From 1:1 AI to Team Workflows
A lot of AI use in marketing is still 1:1: your tool, your prompts, your agents, your way of working.
That’s been great for individual productivity. But across teams, it’s also creating headaches around consistency, duplicated effort, siloed context, governance and risk.
The next challenge is moving from 1:1 AI into shared team workflows: understanding where agentic AI fits, what stays human, and the context, processes and guardrails you need to keep your brand consistent and safe.
And the good news is you don’t need to overhaul everything at once. Join this session to understand agentic AI, see it in action, and start figuring out where it could fit across your team.
What You'll Learn
- What Agentic AI is (and what it isn’t)
The difference between automation, GenAI, AI agents and agentic workflows, and when to use each.
- What this means for marketing teams and leaders
How work changes when AI can plan, execute and deliver more, plus practical examples from teams we’ve supported to redesign workflows.
- How to find the workflows worth tackling first
Use our agentic opportunity/effort matrix to prioritise the simplest workflows worth tackling first.
- Live demo: end-to-end workflow
We’ll take you through one end-to-end workflow build, including context, steps, approval points and guardrails, using tools such as Copilot, Claude Cowork, ChatGPT Work or Gemini Spark.
- What it really costs, and where things go wrong
Understand token usage, what drives costs up, and the common issues that make agentic workflows blow out or hard to scale.
- What you can start doing now
Even without agentic AI today, there’s plenty you can do to get ahead, build the case and prepare yourself (and your teams) for how work will change.
Why You Should Join
- Understand Claude: Projects, Skills, Artifacts, Design, Cowork and Connectors - we'll explain each one clearly, show you when and how to use them
- Claude Set-Up: How to configure your set up and knowledge base so it remembers you and delivers better on-brand work
- Workflows in action: Go behind the scenes with guided marketing demos and understand how to minimise your token “footprint”.
- Learn from real use cases: See Claude in action with tasks you can steal immediately
What you'll take away
This session is for CMOs, marketing leaders and teams who are already using AI and now need to shift beyond individual productivity into team-wide use.
It’ll be especially useful if you’re:
- exploring where agentic AI could fit across your marketing team
- looking to shift from 1:1 AI to team wide consistency and ways of working
- worried about scaling safely, controlling token usage and avoiding workflows that blow out
- trying to build the case for agentic AI internally
- responsible for AI adoption, workflow design or preparing teams for how work is changing
Recordings of AMI webinars are available on demand exclusively to AMI members via the AMI Member Hub. Log in using your member credentials through the AMI website main page, then navigate to the Professional Development section to access the webinar recordings.
About the presenters
Catherine Toms
AI Growth Academy - CoFounder
AI Advisor, Educator & Speaker
Empowering Leaders & Teams with AI Skills & Strategies
Catherine is a marketing AI expert, educator, and strategic consultant with over 25 years’ experience - both agency and in-house - leading transformation and growth for global and national brands.
She’s co-founder of AI Growth Academy, where she helps marketing teams, and leaders build confidence with AI and embed tools, working habits and strategies that stick. The result? Teams working smarter, immediate productivity gains, and tangible revenue growth.
She advocates for safe, ethical AI and is active on industry advisory boards, government initiatives and NAIC pilot programmes - helping shape future AI adoption pathways for the Australian Marketing Industry.
She brings direction and depth to every session - helping marketers get clarity, focus, and implement AI that actually works.
Stephen Toms
AI Growth Academy - CoFounder
AI Marketing Strategy, Educator & Speaker
Empowering Leaders & Teams with AI Skills & Strategies
Steve has 25 years’ experience across education and digital, helping businesses grow through smarter strategy, marketing, and AI.
He’s worked with global brands like Adobe and Salesforce, and advised hundreds of Marketers - consultants, founders and small business teams - on safe, effective AI adoption for growth.
Steve combines the tried-and-tested strategies used by big brands with hands-on lessons from applying AI across every part of the AI Growth Academy - to share exactly what’s working and delivering results.
With a background in education, Steve’s a natural energy-raiser with a knack for making AI accessible and actionable. Over the past decade he’s led more than 10,000 students through digital marketing, data, and AI training.
Whether you're feeling overwhelmed or frustrated with your results, you’ll leave with clarity, confidence, and practical strategies you can put to work straight away
