Most advertising groups are utilizing AI to do the identical work sooner. That, says Liza Adams, is the fallacious aim. Doing issues otherwise is the place development occurs.
Adams is the Founder and AI Advisor at GrowthPath Partners, the place she helps go-to-market groups construct what she calls Human+AI organizations with groups that tackle work that merely wasn’t potential earlier than.
Use AI to Make the Case for Why Humans are Essential
“Most teams use AI to do old work faster,” she says. “They draft emails, generate variations, and score leads. But doing faster work should not be all we do with AI. It’s just a starting point.”
An efficiency-only AI technique, Adams argues, quietly makes the case for fewer folks. Reimagined work makes the case for why people are important.
Her take a look at is easy: take AI out of the workflow and ask what occurs. If it could simply take longer, that is sooner work. If the work wouldn’t occur in any respect as a result of it took an excessive amount of time, value an excessive amount of, or wasn’t sensible earlier than AI, that’s reimagined work.
The Real Obstacle to AI Transformation Isn’t Technology
Adams is direct about the place most leaders go fallacious: Buying licenses and calling it a technique. Treating a perception’s downside as a coaching downside. Starting with the org chart as an alternative of the work.
“The work changes first, then roles, then the org chart,” she says. “Reorganizing the team first is backwards. It’s like hiring actors before we have a script.”
She additionally factors to a less-discussed failure mode: what occurs when experimentation would not work.
“Leaders say they want experimentation and then shut it down the first time it fails,” Adams says. “When people can share what didn’t work without judgment, experimentation stays alive. When it gets ignored, they stop trying.”
What Liza Adams Will Explore at MAICON
Drawing on her work with advertising groups throughout industries, Adams’s session will cowl:
- How to determine which workflows are price reimagining — primarily based on what AI does nicely that is arduous for people
- How to rethink a workflow for the AI period as an alternative of merely automating the previous model
- How to design and construct an agentic human+AI workflow, together with directions, abilities, and human gates
- A stay construct attendees can apply with their very own groups
She’ll present attendees how to begin over to rebuild a workflow.
What You’ll Gain from Liza Adams’s Session
Adams’s session is constructed for advertising leaders who need to know: What ought to we do otherwise?
Attendees will depart with a framework for figuring out and constructing reimagined workflows and never only a assortment of one-off prompts. Her method is grounded in actual implementations, together with workflows now working inside enterprise organizations at scale.
The session displays Adams’s broader conviction: Teams that cease at effectivity are constructing a case for fewer people. Teams that reimagine what’s potential are constructing a case for higher ones.
Join Us at MAICON 2026
Adams will current at MAICON 2026 as a part of a lineup centered on real-world AI technique, implementation, and management.
She’ll carry her 25+ years of expertise as a senior advertising government main corporations by way of technological change to assist reimagine your AI workflow.
Follow Liza earlier than MAICON 2026:
Join us at MAICON 2026 to hear from Adams and 50+ different AI and enterprise leaders. Register immediately.
