At Asana’s Work Innovation Summit London 2025 (25 September), marketing leaders from brands including Workday, Awin and E.ON Next compared notes on a simple mandate: align people, data and AI so campaigns move faster and prove impact. Panels focused on prioritisation, cross-functional rituals and AI-ready operating models, not just shiny tools.

The takeaway in one line

AI lifts ROI when it’s wired into how marketing works (goals, briefs, approvals, measurement)—not treated as a sidecar app.

What changed in 2025: from experiments to operating model

WIS London marked a shift from isolated pilots to repeatable playbooks:

• AI for the work, not around it. Sessions stressed embedding AI into planning, creative, and performance loops—so teams spend less time coordinating and more time creating.

• Marketing × RevOps alignment. Leaders shared how shared scorecards and intake rules reduce random acts of marketing and make AI outputs measurable.

• Agentic workflows arrive. Asana previewed “AI Teammates”—collaborative agents that take on routine work and hand back human-sized decisions. Case examples cited hours saved and manual work reduced when agents drive checklists and status updates.

How it works when it works: a practical loop

1) Aim – Define a single source of truth brief: audience, offer, channels, KPIs (pipeline, CAC, ROMI).
2) Make – Use generative tools for first drafts and variations; route through brand and legal in one lane of work.
3) Launch – Publish assets with structured UTMs and experiment tags.
4) Learn – Weekly readouts: AI summarises lift vs. control, surfaces anomalies, proposes next tests.
5) Scale – Promote winners automatically; retire under-performers.

This “aim–make–launch–learn–scale” loop underpinned the Align Teams and AI for ROI panel and the “How to measure the ROI of AI” session highlighted by Asana’s EMEA recap.

A 30–60–90 plan to align Marketing and AI

Days 0–30 – Foundations

• Map three priority journeys (e.g., product launch, demand gen, lifecycle).

• Create approved prompt packs for briefs, ad variants, landing copy, and analyses.

• Stand up a shared scorecard (pipeline, CAC, velocity, creative throughput).

Days 31–60 – Pilot & guardrails

• Pilot AI inside one journey; set review SLAs and escalation paths.

• Enable an AI agent to update status, chase approvals, and prep weekly performance notes.

• Start a decision log: what AI suggested, what humans accepted, and why.

Days 61–90 – Scale & prove

• Roll winning prompts/rituals to a second journey.

• Publish a ROI memo each month using the Summit’s measurement approach (tie outputs to pipeline, not vanity metrics).

Real examples (from the Summit content)

• Prioritisation & focus. Leaders showed how a clear intake and quarterly bet list stopped “urgent” work derailing high-ROI campaigns.

• Creative throughput. Teams used AI to propose variants then routed approvals in one system, cutting handoffs.

• Agent assistance. In the AI Teammates keynote, Asana demonstrated agents preparing recaps and nudging tasks—freeing humans for strategy; customer examples cited reduced manual work and double-digit hour savings.

Pitfalls to avoid (and what to do instead)

• Tool sprawl. Too many disjointed apps kill ROI—consolidate around a work graph so AI sees the whole campaign.

• Vanity metrics. Tie AI savings to pipeline and revenue, not just content volume.

• Shadow AI. Without intake rules, teams bypass governance; fix with approved prompts, data policies, and a visible roadmap.

FAQs

How does AI improve marketing efficiency?
By automating coordination and analysis, and by using agents to handle status, checklists and recaps—so humans focus on strategy and creative. TeamRelated

What role does data play in AI-driven marketing?
It’s the backbone: clean briefs, tagged assets and shared scorecards let AI measure lift and recommend the next best test. Asana Forum

Can small teams benefit?
Yes. Start with one journey (e.g., email lifecycle), a handful of prompts, and a single scorecard; expand to paid and web once wins are proven. Asana Forum

Where can I watch the sessions?
Asana has released on-demand WIS 2025 content, including the Align Teams and AI for ROI panel and ROI measurement sessions. Asana Forum+1