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.
Oradores
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 dirige el equipo encargado del desarrollo de la plataforma estratégica de comunicación de marca de la empresa, en colaboración con los departamentos de marketing de producto, investigación, ventas y comunicaciones. También es coautora e ilustradora de los superventas Aprende a gestionar tus emociones y Ningún problema, este último clasificado en la lista del Wall Street Journal.
Esra Guler
Head of Global Multichannel Marketing, Atlassian
Esra Guler es la directora de Marketing multicanal global de Atlassian, donde dirige estrategias innovadoras para atraer clientes de todo el ecosistema de productos de Atlassian y lidera iniciativas para potenciar los equipos de marketing con la innovación de la IA. Anteriormente, Esra pasó más de 15 años en Google liderando equipos de crecimiento en Espacio de trabajo, Commerce y Google Partners a nivel mundial, así como equipos de Ads Marketing en el Reino Unido y Turquía. Emprendedora de corazón, Esra comenzó su carrera fundando las plataformas pioneras de tecnología y servicios financieros de Turquía para pequeñas empresas.
