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Live Conference Recap BY Ade Akin | May 04, 2026

AI in Marketing: Scaling Personalization Without Losing the Human Touch

While other brands were racing to automate every email subject line, blog post, and social media caption during the height of the generative AI boom, Unilever, Vaseline’s parent company, took a different approach.Instead of using AI to accelerate the launch of new products, Unilever used it to listen to consumers, which led to an unexpected discovery that their base didn’t need a new product. Instead, they needed validation, and sometimes correction, on how they were using old products. These insights led to the “Vaseline Verified” campaign, an initiative that deferred a costly R&D rollout in favor of celebrating consumer “hacks.” The campaign went on to win 11 Cannes Lions awards, including the Titanium Grand Prix.This story, shared by Heather Bollinger, the chief revenue officer at Vurvey Labs, set the tone for a panel discussion focused on AI’s optimal role in marketing at From Day One’s Silicon Valley marketing conference. The conversation, moderated by Rosalie Chan, a senior tech editor at Business Insider, made one point clear: the most effective AI strategies focus on reimagining workflows and breaking down silos between data, compliance, and content—not replacing humans.The Augmentation MindsetThe panelists drew a sharp distinction between using AI to scale processes and using it to improve human capability. James Kessinger, the group VP of marketing at SolarWinds, says his team leverages AI agents for heavy data lifting, scraping funnel metrics from initial click to closed revenue, but remains cautious about removing the human touch in communications aimed at technical buyers.“You’ve got to humanize that, at least in our world, talking to engineers,” Kessinger said. “You’ve got to be able to give them relevance of somebody who’s actually doing this job. It’s hard sometimes for AI to capture that essence.” Panelists spoke about "AI in Marketing: Scaling Personalization Without Losing the Human Touch"AI serves as an editor for brand voice and trademark compliance at SolarWinds, freeing content marketers from tasks such as proofreading so they can focus on more important aspects of content, such as fluency and tone.Henrique Loyola, head of content & discovery for Play Games Go-To-Market, Google, echoed the theme of augmentation, describing AI as an enhancer. “If a task would take you a few hours to do, we think AI can have it done in a few minutes,” Loyola said. He highlights the use of AI to tag game metadata not just by genre, like “action” or “RPG,” but by emotional and behavioral traits like “engaging” or “long play session,” allowing Gemini to organize the Play Store in ways human curators never could, given how time-consuming it would be. Redefining Compliance and Generative SEOThe conversation shifted to a growing tension in the marketing industry: the rise of “no AI” disclaimers in consumer advertising versus the wholesale adoption of AI in B2B content creation. Kumar Rathnam, the SVP and head of global products, digital, sales & marketing solutions, at Dun & Bradstreet, says his employer has a pragmatic approach to AI adoption. “In B2B marketing, anything that is not human, we are absolutely fine,” Rathnam said, adding that the company draws the line only at synthetic human imagery and video. “The disclaimer doesn’t have to be there, as long as there are no humans involved.”However, the influx of AI-generated content is forcing a complete overhaul of how marketers approach search engine optimization (SEO). Rathnam described a shift from keyword stuffing practices to a “question and answer” architecture that’s designed specifically for AI crawlers and chatbots. “Agents are looking for people to answer questions fast,” he said. This means prioritizing FAQ structures and comparative content that allows large language models to easily cite and synthesize a brand’s authority.Kessinger says the way AI algorithms approach source citations is now evolving. While Reddit once dominated AI summaries, platforms like G2 are gaining ground because they offer verified, bounded audiences. “They get a higher citation because it’s a bound audience. We know who they are,” Kessinger added.Vibe Coding for MarketersA surprising trend emerged when the panel addressed the democratization of software development. The panelists admitted to embracing “vibe coding,” the practice of using natural language prompts to spin up quick, disposable software tools, to solve marketing bottlenecks.Loyola described using vibe-coded solutions for short-term curation problems, such as suppressing game titles related to sensitive global events. “It’s easier to get to a product team with a new feature you need if you have something ready,” Loyola said. “You can just bring them a product instead of 15 pages of technical requests.” Rathnam notes a similar phenomenon, where marketing operations teams build their own agents to analyze campaign data in real-time, bypassing lengthy customer relationship management change processes to prove a concept before scaling it.Yet, with this new power comes a warning about AI’s tendency to please its user. “AI has a bias towards completing the task as quickly as possible. It wants you to say, ‘Great, thank you,’” Loyola said. “It may start to hallucinate or lie just to get it across the finish line. You have to trust it, but you have to check.”The Human at the CoreThe panel’s advice for marketing leaders is to prioritize data integrity and human judgment over loyalty to any platform. Rathnam urges to avoid locking into monolithic “end-to-end” AI platforms that may be obsolete within a year. Instead, he advises focusing on the underlying data pipeline and feedback loops. “Get your data story right,” he said. “Anything you do around data, the accuracy, the coverage, the completeness, is going to help anything that changes in the future.”For Bollinger, the Vaseline story serves as a perfect metaphor for the current moment. Artificial intelligence is powerful enough to simulate human behavior, but its greatest ROI comes from understanding actual humans. “Don’t be afraid,” Bollinger said. “Dive in. There are so many opportunities to augment your teams, but the human has to be at the core of that.”Ade Akin covers artificial intelligence, workplace wellness, HR trends, and digital health solutions.(Photos by Josh Larson for From Day One)

