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.
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