In this fireside chat, James Croom and Wesley ter Haar will share practical perspectives on applying AI in performance marketing within a large, globally distributed marketing organization. The discussion will focus on operational learnings from working at scale across multiple markets, teams, and approval environments, with examples anchored in Chrome-specific work.
Topics will include how AI can support faster creative development, more efficient production workflows, and increased agility in refreshing marketing assets. The session will also examine the organizational side of adoption, including the investment required to build new capabilities and adapt ways of working as tools and processes continue to evolve.
Designed as a candid but practical conversation, the session will highlight what teams are learning as they integrate AI into modern marketing operations, while staying focused on grounded use cases and implementation realities rather than broad industry speculation.
