“Teams have to get in a mindset of not running scared from AI, but instead saying, ‘I've got to run towards it and embrace it.’”
- Melissa Waters, CMO of Upwork
As Artificial Intelligence (AI) continues to permeate the business landscape, its promise of transformation brings significant challenges. AI offers incredible opportunities to expand creativity, enhance processes, gain deeper customer insights, and accelerate mundane tasks. However, AI adoption can lead to fear, uncertainty, and doubt (“FUD”) across organizations. By addressing these concerns head-on, companies can pave the way for successful AI integration.
For the second installment of a three-part series on AI—following “How to Cultivate an AI-Friendly Workplace” and before "Practical Applications of AI," 621 Consulting, Founder and CEO, Scott Kabat and CMO-in-Residence, Simon Fleming-Wood convened with these three leading CMOs to discuss AI adoption barriers:
Heidi Browning, CMO of the NHL Joining during the league's centennial, Heidi has played a critical role in directing its marketing into the next century. Her career includes leadership roles at Pandora, MySpace and Fox, contributing to broad experience in customer retention and acquisition, media transformation, and fan engagement.
Sara Varni, CMO of Datadog Sara has a rich background in enterprise software and marketing leadership, with past roles at Salesforce and Twilio, where she served as CMO during its pivotal public offering. At Datadog, she’s leading innovation in the observability space with deep expertise in product engineering and technology.
Melissa Waters, CMO of Upwork
Melissa is an accomplished marketing leader, currently serving as the CMO of Upwork, the world's largest work marketplace. With over two decades of experience in tech, she’s led marketing and GTM at companies like Lyft and Instagram, building strong expertise in marketplace businesses and digital marketing.
The consensus? It's not merely about deploying technology but fostering a supportive culture where AI is seen as a valuable ally. Let’s see how they’re breaking down barriers…
Update Internal Policies
Beyond shifting the mindset to adoption, one of the most important steps in overcoming AI adoption barriers is updating internal policies to accommodate new technologies. Companies must establish clear guidelines on how AI tools can be used, ensuring compliance with legal and ethical standards. Heidi Browning, CMO of the NHL, highlights that,
"It's crucial to think through any unintended consequences of AI deployment—and plan ahead. This involves creating robust security protocols and vetting processes to protect sensitive data while enabling innovation."
For instance, companies can anticipate and solve compliance concerns by forming dedicated AI guilds, comprising members from policy, legal, and IT teams, to streamline the evaluation and approval of AI tools.
Balance AI Integration with Personnel Development
While AI offers numerous benefits, Sara Varni, CMO of Datadog said it's essential to account for trade-offs, saying,
“AI can automate many tasks, freeing up time for employees to focus on higher-value activities and enhancing job-specific skill development.”
For example, using AI to handle customer service inquiries might improve efficiency but could also eliminate entry-level positions that serve as training grounds for future account executives. Companies can balance these trade-offs by ensuring AI complements rather than replaces human roles. To achieve this, companies should integrate AI into processes where it can act as a force multiplier, enhancing human capabilities rather than displacing them.
Address the Cost of Failure
The CMOs discussed how the potential cost of AI failure is a significant concern. Missteps in AI deployment can lead to financial losses, reputational damage, and legal complications. Waters said,
“I think it's one hundred percent a risk. Is it going to outweigh companies staying competitive in this space? My gut instinct is no, but I think time will tell.”
To mitigate these risks, it's critical to implement AI with robust human oversight. Companies should start with low-risk applications and gradually scale up as they gain confidence in the technology, ensuring that human experts continually monitor AI outputs. For example, AI can be initially used for copywriting or conducting basic data analysis before being trusted with more critical tasks. Regular audits and performance reviews, coupled with human evaluation, can help identify and address potential issues early on, ensuring AI complements rather than compromises business operations.
Cultivate a Culture of AI as Professional Development
Finally, the CMOs agreed that for successful AI adoption, fostering a culture that views AI as a tool for professional development is vital. Employees should be encouraged to embrace AI to enhance their skills and increase their value within the organization. Browning advised,
"Think of AI as your professional development." Additionally, Waters emphasized the importance of an active approach saying,
“It's worth it for everyone in the organization to double down on AI and find the tools you need to use the technology effectively.”
Varni agreed, saying, “It's going to keep you relevant." This cultural shift can be achieved through continuous education, hands-on workshops, and by celebrating AI-driven successes.
Embracing AI is not just about technological advancement; it's about positioning your organization for future success in an increasingly digital world. Stay tuned for our next blog in this series, "Embracing AI: CMOs Talk Practical Applications," where top marketing leaders, including members of 621’s talent community, share their insights on integrating AI into real-world business scenarios.
If you’d like support in integrating AI within your business, contact us at 621 Consulting. We’re happy to share what we have learned and connect you with AI thought leaders to help you craft your approach and embrace this new technological wave.
Watch these video snippets from our panel of CMOs
Melissa Waters on building cultural permission. Watch video.
Heidi Browning and Melissa Waters talk about embracing change and moving past fear. Watch video.
Sara Varni and Melissa Waters on the perceived cost of failure and how to build controls. Watch video.
Heidi Browning, Sara Varni and Melissa Waters share their top advice for marketers. Watch video.
Reach out to us at 621 Consulting.