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.
Relatori
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 è Head of Brand Narrative and Key Initiatives. Il suo team sviluppa la piattaforma di comunicazione strategica del brand in collaborazione con i reparti di marketing dei prodotti, ricerca, vendite e comunicazioni. È anche coautrice e illustratrice del bestseller a livello nazionale Big Feelings e del bestseller del Wall Street Journal No Hard Feelings.
Esra Guler
Head of Global Multichannel Marketing, Atlassian
Esra Guler è la Head of Global Multi-channel Marketing di Atlassian, dove sviluppa strategie innovative per suscitare l'interesse dei clienti sull'ecosistema di prodotti Atlassian ed è a capo di iniziative volte a potenziare i team di marketing con l'innovazione dell'IA. In precedenza, Esra ha lavorato oltre 15 anni in Google coordinando team dedicati alla crescita a livello globale in Workspace, Commerce e Google Partners, oltre ai team di Ads Marketing nel Regno Unito e in Turchia. Imprenditrice per vocazione, Esra ha iniziato la sua carriera fondando piattaforme pionieristiche di servizi tecnologici e finanziari per le piccole imprese in Turchia.
