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Live Conference Recap BY Jessica Swenson | February 18, 2026

Effective Marketing in Lean Times: Creative Approaches to Delivering Value

“When you have a really lean budget, learning how to speak the language of your C-suite will either stop your budget from getting cut more, or potentially get you back to earning a little bit more of that budget,” said Jessica Bryant, SVP of marketing for NCR Voyix. During times of economic uncertainty, organizations place increased scrutiny on strategies and budgets—even those in marketing.Driving marketing value in a challenging economy was the topic of an executive panel discussion moderated by marketing journalist Lisa Lacy at From Day One’s Atlanta marketing conference.To show the distinct value of her team’s work, Bryant has shifted her C-suite reporting from vanity metrics like impressions and traffic to data that demonstrates revenue impact. “I took a different tack and brought it down the funnel to talk about the things marketing is doing that are actually driving your pipeline, or increasing your sales velocity, or increasing your cycles. And that changed the conversation,” she said.Katie Conrad, general manager of customer performance and insights at Delta, went a similar route. By “being the experts in what we’re doing, that changes customer behavior,” Conrad and team use data points to focus on and illustrate those changes.Since Covid and beyond, companies have responded to budget pressures in a variety of ways as the economy evolves. Delta has leaned into known growth areas, Conrad says, such as high-performing demographics and segments, as well as places where customers are already signaling purchase intent. Once those are identified, from a channel perspective she asks, “How do you truly make sure that whatever is driving that purchase, whether through social commerce or paid search, is protected right before the purchase?”The panelists explored how marketing teams can sustain growth and prove value when budgets tightenRelying on proven partners to ensure stability during new product launches is an approach that Anya Dawkins Johnson, VP of marketing and commercial strategy at TNT Sports, Warner Bros. Discovery, has adopted. “Using tried and true partners is the way that we've flexed into that. Knowing what works, aligning with partners where there are measurement studies and things like that attached.”Johnson also ensures clear ROI reporting to reassure senior leaders and uses hyper-targeted marketing to keep sports relevant to its audience. “We live in a world where consumption shifts are happening in real-time,” she said. “It’s good to advertise in the cable ecosystem, but also outside of it. And then, of course, social is another way to be hyper-targeted. Be where your fans are and remind them of what we have on our suite of networks.”Innovation With Minimal RiskThere are many ways to test new campaigns and processes with minimal financial or business risk. Conrad suggests involving data teams up front and using their forecasting capabilities to estimate potential impact. Johnson recommends leveraging beta opportunities, in part because of built-in perks or data reporting. TNT Sports works with partners running beta programs to experiment with new advertising concepts. “Usually there are some perks that come along with being one of the first to try something. And usually there’s a measurement study associated with it, because they want to see if it works and how we like it as well.”“Start small and fail fast,” said Bryant, advocating for contained experimentation. “Figure out what you want to measure, define it clearly, and measure that metric, then if you don’t see the change [you want], fail fast. Try something different.” There’s also more time in the day to be innovative in the age of AI. Panelists agreed that generative AI adds value by eliminating low-level tasks and accelerating work on higher-value ones.Bryant says the company utilizes AI to reduce its reliance on agency partners for concepting and in-house asset production, but also cautions against overuse or decision-making. Many team meetings start with AI insights, which she says “is great, but I also want that creativity and that authenticity from humans as well, as our brand is unique. AI doesn’t necessarily know everything about our brand yet, so we need to be careful within that.”There are two primary use cases for AI at Delta, says Conrad: creative efficiencies and analytics. Her team uses Adobe tools to “pull and synthesize insights for the everyday marketer” while also empowering the rest of the analytics department through dashboard access.The sameness of AI outputs will only emerge if broader strategy is outsourced to AI. “If you come in with a strategy based on your knowledge and expertise in the brand, it shouldn’t,” Conrad said.Bryant cautions that “untrained marketers [can] create sameness” as well. However, once marketers are trained in prompt engineering, she agrees that “if your prompt has nuance, if it has originality, if it has that untapped framing that only your brand can have, then that sameness goes away 100%.”Citing a 600% year-over-year jump in the use of AI for Cyber Monday shopping and trip planning, content plans need to expand from traditional SEO to include generative engine optimization (GEO), says Conrad. Delta is adjusting its paid search parameters to broader terms, she says, to allow for flexibility in AI interpretation.Reconsidering Priorities for Continued SuccessNCR Voyix has reduced its spend on large-scale video production in the last 18 months, says Bryant, favoring shorter, more authentic content. This shift has resulted in lower production costs, but has also seen stronger performance. “That has really worked very well for us, and actually outperformed a lot of the bigger things that we were doing.”Conrad endorses optimizing the mix of marketing campaigns and channels. Fewer, more focused campaigns will be more effective, she says, than a larger volume of ad-hoc campaigns, ensuring the impact of your media spend.Skills like curiosity and lifelong learning are crucial to the future of marketing as well, said Johnson. “Being an eternal learner will never hurt you, whether it’s AI or whatever the next thing is, there will always be something [to learn].” Jessica Swenson is a freelance writer and proofreader based in the Midwest. Learn more about her at jmswensonllc.com.(Photos by Josh Larson for From Day One)

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Live Conference Recap BY Katie Chambers | February 18, 2026

