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. 

Teresa and her team shifted the focus from roles to tasks and redesigning workflows with an "AI-first" approach. This approach dramatically increased speed and capacity — reducing campaign go-to-market times from 20 days down to just three.

Among the topics discussed in this episode:

• Why deploying technology to fix broken systems doesn't work and how to rethink workflows from the ground up.
• Understanding the task as the "atomic unit of transformation" to automate 80% of marketing activities without eliminating human roles.
• How Teresa’s team empowers every marketer to become a "builder" by creating more than 100 custom AI assistants.
• Why human domain experts are essential for training AI to achieve 100% quality through feedback and evaluations.

Episode guide

00:00 Introduction

00:31 Meet Teresa Barreira

01:32 The four steps Teresa used to transform her marketing organization

06:54 The key learnings Teresa took away from marketing’s transformation

10:00 What separates a successful AI workflow from one that fails?

13:11 What are the cultural and leadership shifts needed to transform with AI?

This podcast is produced by MarTech, a Third Door Media property.