AI Implementation Strategy at ServiceNow: A Bottom's Up Approach

Discover how to effectively adopt AI tools and revolutionize your marketing operations. With actionable steps, practical use cases, and best practices, this episode will empower your team to innovate, streamline processes, and deliver impactful results.

Meet Ayalla Goldschmidt: A Trailblazer in AI Marketing

Ayalla Goldschmidt is a seasoned marketing executive with over two decades of experience driving innovation in enterprise software and technology companies. As a leader at ServiceNow, Ayalla has spearheaded the adoption of generative AI across a global marketing team of more than 1,000 members, transforming how her organization leverages AI to enhance creativity, streamline processes, and boost productivity.

Her forward-thinking approach and passion for change management have been instrumental in scaling AI adoption from a small pilot program to widespread implementation. With a proven track record of fostering collaboration and innovation, Ayalla has played a pivotal role in showcasing how AI can revolutionize marketing operations.

Now taking on a new role as the leader of Outbound Product Management for ServiceNow, Ayalla remains at the forefront of AI, continuing to redefine what's possible for marketing and beyond.

The Bottom-Up Approach to AI Adoption

The first thing to remember is that you need to empower your team to drive innovation from within. By encouraging early adopters and starting small, you can organically grow AI usage across your organization.

This method fosters enthusiasm, demonstrates tangible value, and overcomes skepticism with real-world examples.

Key Insights from Ayalla Goldschmidt

"As a leader, I always like to encourage my team to look for innovation, whether it’s new ways of doing things or different ideas that we want to try out."

Start with a small, motivated group and showcasing early wins. That way, you can build momentum that inspires broader adoption. Internal evangelism and clear workflows make scaling AI across teams both effective and efficient.

Transformative AI Use Cases in Marketing

Here are a few ways AI can help in practical marketing applications:

1. Industry and Persona Research: Accelerate insights for targeted messaging and strategies.
2. Content Creation: Automate blog writing, promotional blurbs, and social media posts.
3. Workflow Automation: Save time by repurposing materials, such as transforming YouTube videos into blog posts and creating tailored messaging for platforms like LinkedIn and X.
4. Team Productivity: Streamline internal processes such as writing award nominations, promotion recommendations, and performance reviews.

"An example would be taking a recorded YouTube video and creating a blog to promote it, complete with title options and blurbs for LinkedIn and internal platforms."

By implementing these use cases, your team can focus on high-value tasks and elevate creativity and impact.

Best Practices for Seamless AI Integration

Implementing AI successfully requires strategy and preparation. Here are key steps to ensure a smooth transition:

1. Learn the Art of Prompting: The more specific you are about tone, audience, and purpose, the better the results. Think of AI as an intern who improves with clear instructions.
2. Maintain Human Oversight: Always review AI outputs to ensure quality and accuracy. AI enhances productivity but requires your expertise for the final touch.
3. Build Reusable Workflows: Codify repetitive tasks into workflows that can be reused across teams to save time and ensure consistency.

"The value of having a standardized approach where everyone writes in the same style—that alone is huge."

Real-World Advice for AI Champions

Ready to lead the AI charge in your organization? Here are Ayalla Goldschmidt’s tips:

• Start Small: Identify a few innovative team members to pilot AI tools and showcase early wins.
• Showcase Success Stories: Share examples internally to build excitement and interest.
• Scale Thoughtfully: Use early feedback to refine processes and expand adoption gradually.
• Focus on Long-Term Value: While there’s a learning curve, the time invested upfront will lead to significant productivity gains.

"We started with a handful of users and expanded to 200 licenses across teams. The productivity boost and enthusiasm have been incredible."

Take Action Today

Transform your marketing strategy with the power of AI. By adopting a thoughtful, bottom-up approach and leveraging practical use cases, you can unlock unprecedented productivity and creativity.