Most companies are adopting AI by adding new tools to old workflows. They generate more content, automate more tasks and experiment with increasingly capable models, yet the commercial impact often remains difficult to see.

The problem is rarely the model. It is the system around it.

Drawing on hands-on experience building AI-enabled workflows for marketing and commercial operations, Marcelo Goudard explores how organisations can move from isolated AI experiments to repeatable operating systems.

The session covers how to identify the right business bottleneck, structure inputs and rules, decide what should be automated, preserve human judgement where it matters, and connect the resulting workflow to measurable business outcomes.

The central argument is simple: competitive advantage will not come from access to AI models. Everyone will have access to them. It will come from understanding the business well enough to build the right systems around them.

Target audience: marketing leaders, founders, growth executives, digital transformation teams and professionals responsible for AI adoption.

Preferred format: 20-30 minute talk, followed by Q&A.

Suitable for: business, marketing, growth, AI and digital transformation conferences, leadership events and executive workshops.

No specific technical requirements.