How AI is Making Marketers 10x More Productive with the CMO of Atlassian

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0:00:50 (upbeat music)
0:00:51 – Hey everyone, welcome to the Next We Have Podcast.
0:00:54 I’m Matt Wolf, I’m here with Nathan Lanz,
0:00:57 and today we’ve got an amazing episode for you.
0:01:01 And we’ve got Zainab Ozamir on the show with us today.
0:01:03 She’s the CMO of At Last Seen,
0:01:05 and we’re gonna have a fun discussion
0:01:08 about how we can actually leverage AI
0:01:09 in our marketing today.
0:01:10 Zainab, I wanna ask you,
0:01:14 how did you go from getting a PhD AI or AI related PhD,
0:01:15 and then get involved in marketing?
0:01:18 Like how, what was that path exactly?
0:01:18 – Well, first of all,
0:01:20 thank you very much for hosting me,
0:01:22 and hello everyone here in the room.
0:01:25 It’s really exciting for me to be back in Boston,
0:01:26 because I went to school here,
0:01:29 and it’s always a little bit nostalgic to be in the city.
0:01:30 So it starts from there, right?
0:01:33 I actually studied engineering,
0:01:37 and then I had a fast track to AI,
0:01:39 because my first job out of college landed me
0:01:43 in the realm of speech recognition and speech synthesis.
0:01:47 Even back then, which should I say this, 25 years ago,
0:01:49 speech recognition and speech synthesis
0:01:51 was driven by AI and machine learning and all of that.
0:01:54 So yeah, so that was my focus area.
0:01:57 And I think, how did I make it into marketing?
0:02:00 I think I had the marketing gene in me,
0:02:04 the jack of all trades gene in me for all that time.
0:02:07 Even when I was an engineer and resource scientist,
0:02:10 I would find myself really liking talking about my work
0:02:12 as well as doing it.
0:02:14 I was always pitching it to everyone.
0:02:17 So I did start marketing at Google,
0:02:19 it’s one of the best places you can learn.
0:02:21 Marketing is kind of a,
0:02:23 it did for me what an MBA program
0:02:24 would never be able to do.
0:02:26 So that’s how I transitioned into it.
0:02:27 And since then, you know,
0:02:31 in terms of what role AI played in my journey,
0:02:33 I actually didn’t have a lot of experiences
0:02:37 in terms of AI was a big theme in their transformation.
0:02:39 Companies like Palantir, Palo Alto Networks,
0:02:43 and then lastly Atlassian, where I am now, CMO, yeah.
0:02:45 – So you mentioned 25 years ago
0:02:47 you were doing speech synthesis.
0:02:49 What was the difference between speech synthesis
0:02:52 but then and what it’s like now?
0:02:54 – Well, yes, really good question.
0:02:58 So I do have a vivid memory actually
0:03:02 of me going into my office when I was doing my,
0:03:05 I was training these speech models essentially,
0:03:06 as you do for the audience,
0:03:10 it’s like training is a big part of machine learning.
0:03:12 And I remember starting training
0:03:15 and then leaving my office in the evening
0:03:18 and then hoping that by the time I come back next morning,
0:03:20 the training would be complete
0:03:21 and I’d be able to play with the models.
0:03:24 And I believe I’m just going to make a rough guess.
0:03:26 Like I think it would take a fraction of a second right now
0:03:28 to run that whole process.
0:03:31 So I can tell you things have gotten not just better
0:03:33 but much faster as well.
0:03:34 – Right, right.
0:03:37 So let’s talk a little bit about Atlassian.
0:03:38 You know, I bet a lot of people here
0:03:41 actually use a lot of Atlassian’s products,
0:03:42 but maybe they don’t know the company.
0:03:45 So give us a little bit about what the company does.
0:03:46 – Yeah, anyone in the audience
0:03:49 have used JIRA, Trello, Loom?
0:03:50 Yeah, yeah, okay.
0:03:55 So Atlassian is a collaboration software company.
0:03:59 We have a massive mission to basically unlock
0:04:03 and unleash the potential of every team in the world.
0:04:05 And I really love that mission and that’s why I’m there.
0:04:08 So when we look at Atlassian,
0:04:11 so when we look at like AI in the context of Atlassian,
0:04:13 we are constantly questioning,
0:04:17 you know, how can AI be a part of the team?
