Rewriting the Marketing Playbook with AI

Pipeline targets keep rising. Budgets don’t.

Most B2B marketing teams are feeling the squeeze: higher pipeline expectations, longer buying cycles, and more pressure to prove impact, all while the stack keeps expanding. 

AI should help, but in practice, it often turns into disconnected pilots and prompt experiments that don’t change how work gets done. 

In this 30-minute session, you’ll hear how Databricks is approaching AI transformation in marketing, and how leading teams are using AI as a shared work layer across the tools they already rely on to move faster, scale ABM, and reduce the constant search and rebuild cycle.

What you’ll learn

• What AI illusion vs real transformation looks like, and how to move from scattered pilots to a shared way of working.
• What an AI-driven marketing org looks like across demand gen, ABM, product marketing, and brand, and how those teams can plug into a shared AI work layer to see real impact.
• How the Databricks and Glean marketing teams use Glean day to day to move faster, including concrete workflows and best practices you can borrow.