Insights / Marketing Leadership
Getting a Marketing Team to Actually Use AI (and Like It)
Buying AI tools is easy. Getting a team to use them well is the real work. How to lead adoption with clear rules, real wins and no fear.
By Nicole Irmo · November 14, 2026 · 3 min read
Teams adopt AI when they see it removing work they dislike, they know the rules, and they are not afraid it is a step toward replacing them. Leaders get there by starting with one painful task, showing a real win, writing short guardrails and celebrating the people who find new uses.
Start with the drudgery
Ask the team which tasks they would happily never do again: reformatting, first drafts of routine copy, meeting notes, report summaries. Start there. Early wins on unloved work build goodwill faster than any training.
Say what AI is for, out loud
Be explicit: the goal is better work and more time for creative and strategic thinking, not fewer people. Uncertainty is the biggest barrier to adoption, and silence makes it worse.
Give people rules and room
- A one-page policy: approved tools, data rules, review steps.
- Shared prompt templates with the brand voice built in.
- Time set aside each week to experiment.
- A channel where people share what worked.
| Phase | Weeks | What happens | Leader's job |
|---|---|---|---|
| Listen | 1 to 2 | Each person lists their three most tedious tasks | Ask, do not prescribe |
| Pilot | 3 to 6 | Two or three volunteers try AI on those tasks | Protect time to experiment |
| Share | 7 to 8 | Pilots demo what worked and what did not | Celebrate the honest failures too |
| Standardize | 9 to 12 | Write simple playbooks and guardrails | Make the good habits the default |
Measure and recognize
- Track time saved and output shipped for the first workflows.
- Recognize the people who find useful new applications.
- Keep quality standards the same; AI is not an excuse for weaker work.
On the team I lead, AI handles more of the first drafts and reporting each quarter, and the team spends the time on strategy, creative and the customer stories no tool can write.
Frequently asked questions
What if someone refuses to use AI?
Start with tasks they find tedious and pair them with a colleague who uses it well. Mandates without support rarely work.
Which AI tools should a marketing team start with?
A general assistant with a business account, plus AI features inside tools you already use, such as your CRM, design and email platforms.
Our AI consulting includes team training and adoption planning, not just tools.
