Most marketing teams are using AI to do the same work faster. That, says Liza Adams, is the wrong goal. Doing things differently is where growth happens.
Adams is the Founder and AI Advisor at GrowthPath Partners, where she helps go-to-market teams build what she calls Human+AI organizations with teams that take on work that simply wasn't possible before.
At MAICON 2026, Adams will bring that perspective to a session called How to Reimagine and Build Workflows That Weren't Possible Before, a practical, live-build session for marketing leaders ready to move past efficiency and into new territory.
Use AI to Make the Case for Why Humans are Essential
"Most teams use AI to do old work faster," she says. "They draft emails, generate variations, and score leads. But doing faster work should not be all we do with AI. It's just a starting point."
An efficiency-only AI strategy, Adams argues, quietly makes the case for fewer people. Reimagined work makes the case for why humans are essential.
Her test is simple: take AI out of the workflow and ask what happens. If it would just take longer, that's faster work. If you wouldn't do it at all, because it was too slow, too expensive, or simply impossible, that's the sweet spot.
The Real Obstacle to AI Transformation Isn't Technology
Adams is direct about where most leaders go wrong: Buying licenses and calling it a strategy. Treating a belief’s problem as a training problem. Starting with the org chart instead of the work.
"The work changes first, then roles, then the org chart," she says. "That last one is backwards."
She also points to a less-discussed failure mode: what happens when experimentation doesn't work.
"Leaders say they want experimentation and then shut it down the first time it fails," Adams says. "When people can share what didn't work without judgment, experimentation stays alive. When it gets ignored, they stop trying."
What Liza Adams Will Explore at MAICON
Drawing on her work with marketing teams across industries, Adams's session will cover:
- How to identify which workflows are worth reimagining — based on what AI does well that's hard for humans
- How to rethink a workflow for the AI era instead of simply automating the old version
- How to design and build an agentic human+AI workflow, including instructions, skills, and human gates
- A live build attendees can apply with their own teams
She'll show attendees how to start over to rebuild a workflow.
What You'll Gain from Liza Adams's Session
Adams's session is built for marketing leaders who want to know: What should we do differently?
Attendees will leave with a framework for identifying and building reimagined workflows and not just a collection of one-off prompts. Her approach is grounded in real implementations, including workflows now running inside enterprise organizations at scale.
The session reflects Adams's broader conviction: Teams that stop at efficiency are building a case for fewer humans. Teams that reimagine what's possible are building a case for better ones.
Join Us at MAICON 2026
Adams will present at MAICON 2026 as part of a lineup focused on real-world AI strategy, implementation, and leadership.
She’ll bring her 25+ years of experience as a senior marketing executive leading companies through technological change to help reimagine your AI workflow.
Follow Liza before MAICON 2026:
Join us at MAICON 2026 to hear from Adams and 50+ other AI and business leaders. Register today.
