Marketing groups are being instructed to do extra with AI: Draft sooner. Publish extra. Automate the busywork. But what if the true alternative is not utilizing AI to do your job sooner, however turning elements of your job into instruments that maintain doing the give you the results you want?
That’s the shift Andy Crestodina will study at MAICON 2026.
Crestodina, Co-founder and CMO of Orbit Media, will lead “From Process to Prompt to Automation: How a Marketing Job Becomes a Marketing Tool.” His session is constructed for entrepreneurs who’ve began experimenting with AI however have not but made the leap from one-off prompts to methods that scale.
Marketing Workflows Evolve in a Specific Sequence
“The work of marketing has changed,” Crestodina says. “Modern marketing workflows evolve in a specific sequence from 100% done-by-human-hands to 100% done by assistants … and then reviewed by humans.”
The development solely works if groups do the work beforehand:
- If you have by no means performed a course of manually, you are not well-suited to automate it.
- If you have not put your considering into preliminary prompts, you are not well-suited to construct higher prompts.
- If you have not examined your prompts, you are not well-suited to construct an assistant primarily based on them.
“My most powerful assistants evolved gradually,” Crestodina says. “I don’t think you can one-shot a great AI worker bee.”
The Experts Are the Best Builders
For Crestodina, the largest missed alternative in AI-powered advertising is not which instruments groups decide. It’s who’s constructing them.
AI is the world’s strongest skill-transfer device, and consultants ought to use it not simply to full duties however to construct instruments that assist with them. They could be a huge assist to less-skilled professionals.
It’s Simple: Your Prompts Are Code
Stop chasing new instruments, and begin constructing your personal, Crestodina advises.
He factors to a line from Andrej Karpathy, co-founder of OpenAI: “The hot new programming language is English.”
“In other words, your prompts are code. They are functions. They are tools. Work hard on them,” Crestodina says. “Look for novel new inputs to combine with them. Look carefully at the outputs. Test them. Iterate and improve them.”
When prompts do actual work, he provides, groups ought to share them, maintain them in a central location, mix them with prompts from different staff members, and construct full workflows round them.
“Don’t look for new tools. Make your own tools,” Crestodina says. “The only gap is our own imaginations.”
What Crestodina Will Explore at MAICON
Drawing on 25 years of working with companies, Crestodina’s session will stroll entrepreneurs by:
- The particular sequence workflows observe as they evolve from handbook to AI-powered
- How to spot which elements of a job are prepared to turn out to be a immediate and ultimately a device
- Why the consultants in a process ought to lead tool-building on the staff
- An actual instance of a prompt-driven content material technique prototype constructed from a long time of experience
What You’ll Gain from Crestodina’s Session
Attendees will depart with a transparent framework for transferring advertising processes from handbook work to prompt-driven prototypes to repeatable AI assistants. He’ll present perception to assist attendees establish which workflows on the staff are ripe for the shift.
In addition, attendees will obtain sensible steering on turning particular person experience into reusable prompts and instruments to shift your mindset from looking for instruments to constructing your personal.
Join Us at MAICON 2026
Crestodina will current at MAICON 2026 as a part of a lineup targeted on real-world AI technique, implementation, and management.
His work is grounded in a single conviction: most web sites don’t persistently drive certified leads. His shows give entrepreneurs the frameworks for efficiency and the proof to show advertising is working, which is why his e book, “Content Chemistry,” stays so related.
Follow Andy earlier than MAICON 2026:
Join us at MAICON 2026 to hear Crestodina and 50+ different AI and enterprise leaders. Register at this time.