0:04:20 How does human AI collaboration look like?
0:04:22 How can we position AI in a way
0:04:25 it unlocks human potential essentially?
0:04:28 So that’s kind of the way we look at things.
0:04:32 – I know a lot of people right now might see AI as a threat.
0:04:33 A lot of people are worried about AI
0:04:36 and, you know, losing their jobs to AI.
0:04:37 How do we use the AI
0:04:38 and why should marketers care about AI?
0:04:42 – So one of the main reasons we should all care about AI
0:04:45 is because we are just inundated.
0:04:50 Like we’re just surrounded by knowledge, content, information,
0:04:52 and it’s getting increasingly difficult
0:04:55 to actually make that knowledge work for us, right?
0:04:57 Like build the context,
0:05:00 like really just extract what’s necessary for us
0:05:03 to do our jobs much better.
0:05:06 So this could be in the form of, you know,
0:05:07 interacting with knowledge.
0:05:10 I mean, the way chat has enabled us to do,
0:05:12 but also not just in the sort of public domain,
0:05:14 but more sort of in the context of, you know,
0:05:18 the data that we interact with in the organization every day.
0:05:21 It could be in the context of ingesting
0:05:23 and digesting information.
0:05:26 Like one of the table stakes features of AI today
0:05:28 is summarization, for example.
0:05:29 But I can’t tell you how many times
0:05:32 I summarize documents in a given day.
0:05:35 And at last, we have a very content-rich culture.
0:05:37 So I receive these long pages,
0:05:40 like think about them as documents, confluence pages,
0:05:41 full of content.
0:05:44 And I basically at this point summarize all of them
0:05:45 and get the key points.
0:05:48 And for all my stakeholders who are watching this,
0:05:50 sorry, yes, I don’t read the whole document,
0:05:52 I summarize it all.
0:05:53 But so that’s one area.
0:05:57 The one area is like how can we manage our interactions
0:05:59 with knowledge in a way that benefits us
0:06:01 and that AI can help a lot there.
0:06:04 For marketers specifically,
0:06:08 obviously seeing AI as a creative partner
0:06:11 is going to be a key thing in the next few years.
0:06:13 It’s already a very key element.
0:06:16 I think the way I look at it here
0:06:19 is it’s really a partnership
0:06:22 as opposed to someone doing AI all of a sudden,
0:06:25 like being the creative entity in the room
0:06:27 and we’re completely eliminated.
0:06:30 I think the way I look at it is the way it works for me
0:06:35 is that I partner with AI as my secret creative agency.
0:06:37 And then I actually look at the output
0:06:40 and I still modify the output.
0:06:43 But it gives me a lot more avenues of creativity
0:06:47 to think through that I wouldn’t come up with myself, essentially.
0:06:49 So that’s the other piece.
0:06:52 And I think I’d say from a leadership perspective,
0:06:55 like marketing leaders, if we think about that,
0:06:58 I think AI actually gives a very interesting,
0:07:02 opens a very interesting door to setting the bar
0:07:04 for the content that we put out.
0:07:07 So when you’re creating content normally,
0:07:11 you’re relying on one person’s ability to create that content,
0:07:16 which means their experiences and their knowledge, essentially.
0:07:19 And that keeps getting better, even with that one person.
0:07:22 But I think with AI as a starting point,
0:07:26 we’re able to leverage the entire organization’s history
0:07:27 as a starting point.
0:07:32 And I like that, I like that as a thought of raising the bar
0:07:35 in the average content we kind of create.
0:07:38 And just to kind of like address your question
0:07:43 around AI as a threat versus not, right?
0:07:46 So personally, I think of it as something
0:07:49 that makes me look much better, right?
0:07:52 But just to address that maybe from somebody else’s perspective,
0:07:57 we recently had Fei-Fei Li in our team event at Atlassian.
0:08:02 And she obviously got the same types of questions.
0:08:06 But her response stayed with me, so I want to share it.
0:08:10 She said, “Human creativity is more profound
0:08:13 than what we ourselves give it credit for.”
0:08:17 So the notion being that, I mean, things will evolve,
0:08:20 things will change, job definitions will change.
0:08:24 But there will be new ways, new jobs and new ways of doing things.
