Almost every company today wants to "do AI". They run a workshop, the team gets excited for two weeks, and then everything goes back to normal.
I had seen that film before. When I was asked to get AI running across the leadership, I knew a one-off course would not stand up. It had to be culture, not an event.
Method before tooling
I built a real programme. A levelling event, so everyone started from the same point. A permanent committee, split across four fronts, to keep the topic alive after the initial enthusiasm fades. And LGPD governance as a mandatory gate: nothing goes live without passing through it.
Two principles held it all up, and I still repeat them. Proof, not promises. Culture, not a one-off course.
The proof
The most concrete result was not a nice report. It was product running.
The marketing team itself built eleven internal products, with vibe coding, and put them into production. Sites, management tools, simulators. Marketing building real software, in use.
It is the basis of a talk I am putting together: from prompt to product. Because the story is not about the tool. It is about what happens when you give method to a team that used to only ask for things to be handed over ready.
What this says about your work
My long-standing thesis: AI will not replace the marketing manager. It will expose whoever never had a method.
Eleven products do not come out of one lucky prompt. They come out of structure, governance and direction. The tool is the same for everyone. The difference is the method of whoever is holding the wheel.