The conversation around AI in marketing moves fast, and the signal is easy to lose in the noise. So we sat down with Prachi Gore, Chief Marketing Officer at Asana, for a grounded read on what AI can actually do for marketing teams today, where the hype outruns reality, and how she sees humans and agents working together over the next few years.
Start simple, then push
Gore's advice for teams getting started is to begin with the easy, high-value use cases: content, research, competitive analysis, campaign brief writing, and using AI as a thought partner for ideation. From there, she sees a more interesting frontier in testing the limits of what agents can do.
She points to analyst relations as an example. Her team runs around 70 conversations, then has to package them into reports, distribute them, and refresh messaging and talking points. That's a complex workflow rather than a single task, and she notes it can be handled agentically, with a human in the loop to review what goes out.
The line between hype and reality
Gore is clear-eyed about where things stand. The underlying technology is real, she says, and the productivity an individual can unlock in a single day is already remarkable. "The potential is 100 percent there."
What's overhyped is the idea that end-to-end automation is already happening at scale across large organizations. For smaller teams and simpler workflows, it's very doable today. At real scale, though, the hard part isn't the models. It's governance, and bringing agents, people, and tools together against a shared plan. Work, as she puts it, is hard.
Humans as the taste makers
Looking three to five years out, Gore describes how Asana, which has used its own AI teammates internally for some time, treats those teammates as actual colleagues: entities that work cross-functionally across teams in a controlled, governed way. A teammate like a "brand strategist" can collaborate across projects, much like a new hire would.
In that world, the human role grows rather than shrinks. Gore sees people becoming the taste makers, the strategic thinkers, and the value drivers, while agents take on much of the surrounding work. We're at the beginning of that journey, she says, but much of the vision is already within reach.
It's a view we share at allGood. The point of agents isn't to replace the people doing marketing. It's to hand off the repetitive work so the humans can focus on judgment, strategy, and taste.
