While much attention in marketing technology (Martech) has focused on the tools and systems themselves, the real challenge in successfully adopting artificial intelligence (AI) often comes down to culture. René Affolter, Managing Director & Deputy CEO of gateB, captures this succinctly: “The promise of composability is real. But the friction is cultural—not just technical.”
For Martech leaders, understanding and managing this cultural shift is crucial to unlocking the true potential of AI in their organizations. Here’s how to navigate this pivotal transition effectively.
Integrating AI into your marketing operations goes beyond simply selecting and implementing tools. As Scott Brinker, Editor at ChiefMartec, notes, “This isn’t just a tech shift—it’s a transformation in how people work, make decisions, and build marketing itself.” This means confronting entrenched workflows, existing habits, and even organizational mindsets resistant to change.
Common cultural barriers include:
AI often sparks uncertainty or even anxiety among teams. Leaders should clearly articulate why AI adoption is necessary, what specific business outcomes it aims to achieve, and how it directly benefits the workforce. This helps in building transparency and trust.
Phil Arnold, CRO at CI HUB Connector, emphasizes, “Integrations must serve the way people already work—not force them into new tools just for the sake of ‘best-of-breed.’” Encourage cross-functional collaboration to understand existing workflows and identify real-world use cases for AI that align seamlessly with current processes.
Equip your team with the knowledge and confidence they need. Comprehensive training programs should focus not only on using AI tools but understanding AI’s broader strategic impact. As Fabio De Bernardi, VP of Business Development at Adverity, highlights, AI simply amplifies the quality of your data and processes—thus, a fundamental understanding is essential.
Cultural shifts happen gradually. Celebrate incremental successes to demonstrate tangible value early and often. Whether it's a successful pilot project or improved efficiency metrics, showcasing these wins can build momentum and confidence across teams.
A flexible mindset is critical. Scott Brinker emphasizes composability’s value in terms of flexibility: “giving you the options to evolve your Martech stack quickly.” Encourage a culture that’s open to testing, learning, and iterating rather than rigid adherence to legacy practices.
Aleksandar Dimitrievski, Director of Marketing Technology & Data at Springer Nature, offers a compelling case study. He noted, “Our goal was fully automated campaigns where marketers don't touch execution.” Springer Nature succeeded because their teams understood automation as an opportunity—not a threat—to shift from tactical execution to strategic planning. They embraced cultural transformation by clearly aligning AI-driven automation with strategic business goals.
Navigating this cultural transformation requires insights and strategies from those who’ve successfully led their organizations through similar journeys. At the Entirely Summit 2025, you’ll hear firsthand from industry leaders like Guillaume Cavaroc, Business Director – Luxury, Retail & E-commerce at META; Jorge Martin Ibarra, CIO at Grupo Anaya; and Peter Kotzur, CMO & Executive Board at Rehau, who will share actionable advice and real-world experiences.
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