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Virtual Conference Recap BY Emily McCrary-Ruiz-Esparza | February 02, 2026

More Than Efficiency: How Marketers Are Using AI to Deliver the Most Value

Marketers have graduated from the experimental phase in marketing, moving beyond simple efficiency plays and content generation to embed the tech in processes and cross-departmental collaboration, reinventing the way campaigns are designed, funded, executed, and measured. The question facing marketers in 2026 isn’t whether to use AI, but where it delivers the most value. During From Day One’s January virtual conference on AI and marketing tech, four marketing leaders discussed ways they’re using AI to transform marketing strategies and outcomes.The most natural entry point into AI for marketers is content creation, says Honora Handley, VP of global marketing and AI strategy at Thomson Reuters. Drafting emails and crafting messaging are the low-hanging fruit many teams reach for first. But, she said, “a lot of the impact is really around creativity with workflows.” Routine tasks like approvals and ad-buys are all being rebuilt with AI agents that make the process more efficient and effective, especially across departments. While marketing might have workflow for budget requests, accounting and finance has another to approve requests and disburse funds. Good workflows mean those teams can communicate through their processes without inventing a whole new process. On a daily basis, Handley said, “it’s about carving out the time to think differently about how we’re using AI with the plethora of tools that the company has provided.”Tailoring campaigns has never been easier and more precise. This is a coup for account-based marketing. “Now there’s really no excuse not to have specific assets for individual people,” said Jeff Coyle, the head of strategy at Siteimprove and co-founder of MarketMuse. “We went from what was a scarce resource to infinite ability. Now it’s all about making sure everything you do is of the highest quality and editorial integrity.”Panelists spoke on the topic "From Insight to Execution: Using AI to Transform Marketing Strategies and Outcomes" during the virtual conference (photo by From Day One)Panelists agreed that AI has helped them make better, faster decisions. They can now spot underperforming ads and reallocate budget, sort leads, and pick the best calls to action, subject lines, and headlines in record time and with laser precision. There’s no shortage of AI-powered tools for marketers to accomplish these things, but whether a tool is worth the cost is down to business requirements, said Apoorva Shah, who leads marketing at Tata Consultancy Services. The first litmus test is comparing the tool’s capabilities to marketing goals. “Are we trying to improve our pipeline or demand gen? Are we trying to improve our content velocity? Do I want to improve my return on ad spend?”It also depends on whether the tools can connect to other systems and achieve that cross-departmental flow. “Efficiency and time savings alone aren’t as important as also making sure that we’re getting something meaningful from it,” said Michelle Kelly, the VP of digital marketing at Ecolab. Though marketing teams are adopting AI tools with increasing speed—and making great use of them—some are still under the impression that being AI ready means starting over. The most common misunderstanding about AI readiness is that marketers have to build something entirely new, says Coyle. A better strategy is to enrich what you already have, including processes for developing marketing assets and updating them.But make no mistake, every page of the website matters, he says. This is true both substantively (PR content affects product content) and technically (AI engines have to be able to read and interpret your content).As AI becomes infrastructure rather than novelty, the advantage will go to marketing teams that treat it as a connective tissue, not just a content engine. Panelists agreed: the real value comes from improving workflows across systems and teams. AI isn’t replacing marketing fundamentals. It’s raising the bar for how they’re executed.Emily McCrary-Ruiz-Esparza is an independent journalist and From Day One contributing editor who writes about business and the world of work. Her work has appeared in the Economist, the BBC, The Washington Post, Inc., and Business Insider, among others. She is the recipient of a Virginia Press Association award for business and financial journalism. She is the host of How to Be Anything, the podcast about people with unusual jobs.(Photo by pixdeluxe/iStock)

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Live Conference Recap BY Jennifer Yoshikoshi | January 06, 2026

