How to Champion AI in Marketing
In this episode of the Marketing AI SparkCast, host Aby Varma speaks with Jessica Hreha, Head of Marketing AI Strategy and Transformation at Jasper, about how marketing professionals can champion AI adoption within their organizations. They cover practical strategies for building internal AI evangelism, securing executive sponsorship, and driving measurable business outcomes through AI integration. Real-world examples from companies like VMware, Morningstar, and adidas illustrate the tangible productivity and cost benefits of AI in marketing.
This story was produced through MarketScale. See how Professional AV teams put it to work with Customer Stories & Case Studies.
Promoted content from The Marketing AI SparkCast on MarketScale.
Key takeaways
Marketing leaders can drive AI adoption by building internal teams, securing executive sponsorship, and defining clear use cases.
Companies like VMware, Morningstar, and adidas have achieved significant cost savings, productivity gains, and output increases through AI integration.
Jasper enables enterprise marketing teams to scale content creation and run personalized, data-driven campaigns at scale.
Free workspace
Turn your Professional AV expertise into content.
Record interviews, organize footage, and write with AI on a free trial of the MarketScale platform for qualifying companies. No demo required, no credit card.
In this episode of the Marketing AI SparkCast, Aby Varma, founder of Spark Novus, sits down with guest Jessica Hreha, Head of Marketing AI Strategy and Transformation at Jasper. The conversation delves into Jessica's inspiring journey from her time at VMware to her leadership role at Jasper, where she fosters AI adoption across enterprises. They discuss practical strategies for marketing professionals to become AI evangelists in their organizations, emphasizing the potential of AI in transforming workflows and driving tangible results.
They discuss practical strategies for marketing professionals to become AI evangelists in their organizations, emphasizing the potential of AI in transforming workflows and driving tangible results.
Topics Covered:
- Jessica's AI Journey: From leading the Marketing AI Council at VMware to joining Jasper, Jessica shares how her role has evolved to champion AI in marketing.
- AI adoption in large organizations: Jessica explains how she drove AI adoption at VMware, including challenges like skepticism, governance, and compliance hurdles.
- AI impact: They discuss how companies like Morningstar, VMware, adidas and more saw significant cost savings, increase in output, time saving, and productivity boosts through AI integration.
- Strategies for marketers to evangelize AI in their orgs: Jessica provides a roadmap for marketing professionals to champion AI adoption, including building teams, securing executive sponsorship, and defining use cases.
- Jasper's role as a marketing AI tool: They explore Jasper's capability in scaling content creation and enabling personalized, data-driven campaigns.
Jessica Hreha is the Head of Marketing AI Strategy and Transformation at Jasper, where she helps enterprise clients with AI adoption and marketing innovation. Previously, she led the Marketing AI Council at VMware. https://www.linkedin.com/in/jessicahreha/
Aby Varma is the founder of Spark Novus, which specializes in driving marketing transformation through AI adoption and AI-infused marketing services. As an experienced marketing executive, Aby helps businesses navigate the complexities of digital transformation with AI-driven strategies. https://www.linkedin.com/in/abyvarma/
Part of this channel
The Marketing AI SparkCast
Practical AI guidance for B2B marketing teams, episode by episode.
Your experts belong here
Every story in MarketScale Professional AV starts with a company putting its integrators, design engineers, and product specialists on the record. Buyers are already reading this topic. The only question is whose experts they find.
When a spec writer or facilities lead searches this category, your integrators are what they find instead of a competitor.
About the author
Host of The Marketing AI SparkCast. AI Optimist and Futurist. Global B2B Marketing Leader. Aby Varma is a transformative CMO with extensive experience in driving growth and positive business outcomes through innovative B2B marketing strategies, recognized for blending compelling narratives with digital creativity to enhance brand engagement, lead generation, and customer loyalty. Varma excels in fostering cross-functional collaboration between marketing, sales, and product teams, enhancing efficiency and revenue operations. His leadership has been pivotal in guiding high-performing teams and navigating complex, multinational corporate environments, resulting in global market expansion and optimized strategies. As an exceptional executive communicator, Varma effectively influences stakeholders and secures buy-ins for key initiatives, underlined by his adaptability and dedication to positive business results. He has been influential in the Forbes Communications Council since July 2022, sharing insights on marketing and digital. At Hexagon AB, Varma held roles including Senior Vice President of Marketing and Executive Director of Marketing, Go-To-Market & Digital Strategy, showcasing skills in lead generation, sales enablement, and AI. His earlier tenure at Intergraph Corporation as Global Marketing Director, Digital, further highlights his expertise in B2B marketing. Varma's academic credentials include an MBA in Marketing & Management Information Systems from Alabama Agricultural and Mechanical University and a Masters in International Business from the Indian Institute of Foreign Trade. His extensive background and forward-thinking approach position him as a key figure in the evolving landscape of marketing and AI.
