How Publicis Sapient transformed its marketing organization

You've heard AI can transform how your marketing team works, now hear from someone whose team actually did it.

By ,
Head of Content & Media
Published on June 24, 2026 • Last updated on June 24, 2026 • 2 minutes read

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    Is your marketing organization still viewing AI as a simple cost-cutting tool?

    In this episode of Conversations with MarTech, Teresa Barreira, CMO of Publicis Sapient, explains how her organization uses AI to reinvent work itself. 

    Teresa and her team shifted the focus from roles to tasks and redesigning workflows with an “AI-first” approach. This approach dramatically increased speed and capacity — reducing campaign go-to-market times from 20 days down to just three.

    Among the topics discussed in this episode:

    • Why deploying technology to fix broken systems doesn’t work and how to rethink workflows from the ground up.
    • Understanding the task as the “atomic unit of transformation” to automate 80% of marketing activities without eliminating human roles.
    • How Teresa’s team empowers every marketer to become a “builder” by creating more than 100 custom AI assistants.
    • Why human domain experts are essential for training AI to achieve 100% quality through feedback and evaluations.

    Episode guide

    0:00 Introduction
    0:31 Meet Teresa Barreira
    1:32 The four steps Teresa used to transform her marketing organization
    6:54 The key learnings Teresa took away from marketing’s transformation
    10:00 What separates a successful AI workflow from one that fails?
    13:11 What are the cultural and leadership shifts needed to transform with AI?

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    Mike Pastore
    Head of Content & Media

    Mike Pastore is the Head of Content & Media at Third Door Media, the publisher of the Martech and Search Engine Land websites and the producer of the SMX and MarTech Conferences. In nearly three decades in B2B marketing, Mike has worked as an editor, writer, and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He then worked with marketers at some of the best-known brands in B2B tech, creating content for marketing campaigns at both Jupitermedia and QuinStreet. Prior to joining Third Door Media as the Editorial Director of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.

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