0:08:27 But that doesn’t mean like the human creativity is powerful.
0:08:32 So I think I see AI as a partner and more than a threat.
0:08:34 That’s what I always tell people too.
0:08:37 I feel like humans are capable of so much more
0:08:38 than we currently do.
0:08:41 And AI is just going to enable so many new things to happen
0:08:43 that weren’t possible before.
0:08:46 And so that’s why I’m like a huge techno optimist.
0:08:50 And you know, yeah, AI will bring challenges as well,
0:08:52 but overall, I think it’s going to make the world a lot better.
0:08:53 Yeah, I think so too.
0:08:55 Sam Holtman said similar things as well.
0:08:59 He said things that, you know, assuming that AI is going to take all of our jobs
0:09:01 and humans are not going to be able to do anything,
0:09:02 is not really giving enough credit to humans.
0:09:04 Humans are going to sort of figure it out.
0:09:06 They’re just going to maybe move up the chain a little bit
0:09:08 of the things that they focus on.
0:09:10 That’s correct. Yes, yes.
0:09:12 And they would want to, I think, do that, yeah.
0:09:13 Right, right.
0:09:17 So you guys over at Lassie, you’ve done some amazing research.
0:09:19 You’ve done some deep dive surveys.
0:09:21 Can you tell us a little bit about the research
0:09:22 that you guys have done over there?
0:09:26 Yeah, no, I’m happy to actually share some research points
0:09:27 that we internally do.
0:09:29 So we’re a very data-driven company.
0:09:32 We ask, you know, customers or prospects
0:09:35 like a lot of questions before we build products, obviously.
0:09:40 And we recently asked marketers about 500 marketers across the U.S.
0:09:43 several questions around AI, adoption, use cases, etc.
0:09:46 So I’m happy to share some of that information.
0:09:48 So this was a survey done across the U.S.
0:09:51 Again, I said 500 marketers of different levels,
0:09:55 leaders, managers, individual contributors,
0:09:57 and different sizes of companies.
0:10:01 But some key points that are worth mentioning
0:10:03 is that whenever we ask them, you know,
0:10:05 “Do you use AI regularly?”
0:10:08 89% said they use AI regularly.
0:10:10 So that 62% said daily.
0:10:14 So 62% are daily active AI users.
0:10:16 What was interesting, actually, an interesting detail
0:10:22 is 95% of leaders, so a subgroup of responders,
0:10:23 said they use AI regularly.
0:10:26 So it’s above average, about the 89%.
0:10:29 So clearly, leadership teams, marketing leaders,
0:10:31 are very much on AI.
0:10:34 I think it also goes to which use cases they use.
0:10:38 So we did ask them, you know, “What do you use AI for, mostly?”
0:10:41 And the top answer was research.
0:10:46 So it goes back to that knowledge discovery point that I made.
0:10:49 I think they are really asking questions
0:10:52 around understanding, you know, several data points,
0:10:56 customers, competition market, landscape, et cetera.
0:10:58 So there’s a lot of research in there.
0:11:02 The next most popular answer was content creation,
0:11:04 creating better content.
0:11:08 And then, like, ideation and brainstorming was the third.
0:11:10 In fact, there was a binary question,
0:11:11 which I thought was interesting.
0:11:13 We asked them in a very binary way,
0:11:16 “Do you think AI makes you do better work,
0:11:19 or does AI just make you faster?”
0:11:21 And it was probably both in reality,
0:11:24 but it was split in half.
0:11:27 51% said, “AI makes me do better work,”
0:11:31 and then 49% said, “It makes me faster.”
0:11:36 Back to your question, though, about AI being a threat or not.
0:11:40 So we asked them whether, you know, they think AI,
0:11:43 whether they have any concerns around AI
0:11:45 putting them out of their jobs.
0:11:48 79% said no, and the rest said yes.
0:11:51 So it’s about one in five people still have that fear
0:11:53 amongst the marketing audiences.
0:11:55 Yeah, and I know you also sort of asked,
0:11:57 “What are some of the barriers to entry?
0:12:01 Why aren’t you or your company using AI right now?
0:12:02 You know, what were some of the reasons
0:12:04 people gave for not wanting to use AI?”
0:12:06 Yes, that’s a really good question.
