From AI activity to impact: Lessons from Atlassian marketing leaders
Most marketing teams are experimenting with AI. The next challenge is turning that activity into real workflow advantage.
According to Atlassian's State of Teams 2026 research, 94% of marketers use AI at work, but only 3% of marketing executives are sure they have clear org-wide AI ROI.
Join Atlassian marketing leaders for a practical conversation on what they’re learning as they bring AI deeper into day-to-day workflows. Drawing on examples from demand generation, brand, and performance marketing, they'll share how their teams are using AI to improve planning, streamline coordination, accelerate decision-making, optimize campaigns, and reduce operational friction across the marketing organization.
Along the way, they'll discuss what surprised them, what required more iteration than expected, and why more AI-generated output doesn't always lead to better outcomes. You'll hear actionable lessons on building the right context for AI, deciding where human judgment and craft matters most, and identifying the AI use cases that create the greatest opportunity for meaningful impact.
Whether you're just getting started or looking to move beyond isolated experiments, you'll leave with concrete ideas for turning AI activity into measurable marketing results.
Sprekers
Ashley Faus
Head of Lifecycle Marketing, Atlassian
Ashley Faus is a marketer, writer, and speaker by day, and a singer, actor, and fitness fiend by night. She's the author of the book, Human-Centered Marketing: How to Connect with Audiences in the Age of AI. Her work has been featured in TIME, Forbes, and The Journal of Brand Strategy, and she's shared insights with audiences at Harvard Business Review, INBOUND, and MarketingProfs.
Liz Fosslien
Head of Brand Narrative, Atlassian
Liz Fosslien leidt een team dat het strategische platform voor de merkboodschap van het bedrijf ontwikkelt in samenwerking met productmarketing, onderzoek, verkoop en communicatie. Ze is ook co-auteur en illustrator van de nationale bestseller Big Feelings en de Wall Street Journal-bestseller No Hard Feelings.
Esra Guler
Head of Global Multichannel Marketing, Atlassian
Esra Guler is Head of Global Multi-channel Marketing bij Atlassian, waar ze de motor is achter innovatieve strategieën om klanten te betrekken bij het hele ecosysteem van producten van Atlassian en initiatieven leidt om marketingteams een boost te geven met AI-innovatie. Eerder werkte Esra meer dan 15 jaar bij Google, waar ze leiding gaf aan groeiteams voor Workspace, Commerce en Google Partners wereldwijd, en aan Ads Marketing-teams in het VK en Turkije. Als ondernemer in hart en nieren begon Esra haar loopbaan met het oprichten van de eerste technologie- en financiële dienstenplatforms in Turkije voor kleine bedrijven.
