From AI activity to impact: Lessons from Atlassian marketing leaders
Most marketing teams are experimenting with AI. The next challenge is turning that activity into real workflow advantage.
According to Atlassian's State of Teams 2026 research, 94% of marketers use AI at work, but only 3% of marketing executives are sure they have clear org-wide AI ROI.
Join Atlassian marketing leaders for a practical conversation on what they’re learning as they bring AI deeper into day-to-day workflows. Drawing on examples from demand generation, brand, and performance marketing, they'll share how their teams are using AI to improve planning, streamline coordination, accelerate decision-making, optimize campaigns, and reduce operational friction across the marketing organization.
Along the way, they'll discuss what surprised them, what required more iteration than expected, and why more AI-generated output doesn't always lead to better outcomes. You'll hear actionable lessons on building the right context for AI, deciding where human judgment and craft matters most, and identifying the AI use cases that create the greatest opportunity for meaningful impact.
Whether you're just getting started or looking to move beyond isolated experiments, you'll leave with concrete ideas for turning AI activity into measurable marketing results.
Palestrantes
Ashley Faus
Head of Lifecycle Marketing, Atlassian
Ashley Faus is a marketer, writer, and speaker by day, and a singer, actor, and fitness fiend by night. She's the author of the book, Human-Centered Marketing: How to Connect with Audiences in the Age of AI. Her work has been featured in TIME, Forbes, and The Journal of Brand Strategy, and she's shared insights with audiences at Harvard Business Review, INBOUND, and MarketingProfs.
Liz Fosslien
Head of Brand Narrative, Atlassian
Liz Fosslien lidera uma equipe que desenvolve a plataforma de mensagens estratégicas da marca em colaboração com o pessoal de marketing de produto, pesquisa, vendas e comunicações. Ela também é coautora e ilustradora do best-seller nacional Lidando com grandes emoções e do best-seller do Wall Street Journal Sem neura.
Esra Guler
Head of Global Multichannel Marketing, Atlassian
Esra Guler é a Diretora Global de Marketing Multicanal da Atlassian, onde lidera estratégias inovadoras para engajar clientes em todo o portfólio de produtos da Atlassian e conduz iniciativas voltadas a potencializar as equipes de marketing por meio da inovação em inteligência artificial (IA). Antes disso, Esra passou mais de 15 anos no Google liderando equipes globais de crescimento para os produtos Google Workspace, Commerce e Google Partners, além de equipes de marketing de publicidade no Reino Unido e na Turquia. Empreendedora por vocação, Esra começou a carreira profissional criando plataformas pioneiras de tecnologia e serviços financeiros para pequenas empresas na Turquia.