0:12:07 So we did ask them, you know,
0:12:10 “What are some barriers for entry if you’re not using AI?”
0:12:13 And I think the top answer was around, essentially,
0:12:15 yeah, the company policies,
0:12:18 not necessarily around data privacy,
0:12:20 and not allowing them to do that.
0:12:24 I think there was also leadership guidance was one.
0:12:26 So we don’t have enough guidance
0:12:29 as to what we should use it for was the second one.
0:12:32 And then I just don’t know what to do with it
0:12:33 was the third one.
0:12:34 Gotcha.
0:12:37 We’ll be right back.
0:12:39 But first, I want to tell you about another great podcast.
0:12:41 You’re going to want to listen to.
0:12:42 It’s called Science of Scaling,
0:12:44 hosted by Mark Roberge,
0:12:47 and it’s brought to you by the HubSpot Podcast Network,
0:12:50 The Audio Destination for Business Professionals.
0:12:52 Each week, host Mark Roberge,
0:12:55 founding Chief Revenue Officer at HubSpot,
0:12:57 senior lecturer at Harvard Business School,
0:12:59 and co-founder of Stage 2 Capital,
0:13:02 sits down with the most successful sales leaders in tech
0:13:05 to learn the secrets, strategies, and tactics
0:13:07 to scaling your company’s growth.
0:13:09 He recently did a great episode called,
0:13:13 “How do you solve for a siloed marketing in sales?”
0:13:15 And I personally learned a lot from it.
0:13:17 You’re going to want to check out the podcast,
0:13:18 listen to Science of Scaling,
0:13:20 wherever you get your podcasts.
0:13:23 (upbeat music)
0:13:26 So with all of this data that you’ve collected,
0:13:29 all of this research, what do we do with it?
0:13:32 How do we apply this information as marketers?
0:13:34 How do we use this?
0:13:35 I mean, first of all,
0:13:38 I think it’s really important to say,
0:13:40 yes, marketers are embracing AI.
0:13:43 I mean, this data gives me a lot of confidence,
0:13:45 and they’re embracing AI in a way
0:13:46 that they’re not scared of it.
0:13:49 They’re actually thirsty for it,
0:13:51 based on what we can tell.
0:13:53 I think there’s a lot of takeaways
0:13:58 in terms of leadership around having our eyes
0:14:02 on the pulse of what is being used for,
0:14:04 and maybe being a little bit more deliberate
0:14:08 about doing it, scaling some of the successful use cases,
0:14:12 and actually getting entire organizations adopting them,
0:14:13 just to sort of…
0:14:15 Because there’s clearly a demand,
0:14:17 and it’s being seen as a barrier.
0:14:21 So I think that’s an interesting takeaway that I had.
0:14:23 And then also, one thing that I didn’t mention
0:14:26 is that marketers say that the biggest challenges
0:14:28 they face in marketing is content,
0:14:31 the time it takes to create content,
0:14:33 as well as generic content.
0:14:35 They’re not very happy with what they’re outputting.
0:14:39 So I think there’s also that was a great takeaway for me,
0:14:42 is that that’s the area to double down on.
0:14:44 – When most people talk about AI,
0:14:46 they talk about all these efficiency gains
0:14:48 that you get from using AI.
0:14:49 What are the gains you think people get
0:14:53 in terms of creative gains they get?
0:14:54 – Creativity, as we said,
0:14:59 that comes back to that whole concept of creative partnership.
0:15:01 I think that at this point,
0:15:03 if I look at it as a couple of things,
0:15:06 obviously content marketing is a big area
0:15:09 where our creativity plays a big role.
0:15:12 I kind of look at it as short-form content,
0:15:14 long-form content.
0:15:18 And I think if you’re like me,
0:15:20 or a lot of people on my team,
0:15:21 and you’re saying, okay,
0:15:25 I want to find a really catchy title to this presentation,
0:15:27 or I want to write an abstract,
0:15:30 or I want to just raise storm on different avenues
0:15:33 for campaign taglines or something like that.
0:15:34 At this point,
0:15:37 you should just give AI a chance on that stuff, right?
0:15:41 I feel like at this point that it will actually really help.
0:15:45 And it will be a gain in terms of getting to a,
0:15:47 going through a creative process faster.
