voice that sounds a lot like every other company in your category.

Miri Blum has seen this pattern across start-ups and scale-ups, and she's built the alternative. In this session she'll show why AI for an individual and AI for a marketing function are two different problems. The second comes down to structure, governance, operations and culture, with AI supporting the structure, rather than being the structure itself.

You'll see how to build the shared context every AI output should start from: your customer, positioning, benefits, proof points and competitors, with brand voice on top. Miri will walk through workflows and a handful of real agents that run without anyone prompting them, with people approving the work at the points that matter. She'll also be honest about what breaks, including the month where AI is more work before it's less, and how to keep the system getting better instead of going stale.

She will draw on her time leading marketing at a PE-backed enterprise SaaS business, built from a standing start to €2.1M in attributed pipeline in 15 months with AI workflows in place from day one, plus before-and-after task timings from her client work. You'll leave knowing where your team sits today, what the next step looks like, and with a five-minute test to run with your team on Monday morning.

Key Takeaways:

• A clear view of where your team sits today — understand your current level of AI adoption and what the next step looks like.

• A blueprint for shared context — build the foundation every AI output should start from, so your marketing sounds like your company and improvements stick.

• AI that runs without losing human control — understand where people need to stay in the loop as workflows and agents become more autonomous.

• A realistic adoption plan — navigate the period where AI can initially create more work before it starts saving time, and understand what successful adoption requires.

• A five-minute Monday morning test — a simple exercise to see whether your team is working from a shared understanding of your customer, and identify the first step to take.

What Miri will cover:

• Scattered AI: why everyone using AI on their own doesn't add up to a better marketing function, and why the output starts to sound like everyone else's

• Shared context: the foundation every AI output should start from, built at company level so marketing, sales and customer success all work from the same source

• Systems that run, with people at the gates: the workflows and agents that run on their own, and the critical points where people approve the work

• What breaks: the common failure points, including the "AI person" who leaves and takes the prompts with them, and how to keep the system improving over time

• Monday morning: one test to run with your team, and the first step to take whatever the result