How AI Is Reshaping Talent Acquisition and the Candidate Experience

While much fuss has been made about the negatives of AI, its greatest benefits, like research, speed, and data processing, are aligned with the needs of an HR department overwhelmed with information during the talent acquisition process. “The AI sweet spot is gathering, synthesizing, and summarizing information, stopping short of decision-making, but certainly helping recruiters, hiring managers, and talent acquisition professionals get to know the inputs on their candidates a bit better,” said Craig Ellis, Ph.D., head I/O psychologist, HighMatch. This information includes skills alignment, level of experience, cultural match, and even the candidate’s desire for the role. Ellis spoke on an executive panel discussion at From Day One’s Atlanta conference about making talent acquisition more efficient and inclusive. “Where I’ve seen AI really show efficiency gains, particularly in the talent acquisition space, is around areas where we can infer at a large scale. So, think screening candidates, resume reviews, scheduling interviews, even communication with candidates. AI is helpful in making that a very efficient process,” said Emily Clark, VP at BlackRock. It can even help boost diversity in hiring by automatically removing or hiding identifying characteristics like names, addresses, or graduation years, eliminating the natural temptation to make assumptions. AI can not only sort applications but help with more proactive headhunting for executive-level positions. “AI helps us to radically identify the right candidates faster, because it allows us to have access to information that used to take 10 minutes to get. We can get it in a few seconds,” said Bert Hensley, chairman and CEO of Morgan Samuels Company. “If we’re looking for a candidate that's going to be a CFO of a certain size business in a certain market segment, we can find those companies and know how to sort them by the size of the business and how much they’ve grown, versus taking so much time to find each one of those [criteria].” He cautions that HR still needs to do its due diligence in vetting, but can use AI to at least generate lists and identify appropriate candidates for further human review.Salvador Ortega, global VP of HR at Newell Brands, says HR professionals need not fear being replaced by AI; instead, AI can augment their work. “It's more about how we elevate our value as human beings,” he said, citing research that has shown that AI has already taken over approximately 50% of most talent acquisition tasks. “So, the main question for us is, what are we going to do with this 50% of our time that is free now? And that's where the magic is going to come.” Panelists spoke about "Making Talent Acquisition More Efficient, Inclusive, and Personalized"That magic, in part, comes down to human intuition. “AI doesn't have the ability to use instinct as humans do, connecting the right person with the right job,” said moderator Leon Stafford, senior business journalist. “Do you have concerns that AI could overlook great talent because a candidate doesn’t quite fit the bill in areas that you could obviously see in a one-on-one interview?” Panelists agreed that one of HR’s key roles is helping organizational leaders articulate not just the kind of candidate they want, but also the type of candidate they need. This is a type of complex, intuitive thinking and level of communication, often relying on more than just printed words, that AI cannot accomplish on its own.“[AI is] not able to look at nuances. It’s not able to have the empathy that we’re looking for or the context [for] what the situation might be,” Clark said. For example, AI cannot identify potential in a person’s resume. “That’s where human interaction is required in the hiring process. And as with implementing any other technology, staff must be trained on how to make the most of AI. That means pushing hiring managers to clearly articulate the exact kind of candidates they need and teaching them how to write highly specific, accurate, and informed prompts. In terms of hiring for C-Suite roles, Ellis says, “AI makes a really good co-pilot. It makes a really bad pilot.” In other words, while it can support the C-suite hiring process, it cannot properly evaluate senior-level candidates. “People are complex, and C-suite jobs are complex, and the intersection of those two things is exponentially complex. That human side of C-level evaluation is incredibly valuable: that judgment and that nuance and that ability to ask follow-up questions and probing questions.” AI Best PracticesWhen employing AI in your hiring practice, transparency and boundaries are essential. Clark suggests letting candidates know up front whether AI is being used to parse resumes and match them to job descriptions, which, in turn, gives them permission to use it as well. But boundaries need to be set for when the technology needs to be put away. “I recommend that you tell the candidate, ‘It’s totally reasonable and understandable if you want to use AI to look at questions that we might ask during the interview [and] prep for responses. We do not allow you to use AI in the interview itself,” she said. The signs of a candidate using AI during an interview are usually clear, such as reading off the screen, looking to the side, or having an AI agent on the Zoom call. It tends to be recent college graduates who rely on it the most, Clark says, because they’re so used to it. HR managers should prepare interview questions that deliberately undermine a candidate’s ability to use AI, forcing them to respond in real time if they are not already doing so. “You, as an organization, have to design your interviews to test what AI cannot do. You’re going to want to design your interview questions to look at real-time judgment, critical thinking, communications, and rationale through ambiguity. AI cannot do any of that with ease.” Ellis notes that follow-up questions that deliberately encourage rephrasing and reflection can also force a candidate to go “off-script,” since AI often cannot remember its previous responses.In seeking out future HR leaders themselves, companies should focus on hiring for critical thinking, human intuition, and data analytics skills—competencies that align with an increasingly AI-dependent industry. “You can do more today in really helping your CEO and your organization be proactive instead of being reactive,” Hensley said. Katie Chambers is a freelance writer and award-winning communications executive with a lifelong commitment to supporting artists and advocating for inclusion. Her work has been seen in HuffPost, Top Think, and several printed essay collections, and she has appeared on Cheddar News, iWomanTV, On New Jersey, and CBS New York.(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