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Live Conference Recap BY Grace Turney | April 28, 2026

Navigating Superintelligence at Work: The Role of Leadership, Trust, and Organizational Readiness

At her dentist’s office not long ago, Sandy Carter found herself in a surprisingly futuristic conversation—not with a doctor, but with a dental hygienist who was explaining how AI was creating a digital twin of Carter’s teeth. The hygienist, eager to keep up with the technology that had entered her workplace, had enrolled in a community college course so she could answer questions from curious patients.For Carter, it was a perfect illustration of the moment we’re in. AI isn’t arriving; it’s already embedded in the everyday tasks of ordinary workplaces, from dental chairs to marketing departments to customer service queues. The question isn’t whether to engage with it, but how to lead people through it.Carter, chief business officer at Unstoppable Domains and author of AI First, Human Always: Embracing a New Mindset for the Era of Superintelligence, shared that conviction, and a great deal of hard-won practical wisdom, during a fireside chat at From Day One’s Silicon Valley conference. In conversation with Steve Koepp, editor in chief and co-founder of From Day One, Carter explored AI adoption, organizational change, and the role of leadership in the AI-era. A Long View on a Fast-Moving TechnologyCarter has been working with AI since 2013, well before the concept became popular and well-known. She was part of the IBM team that deployed AI for Jeopardy! and later helped produce what she calls the first AI-generated cookbook, a collaboration with the Culinary Institute that she describes as an early glimpse of generative AI. “It was kind of like the first taste of Gen AI coming way long ago,” she said.That long view shapes her perspective on the current moment, which she described in her book using a chapter titled “Exponential Baby.” Change is accelerating, she acknowledged, but she’s skeptical of the anxiety it produces. To put the pace of adoption in context, she cited a chart tracking AI usage across millions of people. What it shows surprised even her: roughly 80% of people haven’t used AI at all. About 15% have tried it, but only the free version. Just a small fraction (around 2.5%) have used paid tools that allow them to actually build with AI. And the share developing agents, the most sophisticated form of AI deployment, is barely 1%.Carter signed copies of her book AI First, Human Always for session attendees Her point wasn’t to minimize the urgency, but to dispel the panic. “You’re not behind,” she said. “Everybody doesn’t have the pink cup today.” She was referring to her daughter’s conviction that all her classmates owned a coveted limited-edition Stanley Cup, until Carter called around and discovered that nobody actually had one. “The same thing applies here.”The Trust GapThat doesn’t mean AI adoption is going smoothly. One of the most significant obstacles Carter identified is what she calls the trust gap: a disconnect between how executives perceive AI’s capabilities and how employees experience them on the ground.She pointed to forthcoming research from WalkMe, recently acquired by SAP, which found a 4x trust gap between executives and employees in their confidence around AI. Carter illustrated the problem with a story. She was invited to review an AI dashboard at a Fortune 50 company. The executives walked her through it, everything was green. After they left the room, she turned to the team leads. “I said, ‘Really surprised that your dashboard was all green. I’ve never seen an all green AI dashboard before.’” The team leads confirmed her suspicion. Workarounds had been built; manual processes had been quietly substituted; but the dashboard continued to reflect optimistic metrics. The contrast she offered is Mercedes-Benz, where senior leaders have developed their own agents and brought employees across the entire organization, from assistants to car painters, into rooms together to evaluate where AI works and where it doesn’t. “That’s the best practice that we should be looking at,” Carter said.Agents as TeammatesAt Unstoppable Domains, Carter has put her philosophy into