From AI activity to impact: Lessons from Atlassian marketing leaders

Most marketing teams are experimenting with AI. The next challenge is turning that activity into real workflow advantage.

According to Atlassian's State of Teams 2026 research, 94% of marketers use AI at work, but only 3% of marketing executives are sure they have clear org-wide AI ROI.

Join Atlassian marketing leaders for a practical conversation on what they’re learning as they bring AI deeper into day-to-day workflows. Drawing on examples from demand generation, brand, and performance marketing, they'll share how their teams are using AI to improve planning, streamline coordination, accelerate decision-making, optimize campaigns, and reduce operational friction across the marketing organization.

Along the way, they'll discuss what surprised them, what required more iteration than expected, and why more AI-generated output doesn't always lead to better outcomes. You'll hear actionable lessons on building the right context for AI, deciding where human judgment and craft matters most, and identifying the AI use cases that create the greatest opportunity for meaningful impact.

Whether you're just getting started or looking to move beyond isolated experiments, you'll leave with concrete ideas for turning AI activity into measurable marketing results.

 

发言人

Ashley Faus

Head of Lifecycle Marketing, Atlassian

Ashley Faus is a marketer, writer, and speaker by day, and a singer, actor, and fitness fiend by night. She's the author of the book, Human-Centered Marketing: How to Connect with Audiences in the Age of AI. Her work has been featured in TIME, Forbes, and The Journal of Brand Strategy, and she's shared insights with audiences at Harvard Business Review, INBOUND, and MarketingProfs.

Liz Fosslien

Head of Brand Narrative, Atlassian

Liz Fosslien 带领团队协同产品营销、调研、销售及公关部门搭建企业战略性品牌信息传播平台。她同时是全美畅销书《Big Feelings》与《华尔街日报》上榜畅销书《No Hard Feelings》的合著者及插画创作者。

Esra Guler

Head of Global Multichannel Marketing, Atlassian

Esra Guler 现任 Atlassian 全球多渠道营销负责人。她主导制定创新营销策略，覆盖 Atlassian 全系产品生态系统以触达客户，并牵头各类项目举措，借助人工智能创新赋能营销团队提升效能。加入 Atlassian 之前，Esra 在 Google 任职超过 15 年，先后掌管全球 Workspace、Commerce、Google 合作伙伴板块的增长团队，同时负责英国及土耳其地区的广告营销团队。Esra 天生富有创业精神，职业生涯起步阶段便创办了土耳其首面向小型企业的首创科技与金融服务平台。