0:15:50 So there’s a little bit of efficiency still in there,
0:15:53 but also potentially unlocking paths,
0:15:58 neural paths in your mind in terms of new output.
0:15:59 So that’s one.
0:16:01 The other one that’s interesting
0:16:04 that we’re kind of dabbling with a lot is,
0:16:07 more sort of like on the product marketing realm,
0:16:11 is we’ve got, say you want to write like a press release
0:16:13 or a blog post, right?
0:16:16 I think to get help from AI,
0:16:17 there’s two things you need there.
0:16:19 One is, you know, you need,
0:16:23 you’ve got all of this data around your products, right?
0:16:25 Across your organization.
0:16:27 So it’s very important to have a way
0:16:30 of bringing all of that data and the sources
0:16:32 into that creative process.
0:16:34 The second thing you need is,
0:16:38 you need to define what a good press release is for you.
0:16:41 And that could be past press releases that you’ve had,
0:16:43 but also other companies press releases
0:16:45 that you really liked reading, you know?
0:16:47 So it’s those two things, if you put them together,
0:16:51 and if you have the ability to actually leverage
0:16:53 that data, those data sources,
0:16:56 to output the next press release you have,
0:16:58 that’s kind of like the next step in,
0:17:00 I would say product marketing.
0:17:04 That’s an area where we’re actually dabbling in a lot
0:17:06 with some of these agent frameworks
0:17:08 that we are actually developing.
0:17:10 At last thing we have a product called Rovo.
0:17:12 It allows us to chat and interact
0:17:15 with organization’s knowledge base and data,
0:17:17 but it also has these expert agents
0:17:19 that help us do this very specific thing.
0:17:21 So for example, the task that I’ve described to,
0:17:25 I would do with my communications comms prefter agents,
0:17:27 and they would kind of like write these things.
0:17:28 For me, it’s a good baseline.
0:17:31 Again, the human will always be in the loop.
0:17:34 It’s all about creating effective baselines.
0:17:35 – Let’s talk a little bit more
0:17:37 about additional practical use cases for AI.
0:17:40 You actually showed us some from videos earlier
0:17:42 of how you guys are using it at Lassian,
0:17:44 and I would love to show these videos to the audience,
0:17:47 and maybe you can talk us through what we’re seeing.
0:17:50 – Yeah, so I mean, this is back to content generation
0:17:52 and content creation in context.
0:17:55 So the way we actually do context
0:17:59 is when we’re creating a document like this one,
0:18:01 this is a customer case study.
0:18:03 Let’s say in the process, we wanna say,
0:18:07 can you help me write a social post here
0:18:08 that is 300 words long,
0:18:11 or can you help me make it punch here?
0:18:14 We don’t have to go and leave our workspace
0:18:16 and go to a kind of a chatbot to do that.
0:18:20 We actually can do it as we’re creating that document
0:18:22 and add it to the document on the spot.
0:18:26 So it can let us actually mold content in the context.
0:18:29 And that’s a big thing because I feel like
0:18:32 we’re still trying to figure out the UI of AI
0:18:35 and how AI gets weaved into our workflows.
0:18:37 And I think more and more,
0:18:40 we’re gonna see AI being a bit more fluid
0:18:42 in these different workflows.
0:18:43 If you’re in a document,
0:18:45 you’ll be able to interact with an AI editor.
0:18:47 This is Atlassian’s AI editor,
0:18:51 but that essentially brings more value to be on the spot
0:18:54 and being able to lean into AI as you’re creating content.
0:18:55 So that was an example of that.
0:19:00 Another one that I mentioned, agents.
0:19:02 I mean, I think of taking a step back,
0:19:04 everybody’s like talking about agents these days.
0:19:06 Taking a step back, the way I in my human brain,
0:19:09 like I kind of explain agents is,
0:19:13 say you’re having a meeting with a couple coworkers, right?
0:19:15 And you all of a sudden,
0:19:17 a legal question pops up or an HR question pops up
0:19:22 and you kind of slack your or message your favorite HR person
0:19:23 and say, can you join us?
0:19:25 We have some questions, right?
0:19:26 So it’s the same with agents.
0:19:29 Like you wanna be able to lean into experts,
0:19:32 agents to bring them into conversations,
0:19:35 let them help you on the spot in context.