Creating Personalized Pathways for Growth and Development

The traditional career ladder is giving way to something far less linear. Younger workers increasingly expect growth to look like a mix of learning, mentorship, and well-being rather than a step-by-step climb. Recent research shows that nearly nine in 10 Gen Zers and Millennials prioritize on-the-job learning and practical experience as central to their professional development.“This idea of a career ladder is sort of dead, and I like to think of it now as a climbing wall,” said Teresa Hopke, CEO of Talking Talent, Americas. Hopke spoke on an executive panel discussion at From Day One’s LA conference. Executives discussed how employee growth and development are changing as organizations move toward more inclusive, personalized career paths.Climbing the Career Wall, Not LadderShelley Colón, SVP of people and culture at SiriusXM, added that human resource departments have historically created linear paths for employees to climb up the company hierarchy, but now it “doesn’t totally resonate for the path of a lot of people.”SiriusXM has launched a storytelling series that highlights the careers of people within the company that were able to move across verticals and utilize their skills from one department and transfer it to another, she says.  Lisa Richards, senior regional VP at LHH, emphasized that companies also have to understand what growth means for their employees. At LHH, new hires are provided with a form that asks them about their motivations. This opens up an opportunity to have a dialogue about what employees are looking to get out of joining the company, Richards says. “I think it is so critical for us to retain good staff. We don’t want to lose them,” said Richards. “So just having those conversations and getting to know your people from the top down and having that shared narrative is really key and important.” The Wonderful Company emphasizes promotion from within and a culture that supports internal career growth, says Kimberley Fernandes, VP and head of learning and organizational development.There's a cost to staff turnover and in order to retain staff, it's important to build a strategy to address the diverse needs of all employees and create opportunities that recognize individual skills in both technical and functional fields, says Fernandes. The awareness that individuals carry about their own motivations and how it changes over time can also be beneficial for the employee and the company, says Portia Green, VP of talent and organization development at NBCUniversal. Strong companies will continue to have conversations about what drives employees while they develop their own understanding of what their company’s culture is and whether their motivations align. Changing Workplace Cultures “Your organization has work to do. Leaders have work to do. But individuals themselves have a fair amount of work to do to understand themselves and the landscape that they operate in,” Green said. Organizations across the world are changing as younger generations enter more junior positions, creating a cultural divide in a multi-generational workforce. Companies now have to face societal challenges which are causing a shift in company cultures that for decades have resulted in Boomers and Generation X employees moving up as leaders, says Fernandes.Alison Brower, executive editor at the Ankler, right, moderated the discussion among panelists With Gen Z’s position in the workforce, companies are seeing a clash between differing mindsets and beliefs between the older and younger generations. “I see our role of how we build our leaders with the skills to have that inclusive mindset but also, build maturity and resilience in our younger employees,” said Fernandes.Hopke highlighted that teaching leaders about relational capabilities can drive the change that is necessary and inevitable in company culture. Many managers need to be able to develop human connections and often don’t ask their team what they need and carry simple conversations that foster stronger relationships. “Investing in these conversations is probably the key thing that will help us change our cultures around these different career paths and the way people are going to learn,” said Hopke. In light of the pandemic and the rise in remote work, Hopke says that through her prior experience as a flexibility consultant, she found that “flexibility isn’t the problem. Flexibility just shines a light on poor leadership.”“It comes back to teaching leaders how to have the right skills to hold people accountable, to set expectations, to have conversations, whether through a screen or face to face,” Hopke said. “People are craving connection, but you can plan connections, and you can figure out how to help people feel connected through relational skills.”Jennifer Yoshikoshi is a local news and education reporter based in the San Francisco Bay Area.(Photos by Josh Larson for From Day One)

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What Our Attendees are Saying

Jordan Baker(Attendee) profile picture

“The panels were phenomenal. The breakout sessions were incredibly insightful. I got the opportunity to speak with countless HR leaders who are dedicated to improving people’s lives. I walked away feeling excited about my own future in the business world, knowing that many of today’s people leaders are striving for a more diverse, engaged, and inclusive workforce.”

– Jordan Baker, Emplify
Desiree Booker(Attendee) profile picture

“Thank you, From Day One, for such an important conversation on diversity and inclusion, employee engagement and social impact.”

– Desiree Booker, ColorVizion Lab
Kim Vu(Attendee) profile picture

“Timely and much needed convo about the importance of removing the stigma and providing accessible mental health resources for all employees.”

– Kim Vu, Remitly
Florangela Davila(Attendee) profile picture

“Great discussion about leadership, accountability, transparency and equity. Thanks for having me, From Day One.”

– Florangela Davila, KNKX 88.5 FM
Cory Hewett(Attendee) profile picture

“De-stigmatizing mental health illnesses, engaging stakeholders, arriving at mutually defined definitions for equity, and preventing burnout—these are important topics that I’m delighted are being discussed at the From Day One conference.”

– Cory Hewett, Gimme Vending Inc.
Trisha Stezzi(Attendee) profile picture

“Thank you for bringing speakers and influencers into one space so we can all continue our work scaling up the impact we make in our organizations and in the world!”

– Trisha Stezzi, Significance LLC
Vivian Greentree(Attendee) profile picture

“From Day One provided a full day of phenomenal learning opportunities and best practices in creating & nurturing corporate values while building purposeful relationships with employees, clients, & communities.”

– Vivian Greentree, Fiserv
Chip Maxwell(Attendee) profile picture

“We always enjoy and are impressed by your events, and this was no exception.”

– Chip Maxwell, Emplify
Katy Romero(Attendee) profile picture

“We really enjoyed the event yesterday— such an engaged group of attendees and the content was excellent. I'm feeling great about our decision to partner with FD1 this year.”

– Katy Romero, One Medical
Kayleen Perkins(Attendee) profile picture

“The From Day One Conference in Seattle was filled with people who want to make a positive impact in their company, and build an inclusive culture around diversity and inclusion. Thank you to all the panelists and speakers for sharing their expertise and insights. I'm looking forward to next year's event!”

– Kayleen Perkins, Seattle Children's
Michaela Ayers(Attendee) profile picture

“I had the pleasure of attending From Day One. My favorite session, Getting Bias Out of Our Systems, was such a powerful conversation between local thought leaders.”

– Michaela Ayers, Nourish Events
Sarah J. Rodehorst(Attendee) profile picture

“Inspiring speakers and powerful conversations. Loved meeting so many talented people driving change in their organizations. Thank you From Day One! I look forward to next year’s event!”

– Sarah J. Rodehorst, ePerkz
Angela Prater(Attendee) profile picture

“I had the distinct pleasure of attending From Day One Seattle. The Getting Bias Out of Our Systems discussion was inspirational and eye-opening.”

– Angela Prater, Confluence Health
Joel Stupka(Attendee) profile picture

“From Day One did an amazing job of providing an exceptional experience for both the attendees and vendors. I mean, we had whale sharks and giant manta rays gracefully swimming by on the other side of the hall from our booth!”

– Joel Stupka, SkillCycle
Alexis Hauk(Attendee) profile picture

“Last week I had the honor of moderating a panel on healthy work environments at the From Day One conference in Atlanta. I was so inspired by what these experts had to say about the timely and important topics of mental health in the workplace and the value of nurturing a culture of psychological safety.”

– Alexis Hauk, Emory University