Published on 2025-06-12 13:04
At this week’s MarketingProfs B2B Forum in Boston, I showed marketers how AI teammates work in workflows.
People know the words “AI teammate” and “orchestrate custom GPTs together.” They kind of know what it means. But they don’t really know until they see it done in something they can relate to. That’s when the lightbulbs turn on.
Here’s what I showed:
Building GPTs with critical thinking baked in (not just “give me 5 ideas” but “suggest counterintuitive narratives, show me your rationale, give me the pros and cons”)
Orchestrating GPTs where Content GPT creates draft articles that aren’t AI slop → Webinar GPT builds webinar plans on the topic → Email GPT creates email invitation options for the webinar → Social GPT writes draft LinkedIn posts promoting the event. Each sees the full conversation. Nothing gets lost in handoffs.
A real marketing team working alongside 100+ AI teammates. Not just faster work, but better results and real growth.
People shared with me after the session:
“I’ve been too lazy in prompting it. Not giving enough context or pushing it to offer different points of view.”
“I didn’t realize I could connect GPTs together easily to create a workflow. I’ve been manually cutting and pasting between them.”
“I can’t wait to tell my team about this and start building. We need to use it for more than individual productivity and break silos.”
The gap is mental model, not technical. Most people understand WHY to use AI and WHAT it can do. What they’re missing is HOW to guide it like a teammate and orchestrate it.
When we use AI primarily to do old work faster, we’re building the business case for fewer humans. When we reimagine workflows around what AI makes possible, we build the business case for what humans are essential for: strategic judgment, ethical decisions, the passion that drives innovation.
This reorganizes work around customer outcomes instead of department handoffs. The gap between “who knows what” and “what needs to be done” gets smaller.
#MPB2B #MarketingProfs