How marketing can lead AI transformation in your company

When we spoke to Jessica Cobarras, CMO of Asana, her passion for people really came through. In this podcast episode, we talk about how centring people at the heart of what she does has allowed Jessica to create an environment where teams can do their best work, grow their careers, and feel connected to the mission they're building together.Thanks Weglot for sponsoring this episode. This is the event Joe mentioned: https://www.youtube.com/live/XUs5WFZBL5YKey takeaways from the episodeReframe AI from tools to outcomes.Jessica emphasises that AI transformation should not start with adopting more platforms or features. Instead, marketing leaders should begin with the outcomes they want to improve (impact, effectiveness, customer value) and then use existing tools and capabilities more intelligently to get there. Human barriers matter more than technical ones.A recurring theme is that change around AI is often slowed by very human challenges—imposter syndrome, fear of getting it wrong, and uncertainty about how roles might evolve. Addressing these emotional and psychological barriers is critical to successful adoption. Soft skills are becoming a core marketing capability.Jessica highlights communication, empathy, and the ability to navigate ambiguity as essential skills for marketers today—especially in fast-changing environments driven by AI and automation. Psychological safety enables innovation.Leaders need to actively create an environment where teams feel safe to experiment, ask questions, and make mistakes. This safety helps marketers remain curious and creative rather than becoming defensive during periods of rapid change. AI adoption should be cross-functional and collaborative.The conversation stresses the importance of strong alignment between marketing, sales, and technology teams. AI initiatives work best when they are built together rather than owned by a single function in isolation. The real opportunity is role evolution, not replacement.Jessica shares how AI can augment marketers’ work and reshape responsibilities, allowing teams to focus more on strategic thinking and higher-value contributions instead of routine or manual tasks.