0:19:38 That’s kind of what we’re experimenting with,
0:19:39 with our products at Atlassian.
0:19:43 And as with all companies, we dog chewed our products.
0:19:45 So that’s where this next example
0:19:47 that I shared with you comes from,
0:19:49 which is my favorite agents.
0:19:51 It’s called a customer 360 agent.
0:19:53 – Yeah, and we do have a video of this one.
0:19:55 So we wanna roll this second video clip that we’ve got.
0:19:58 This is the agent that they’re using here at Atlassian.
0:20:01 – Yeah, and essentially this is like every interaction
0:20:03 you wanna have around your customers.
0:20:05 So it’s this quantitative information,
0:20:09 like it’s asking how many users do we have in this customer,
0:20:11 gives you back that information.
0:20:13 Can you give me like how many products we have
0:20:15 in that customer’s footprint?
0:20:19 Do we have any customer case studies with these customers
0:20:22 and what are the benefits they’re seeing out of our products?
0:20:26 So this agent is the expert in our customer base
0:20:28 and they know everything about our customers
0:20:29 that anyone wants to ask.
0:20:33 So why is that an important thing?
0:20:36 To me, this was, this is the most mind-blowing thing
0:20:38 to me as a person, right?
0:20:39 Why is it important?
0:20:44 Because so many times we’re bound to static dashboards
0:20:46 that can answer a certain set of questions
0:20:49 about any entity, including customers, right?
0:20:51 So you go to a dashboard,
0:20:54 we can answer the first, second, third question you have.
0:20:55 When you have your fourth question,
0:20:58 you either need to know how to write SQL
0:20:59 to interact with a database
0:21:02 or you’re going to a data analyst to say,
0:21:03 can you pull this report for me?
0:21:05 Like how many times have we been through that?
0:21:07 – I had to learn SQL just for that reason.
0:21:07 – Fine.
0:21:11 So the idea of being able to use natural language
0:21:13 to interact with complex databases
0:21:17 and be able to pull any data point from them,
0:21:19 I think is a very, very powerful thing
0:21:21 for a lot of marketers as well as, you know,
0:21:25 all go-to-market, all knowledge workers, I’d say.
0:21:27 So that’s the piece that actually gets me
0:21:29 really excited at this point.
0:21:31 – Yeah, yeah, in that video, there is, you know,
0:21:33 it kind of moves really quickly,
0:21:35 but when you ask a question to that bot,
0:21:37 it looks like it sort of decides
0:21:39 where to send that question to.
0:21:40 So it’s not like a chat GPT
0:21:42 where the question is going and coming back
0:21:44 from the same place every time.
0:21:46 It’s actually querying the database
0:21:48 and figuring out the best place
0:21:50 to go and find the answer to that question.
0:21:51 – That’s exactly right.
0:21:55 It’s actually scanning all sorts of information sources,
0:21:58 including databases, third-party tools,
0:22:00 third-party applications,
0:22:04 as well as your internal proprietary data and everything.
0:22:07 So I think that kind of reasoning
0:22:10 is really, really interesting and important.
0:22:10 – Absolutely.
0:22:13 Zaina, pretend you have a crystal ball.
0:22:15 What do you think marketing looks like
0:22:17 in five years from now?
0:22:18 – Okay.
0:22:20 Yeah, so crystal ball I’ll get to.
0:22:21 That’s the really out there, so.
0:22:24 But even in the next few years,
0:22:27 like there’s a couple of things I expect to happen.
0:22:31 As we discussed, I think the AI will become more fluid.
0:22:34 It’ll become more prevalent in the context that we’re working
0:22:37 as opposed to us like going to a chat bot
0:22:39 every single time we need to lean into AI.
0:22:43 So I think that UI, that interaction will improve.
0:22:45 I think we will improve in our ability
0:22:47 to ask AI the right questions
0:22:51 and think of like how do we best make use of AI as well.
0:22:52 So those things are evolutions
0:22:54 that are continuously going to get better.
0:22:57 In the crystal ball for me are a couple of things.
0:23:02 Like in an ideal world, I would love to land in a place
0:23:06 where every single person that we’re marketing to
0:23:10 has a very personalized message.