practice. Rather than deploying AI as a tool or using it as cover for layoffs, her team has built a structure in which AI agents function as named teammates, reporting to human managers in an expanded org chart.Inspired by Alice in Wonderland, the team’s 12 agents (including the Red Queen, who handles campaign analysis, and the Mad Hatter, who serves as a brainstorming engine) were chosen collectively, not handed down from the executive suite. The agents report to people managers, and the team has grown its roster from 12 to 45. To incentivize collaboration, when an agent produces something valuable, the human team it supports receives a bonus.The most striking data point from this experiment involves Gen Z workers. Citing a recent survey, Carter noted that 47% of them said they would prefer an AI manager. “It doesn't speak well to the quality of bosses,” said Koepp. But Carter’s explanation was more nuanced. “Why do they want an agent as a manager? Not political. They’re fair. And they don’t care if I work from home.”She sees this as an early sign that agents will eventually take on managerial roles, and that HR needs to be ready for the people questions this raises: Who owns agents? Do they have performance plans? How do you coach managers who are managing both people and AI?The Customer Use CaseFor businesses still on the fence about AI investment, Carter offered a concrete example from her company’s customer service operation. Unstoppable Domains has 4.8 million customers, and its AI agent now handles 48% of all customer service inquiries, without any layoffs. But the story she found most compelling wasn’t the efficiency gain. It was that the company moved to number one in customer satisfaction in its category.The key was rethinking what customer service could do, not just automating what it already did. “Why does customer service just identify a problem?” she asked. Now, when an agent identifies an issue, it can also resolve it, logging the fix in GitHub for an engineer to approve. The agent also flags incoming new customers who run into trouble, prompting personalized outreach from the community support team. New customer acquisition has risen as a result.This is the potential Carter returns to repeatedly: not AI as a cost-cutting mechanism, but AI as a means of raising the ceiling on what’s possible. She cited Deloitte, McKinsey, and a BMW report finding 38% higher productivity when humans and AI work together. “AI plus humans yield stronger results,” she said.What AI-First Leaders Look LikeCarter outlined three qualities she believes define effective AI-first leaders. The first is authenticity: knowing what you understand and what you don’t, and being willing to say so.The second is the capacity to reimagine. The most successful companies she works with don’t start by asking how to automate what they already do. They ask: if we were a startup today, with access to AI, how would we build this function from scratch?The third quality is what she calls being “fearless,” or, in her framing, shifting from brainstorming to what she calls “playstorming.” Executives who want to lead with AI have to be willing to get their hands dirty and fail in front of their teams. “This is not a technology that you can just think about theoretically,” she said. She described vibe coding the AI agent for her own book across 17 different platforms herself, learning from the experience rather than delegating it.Carter closed with what she considers the most important strategic reframe for organizations navigating AI. Most companies approach transformation in the wrong order: they select a platform, then redesign processes, then figure out what to do about people. The companies that fare best flip the sequence entirely: starting with readiness at the human level, then process, then technology.And in that people-first model, she says, HR is central. “I’m going to argue that I think the most important person in the transformation is you guys,” she told the room of HR leaders. “You deal with the people. And I think people is really where it’s at.”Grace Turney is a St. Louis-based writer, artist, and former librarian. See more of her work at graceturney17.wixsite.com/mysite.(Photos by Josh Larson for From Day One)

