MAICON brings together top visionaries and experts in the field of AI during a three-day conference packed with actionable sessions and networking events—all to position you as the change agent your organization (and career) needs. In this ongoing speaker series, we’re featuring these extraordinary leaders, with forward-looking predictions, actionable tips you can use today, and a preview of their MAICON 2025 sessions.
Liza Adams is an AI Advisor and Go-to-Market Strategist with GrowthPath Partners, where she inspires GTM leaders and their teams by showing what’s possible through real-world AI applications.
With more than a decade of experience in AI, spanning machine learning, predictive analytics, and now generative AI, Liza has over 20 years of senior marketing leadership. A recognized thought leader, she was named one of the “50 CMOs to Watch in 2024” by Pavilion and highlighted as a top AI voice to follow at G2’s Reach event.
“My work has always centered on three things: elevating the strategic value of marketing, using business as a force for good, and ensuring diverse voices are heard at every table,” said Liza. “That’s been true whether I was leading teams at enterprise companies or guiding growth-stage founders.”
While AI wasn’t the original destination in her career, it quickly became a powerful amplifier for the work she was already doing. Liza leaned in, learning how to use AI responsibly to unlock more meaningful, strategic outcomes.
During her session at MAICON, Liza will share practical, responsible ways to adopt AI as part of GTM workflows.
Session Preview: Design and Orchestrate Custom GPTs That Work Like Teammates
Liza helped drive the transformation of a team of 25 humans and more than 100 AI teammates. This is a high-performing human + AI organization that has delivered real results: 75% faster content creation, 98% better accuracy in lead qualification, and 35% improvement in overall campaign performance.
At MAICON, Liza will offer a behind-the-scenes look at how these AI teammates operate. You’ll see live demonstrations of custom GPTs in action, then learn how to design and orchestrate your own.
“You’ll leave with practical examples and templates to build AI teammates, tools that help you write, plan, decide, and design like never before,” said Liza. “We’ll walk through how to build a digital twin, campaign strategist, and pitch deck developer, with live demos you can replicate.”
With the right strategy, AI can scale your best human talent, unlock powerful new levels of collaboration, and evolve roles
Lesson Learned: We’re Better Together
It’s time to shift how we think about AI, not just as a tool, but as a true teammate. When used thoughtfully, AI can elevate efficiency, quality, and creativity across the board.
Liza believes that when we work together with AI, we do better work.
“It helps us overcome our gaps like fuzzy memory, getting tired, the time when we can't bring our best selves,” she said. “And we help AI with the things it lacks, like a moral compass, lived experience, a sense of purpose.”
When we combine the strengths of both, we unlock a new kind of potential—professionally and personally—that once felt out of reach.
Looking Ahead: AI Will Break Down Silos
AI doesn't care about organizational charts; it sees the data, identifies patterns, and optimizes for outcomes.
As AI continues to shape the way we work, it invites us to shift from traditional organizational structures to more dynamic work charts. These will focus not on who owns what, but on what needs to get done.
This mindset shift will be especially impactful for smaller teams, where fewer layers mean faster adaptation and greater agility.
Liza breaks it down further:
“The people who thrive will be the ones who can bridge functions, share insights, and stay focused on delivering a connected customer experience from first touch to long-term value. They’ll also be the ones bold enough to reimagine their own roles, not by doing more, but by working differently.”
Links We Like
A Leader's Playbook: How a Lean Team Transformed Into a Human-AI Powerhouse
A real-life story of transformation. One lean team. Six months. Human and AI teammates working together — and the outcomes to prove it. This became the foundation for how Liza now advises others.
The End of Handoffs: How AI Teammates Work Together
This shows how chaining AI teammates like Custom GPTs creates collaborative AI systems that flow expertise where it's needed, when it's needed. Work is reorganizing around customer outcomes, not department silos.
From Org Charts to Work Charts: The Future of Human–AI Teams
Our org charts are overdue for a reset. This piece explores how work really happens when humans and AI collaborate — and how structure needs to evolve to support that.
First, You Built a Digital Twin. Now, It’s Time to Build a Team
A digital twin is just the beginning. This piece introduces the idea of building a full AI team around you, with each teammate playing a role that scales your capacity and sharpens your thinking.
Liza’s Session at MAICON
How to Build AI Marketing Teammates: Custom GPTs in Action That Transform Teams
See how one marketing team evolved from 20 to 100+ AI teammates working alongside 25 humans to build a collaborative, high-performing human + AI org. In this behind-the-scenes session, Liza Adams shares what’s possible when AI is designed by and for the people doing the real work.
This session shows you the practical path to AI implementation in marketing:
- Watch live demonstrations of custom GPTs working together to solve real marketing challenges
- Learn step-by-step how to build and orchestrate these tools—without technical expertise
- See how team members evolved from AI users to builders and guides, with some even reimagining and redefining their own roles
We'll build and demonstrate custom GPTs like a digital twin, campaign developer and pitch deck creator that reduces routine work while improving output quality. We’ll even chain some together.
The six-month journey delivered concrete results:
- 75% faster content creation
- 98% accuracy in lead qualification
- 35% improvement in campaign performance
This is practical, responsible AI adoption. It’s where technology elevates human talent and prepares teams for what’s next.
Leave with starter kits, templates and a playbook to build your own AI teammates and a vision for scaling human + AI collaboration.
Keep Up with Liza (and AI)
Subscribe to Liza’s newsletter, Practical AI in Go-To-Market, for real-world use cases, frameworks, and lessons for teams building AI-powered GTM engines.
Want to keep learning from Liza?
- Follow Liza on LinkedIn.
- Explore her website at GrowthPath.
- See her speaking engagements.
Join Us at MAICON 2025
Marketing Artificial Intelligence Conference (MAICON) was created for marketing leaders and practitioners seeking to drive the next frontier of digital marketing transformation within their organizations.
We’re excited to host our 5th annual MAICON—Marketing AI Conference—at this pivotal point for our industry. Join us from October 14 to 16, 2025, in Cleveland, Ohio, and use the special code SPEAKERSERIES100 at checkout to receive $100 off your registration!