0:23:13 You know, whatever medium we’re delivering that message in
0:23:18 and there is a way to actually let AI make on-the-fly decisions
0:23:20 to make our content more relevant,
0:23:23 more interesting for that person.
0:23:26 So I think this has been a marketing dream for many years
0:23:30 but I do think actually we can realize it
0:23:31 in the next five years.
0:23:34 So that’s like one of the things that I’m excited about.
0:23:38 I’m also very excited about image and video generation
0:23:40 for marketers because I think one of the things
0:23:45 that we love to do is express ourselves visually
0:23:48 in our storytelling visually a little bit better
0:23:51 and to be able to accelerate that process
0:23:55 in a way that we can define and prompt someone
0:23:58 to create teaser videos for us very quickly
0:24:01 and make them effective, that’s very exciting to me.
0:24:03 And I think we’re on our path there as well.
0:24:06 – Very cool, so what do you think marketers
0:24:07 should be focused on right now?
0:24:09 Where should their attention be?
0:24:12 What should they go do after listening to all of this?
0:24:17 – Yeah, I would say make your interaction with AI
0:24:19 a very personal thing so that it can actually
0:24:22 really hit the spot for you.
0:24:25 I would say, you know, back to like for me,
0:24:28 this whole interaction with understanding customers
0:24:30 is a very personal, like this is what I love.
0:24:32 So that’s why this is my favorite agent, right?
0:24:35 But what is it that you want AI to do?
0:24:37 Probably there’s a way to get there today, right?
0:24:39 Like you just have to figure it out.
0:24:43 So for example, I have one person on my team,
0:24:45 there’s a, you know, my kind of leadership team
0:24:47 does a weekly rollout to me.
0:24:50 And then there’s one person on my team every Friday,
0:24:53 she will go and ask Rovo, our enterprise chat,
0:24:56 offering this question, what have I done?
0:24:58 What have I accomplished this week?
0:25:00 And Rovo kind of goes on everything she’s worked on
0:25:03 and then brings it back and then that’s her rollout to me.
0:25:06 So that’s very interesting as it’s a personal,
0:25:08 the way of using AI.
0:25:11 So figuring out what actually moves the needle
0:25:15 for you personally is a really good starting point, I think.
0:25:17 – What’s next for you and Atlassian?
0:25:19 – I think what we are actually trying to do
0:25:22 is work in the middle of this,
0:25:24 what I explained as trying to figure out
0:25:26 how to weave AI into your workflows.
0:25:30 We have a great event in Barcelona in a couple of weeks time.
0:25:32 It’s called a team Barcelona event.
0:25:35 We’re going to make a lot of AI announcements there.
0:25:38 So I’m very excited to be there.
0:25:39 – Very cool.
0:25:42 So do you have any final pieces of advice for anybody?
0:25:44 We’ve got about a minute left here.
0:25:46 So any last words that you wanna share
0:25:48 before we cap this one out?
0:25:50 – No, I mean, look, I think one of the things
0:25:54 that I do want to say is that I really think
0:25:57 that the partnership element is important to keep in mind.
0:26:02 I feel like there’s a quite a bright path
0:26:05 for us in the future around interacting with AI
0:26:10 and learning and really 10 X thing accelerating learning.
0:26:13 So one of the things that I didn’t mention
0:26:15 is when we asked marketers,
0:26:18 what do you want more from AI?
0:26:22 Like in addition to what you’re actually doing right now,
0:26:24 one of the things they said is,
0:26:26 I want AI to help me with new marketing skills.
0:26:31 So the role of AI in actually tirelessly
0:26:34 answering your questions is that you can tirelessly
0:26:35 ask AI questions.
0:26:39 So I think it’s a really big asset in the sense of
0:26:42 you don’t have to be shy about learning new skills
0:26:43 and asking questions.
0:26:45 So that’s another element of AI,
0:26:49 but always consider or think of AI as your partner
0:26:53 as opposed to a dreads would be my general advice.
0:26:54 – Couldn’t agree more.
0:26:55 Well, thank you so much Zainab.
0:26:57 This has been a fascinating conversation.
0:26:58 Really enjoyed having it with you
0:27:01 and we appreciate you joining us on the show today.
0:27:02 – Thank you so much for having me.
0:27:03 – Thank you.
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0:27:31 you