Everyday AI Podcast – An AI and ChatGPT Podcast Ep 722: How to Build a Team of AI-savvy Marketers
53 snips
Feb 26, 2026 
Scott Morris, CMO at Sprout Social, brings martech and social media expertise. He discusses starting with AI experimentation and forming an AI council. He covers standardizing tools, creating new AI-focused roles, and measuring AI impact. He warns against end-to-end AI reliance and emphasizes training and culture to keep teams future-ready.
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Create An AI Council To Coordinate Experiments
- Do create an AI council to coordinate experimentation and define measurable outcomes across marketing teams.
- Scott Morris formed an AI council to track experiments, surface learnings, and tie AI work to organization-level goals.
Measure AI By Business Outcomes Not Content Volume
- Do shift AI projects from output volume to business outcomes like pipeline and conversion lift.
- Scott moved teams from generating more content to measuring trial-to-paid conversion and pipeline impact as primary metrics.
Start With Shared Tools Then Add Specialty Tools
- Do standardize core tooling for all marketers then add role-specific tools for specialized teams.
- Sprout put general AI tools in every marketer's hands, then added SEO and PR-specific tools like Aerox for targeted workflows.