Leading with AI: How Marketing Leaders Can Cultivate an AI-Driven Culture within Their Teams

If you are still on the fence, it’s time to get off. AI is an essential component of modern marketing. As marketing leaders, the challenge is no longer about whether to adopt AI but how to do it in a way that truly enhances our operations and drives growth. I want to share some practical steps for integrating AI into your marketing team, based on what we’re doing at Xebia and inspired by some of the big players in the industry, like Coca-Cola, Netflix, and Sephora. 

Why AI is a Must in Today’s Marketing Landscape 

AI's potential to transform marketing is vast. Whether it’s analyzing data at lightning speed, automating routine tasks, or crafting personalized customer experiences, AI has proven its value. At Coca-Cola, for instance, AI isn’t just an experiment—it’s central to how they approach content creation and consumer engagement. By teaming up with NVIDIA and WPP, Coca-Cola has reimagined their creative process, making it faster, more efficient, and highly personalized. ​(World's No.1 Food Magazine). 

Netflix offers another compelling example. Their AI-driven recommendation system is responsible for 80% of the content viewed on their platform. By leveraging user data, Netflix doesn’t just suggest what to watch—they craft an experience that’s unique to each viewer, leading to higher engagement and retention​ (AI & Digital Marketing Blog). 

But how can marketing leaders like us take these lessons and apply them in a way that’s both practical and impactful?

1. Define Your AI Vision and Strategy

First things first: clarity is key. Understand where AI can make the biggest impact in your department. This isn’t about jumping on the AI bandwagon; it’s about strategically integrating AI where it aligns with your goals. 

At Xebia, our design team has started using AI to enhance our photo and video editing processes. By incorporating AI, we’ve cut down on editing time significantly while maintaining the high-quality standards our clients expect. It’s a small but powerful example of how targeted AI implementation can streamline operations without compromising creativity. 

Take a page from Coca-Cola’s playbook. They partnered with industry leaders to harness AI for real-time 3D design collaboration of their product, drastically reducing the time it takes to bring a campaign from concept to execution​. You can achieve similar results by identifying the areas in your marketing strategy where AI can provide the most value.

2. Invest in Your Team’s AI Capabilities

AI is only as good as the people who use it. Investing in your team’s education and skills is non-negotiable. At Xebia, we’ve taken this to heart by equipping our strategists with AI tools that analyze our marketing plans, pinpointing insights and gaps that might otherwise go unnoticed. This approach not only improves our strategies but also empowers our team to leverage AI with confidence. 

Unilever’s experience shows how powerful this can be. By developing an AI system to optimize social media advertising, they not only boosted engagement by up to 50% but also optimized their ad spend, getting more bang for their buck​. 

So, don’t just implement AI—train your team to use it effectively. Whether it’s through workshops, online courses, or bringing in experts, the goal is to make AI a natural extension of your team’s toolkit.

3. Balance AI with Human Creativity

There’s a common fear that AI will replace human jobs, especially in creative fields. I have spoken and written about the importance of this point. But the truth is, the best results come from a collaboration between AI and human creativity. At Xebia, we’ve seen this firsthand. While AI helps us with the heavy lifting in editing and strategic analysis, it’s our team’s creativity that brings these insights to life in ways that resonate with our audience. AI can mimic the data we place into the system but right now the data is minimal. It has not captured our context, our evolving story that changes daily, our new human-powered ideas. It also doesn’t know where we want to go. We do. We are the true originals.  

Sephora is a prime example of this balance. Their AI-powered tools, like the Virtual Artist, use advanced algorithms to offer personalized makeup recommendations. However, it’s the human element—the way these tools are integrated into the customer experience—that makes them truly effective​. 

Encourage your team to view AI as a partner, not a competitor. This mindset will help them see the value AI brings to the table while allowing their creativity to shine. Human + AI wins. Not the other way around. 

4. Lead with Ethics in AI

As we dive deeper into AI, we can’t ignore the ethical implications. Data privacy, algorithmic bias, and transparency are all crucial considerations. At Xebia, we’ve made it a point to ensure our AI applications are not just effective but also ethical. This means being transparent with our clients about how AI is used and continuously monitoring our systems to mitigate any potential biases. 

Coca-Cola’s approach is similar. They’ve been upfront about how they use AI in their marketing, ensuring that consumer trust remains intact even as they push the boundaries of what’s possible with AI​ (World's No.1 Food Magazine). 

As a marketing leader, it’s your responsibility to set ethical guidelines for AI use within your team. This will not only protect your brand but also build trust with your audience.

5. Embrace Continuous Learning and Adaptation

AI is evolving rapidly, and what works today might not be the best approach tomorrow. That’s why fostering a culture of continuous learning and adaptation is crucial. At Xebia, we encourage our team to stay up to date with the latest AI trends and to experiment with new tools and techniques regularly. 

Coca-Cola’s European CMO, Javier Meza, captures this perfectly: "Transformation is a mindset rather than a goal." For them, it’s about being open to change and constantly refining their strategies​ (Marketing Week). 

To instill this mindset in your team, consider setting up regular AI-focused meetings where members can share insights and discuss new opportunities. This will keep your team agile and ready to adapt to the ever-changing AI landscape. Furthermore, curate and offer a set of affordable AI education that your team can attend.  

Conclusion: Driving AI Adoption in Marketing 

AI offers incredible opportunities for marketing teams to enhance efficiency, creativity, and customer engagement. But successful integration requires more than just adopting new tools; it requires a shift in how we operate and lead. 

By setting a clear vision, investing in your team’s AI capabilities, fostering collaboration between AI and creativity, leading with ethics, and embracing continuous learning, you can cultivate an AI-driven culture that propels your marketing department to new heights. 

Just look at what companies like Coca-Cola, Netflix, Sephora, and even Xebia are doing. The future of marketing is here, and it’s AI-driven. The question is, how will you lead your team into this exciting new era?