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What Our Attendees are Saying

Jordan Baker(Attendee) profile picture

“The panels were phenomenal. The breakout sessions were incredibly insightful. I got the opportunity to speak with countless HR leaders who are dedicated to improving people’s lives. I walked away feeling excited about my own future in the business world, knowing that many of today’s people leaders are striving for a more diverse, engaged, and inclusive workforce.”

– Jordan Baker, Emplify
Desiree Booker(Attendee) profile picture

“Thank you, From Day One, for such an important conversation on diversity and inclusion, employee engagement and social impact.”

– Desiree Booker, ColorVizion Lab
Kim Vu(Attendee) profile picture

“Timely and much needed convo about the importance of removing the stigma and providing accessible mental health resources for all employees.”

– Kim Vu, Remitly
Florangela Davila(Attendee) profile picture

“Great discussion about leadership, accountability, transparency and equity. Thanks for having me, From Day One.”

– Florangela Davila, KNKX 88.5 FM
Cory Hewett(Attendee) profile picture

“De-stigmatizing mental health illnesses, engaging stakeholders, arriving at mutually defined definitions for equity, and preventing burnout—these are important topics that I’m delighted are being discussed at the From Day One conference.”

– Cory Hewett, Gimme Vending Inc.
Trisha Stezzi(Attendee) profile picture

“Thank you for bringing speakers and influencers into one space so we can all continue our work scaling up the impact we make in our organizations and in the world!”

– Trisha Stezzi, Significance LLC
Vivian Greentree(Attendee) profile picture

“From Day One provided a full day of phenomenal learning opportunities and best practices in creating & nurturing corporate values while building purposeful relationships with employees, clients, & communities.”

– Vivian Greentree, Fiserv
Chip Maxwell(Attendee) profile picture

“We always enjoy and are impressed by your events, and this was no exception.”

– Chip Maxwell, Emplify
Katy Romero(Attendee) profile picture

“We really enjoyed the event yesterday— such an engaged group of attendees and the content was excellent. I'm feeling great about our decision to partner with FD1 this year.”

– Katy Romero, One Medical
Kayleen Perkins(Attendee) profile picture

“The From Day One Conference in Seattle was filled with people who want to make a positive impact in their company, and build an inclusive culture around diversity and inclusion. Thank you to all the panelists and speakers for sharing their expertise and insights. I'm looking forward to next year's event!”

– Kayleen Perkins, Seattle Children's
Michaela Ayers(Attendee) profile picture

“I had the pleasure of attending From Day One. My favorite session, Getting Bias Out of Our Systems, was such a powerful conversation between local thought leaders.”

– Michaela Ayers, Nourish Events
Sarah J. Rodehorst(Attendee) profile picture

“Inspiring speakers and powerful conversations. Loved meeting so many talented people driving change in their organizations. Thank you From Day One! I look forward to next year’s event!”

– Sarah J. Rodehorst, ePerkz
Angela Prater(Attendee) profile picture

“I had the distinct pleasure of attending From Day One Seattle. The Getting Bias Out of Our Systems discussion was inspirational and eye-opening.”

– Angela Prater, Confluence Health
Joel Stupka(Attendee) profile picture

“From Day One did an amazing job of providing an exceptional experience for both the attendees and vendors. I mean, we had whale sharks and giant manta rays gracefully swimming by on the other side of the hall from our booth!”

– Joel Stupka, SkillCycle
Alexis Hauk(Attendee) profile picture

“Last week I had the honor of moderating a panel on healthy work environments at the From Day One conference in Atlanta. I was so inspired by what these experts had to say about the timely and important topics of mental health in the workplace and the value of nurturing a culture of psychological safety.”

– Alexis Hauk, Emory University