For marketing leaders trying to understand what AI is really changing beyond productivity.

 

Eighteen months ago, we thought AI would mostly help us work faster. Instead, it changed some of the assumptions behind our marketing. We found ourselves trusting our tracking less, investing more in original research than content production, and spending more time building relationships than optimising channels. In this session, I’ll share five moments where one of our marketing assumptions stopped making sense, what we changed afterwards, and what we’re still figuring out today. This isn’t a playbook for the AI era. It’s an honest look at how one marketing team has been adapting while the rules keep changing.

 

What you’ll take away:

Why we’re measuring some things less, not more

Why AI pushed us to invest more in trust than content

Five concrete changes we’ve made at Weglot, and the reasoning behind them