In a recent webinar on AI Workflows and the Future of Marketing, hosted by Jasper in partnership with McKinsey, Loreal Lynch (CMO at Jasper) and Eli Stein (Partner at McKinsey and Company), discussed the most top-of-mind questions for enterprise marketing teams today:
- How are companies driving ROI with AI?
- What does an end-to-end AI-powered marketing workflow look like?
- And how will AI transform enterprise marketing?
We’ve highlighted some key insights below, diving into the AI maturity curve for a company, where they get stuck, and how a purposeful approach to tackling these challenges head-on can help companies grow at scale.
This is just a sneak peak of the goldmine of insights in the webinar. Want to watch the full recording? Download it here.
Key Insight #1: Move Beyond Isolated AI Tasks for Real Transformation
True transformation happens when companies go beyond pilots and small-scale applications to rethinking workflows entirely. Eli Stein outlined the five different maturity stages he’s seen in his 10+ years delivering analytics, technology, and operating model marketing transformations at leading consumer companies.
- Excitement & Ideation: Organizations begin exploring AI’s potential, testing the waters with pilot projects or piecemeal solutions.
- Task Acceleration: AI is injected into individual tasks for efficiency gains, such as content creation or data analysis.
- Scaled Adoption: The focus shifts toward extending AI usage across tasks or workflows within departments.
- Workflows: Holistically reimagining workflows end-to-end, integrating AI to optimize processes rather than addressing isolated tasks.
- Domain Transformation: At this mature stage, entire functions—like marketing—are empowered by AI, redefining operations completely.
"Most companies we see are still in stage two and are not entirely thrilled about it," Eli shared. "The real growth happens when you move beyond isolated tasks and start transforming workflows and domains."
The reason, as Eli explains, is simple: incremental improvements in individual tasks don’t lead to the kind of transformative growth or revenue acceleration that companies expect.
The real opportunity lies in evolving from stage two to stage three—moving beyond pilot projects and isolated tasks to reimagine entire workflows. This shift can unlock material growth at scale or drive cost efficiencies, setting the foundation for reinvestment into more innovative marketing strategies.
Loreal Lynch also noted that many companies don’t see efficiency gains or time savings as driving top-line growth, but when a retail client “is able to scale product descriptions, images, and text using Jasper, and is now able to get their products to market 30% faster, that ultimately means it's 50 more SKUs shipping per week. And the 50 SKUs more shipping per week—that's top line growth.”
Key Insight #2: Change Management is Crucial to Scaling AI
Technology itself is not enough for an organization to successfully achieve AI scale.
Eli Stein emphasized three critical differentiators for companies that successfully scale AI: executive and board buy-in, building for scale, and the often-overlooked aspect of change management—which include addressing skill gaps, redefining roles, and offering clear guidance on how new AI tools can enhance—not replace—human creativity and strategy. While many organizations focus on technical implementation and scaling AI, the true challenge lies in how they manage the human side of transformation.
"And we've seen many companies get it right in terms of declaring a board level priority and building for scale, but then don't get the change management right,” Eli explained. “And that's almost the worst outcome.”
Loreal agreed, highlighting the importance of executives helping drive successful change management. "It’s a completely new way of working and it has the ability to truly transform how we do our jobs in a very powerful way. Leaders need to be that coach that helps guide and ensure it's attached to the company level and business level objectives and priorities.”
Key Insight #3: AI-Powered Workflows are the Future of Marketing
Both Loreal and Eli stressed that the future of AI in marketing lies not in isolated tasks but in purpose-built workflows that streamline the entire end-to-end process. AI isn’t just a tool; it’s the infrastructure for how marketing will operate in the future.
Loreal explained, "AI can turbocharge your impact in marketing, but only if workflows become the new normal in terms of the way you operate as a team in the enterprise."
Eli added, “We've started to see the injection of AI tools into specific aspects of workflows like the creation of images, copy, video, etc. This has driven efficiency and growth, but increasingly what we're starting to see is a retooling of whole workflows on the basis of what these tools can speed up and augment.”
Loreal shared an example from an AI-driven brand management workflow used by one of Jasper's media clients: “Media companies have multiple brands and each of the brands are like franchises, and they license that content. That leads to a proliferation of content being developed across contractors and across different companies. In order to manage that at scale, they use an AI workflow to flag brand violations trained on their 160-page brand book.”
These insights capture only a fraction of the extensive discussion on what the most innovative enterprise marketing teams are doing with AI today. Curious to dive deeper? Download the full recording.
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