Carmen Gerea.

AI adoption for marketing teams

I help marketing teams move from isolated AI experiments to concrete workflows: prioritized use cases, hands-on training and quality standards that protect the brand.

The team uses AI, but the business doesn't notice

Most teams already try AI tools on their own. The problem goes beyond access: it is the lack of a method to turn those uses into measurable marketing results. Or, quite simply, AI is being used to generate more generic content with no identity or soul. Teams may even keep paying for underused work tools instead of building tools tailored to their processes that truly strengthen creativity and expand their capabilities.

  • 01

    Isolated experiments, no system

    Everyone uses AI their own way. There are no agreed use cases, no quality standards and no shared learning across the team.

  • 02

    Fast content, but generic

    Production speeds up, but brand voice gets diluted and content starts looking more and more like the competition's.

  • 03

    Tools disconnected from the processes

    Licenses get bought and pilots run, but AI never enters the day-to-day process of planning, production and measurement.

  • 04

    No governance or measurement criteria

    Clear rules on data, human review and metrics are missing, making it difficult to know whether AI is improving the work or is only a gadget.

How I approach AI adoption in marketing

I aim to foster an experimentation mindset, establish working habits and develop systems thinking. With the return of the generalist profile, these three elements are fundamental, alongside a methodology for bringing AI into the organization's day-to-day work through:

  • 01

    Maturity diagnostic

    Mapping team tasks, current AI use, risks and highest-impact opportunities according to the organizational context.

  • 02

    Prioritized use cases

    Selection of 3 to 5 concrete use cases (content, research, SEO, campaigns and internal tools).

  • 03

    Workflows and training

    Design of AI-assisted workflows, a shared prompt library for the team and hands-on training sessions.

  • 04

    Governance and measurement

    Quality criteria, human review, data usage and metrics to sustain adoption over time.

Related cases

Experience applying generative AI to content, voice and marketing workflows, and supporting digital transformation in B2B companies.

See the full project portfolio →

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Frequently asked questions

Schedule

Let's talk about AI in your team.

In 30 minutes we'll review how your team uses AI today, which use case would have the most impact, and whether this work can help.

Chile time (Santiago) · GMT -03:00

No available times in the coming days. Write to me at carmen@freed.tools and we'll coordinate.