Asana CMO Prachi Gore: AI's biggest marketing opportunity lies beyond content creation
Prachi Gore, chief marketing officer at Asana, argues that AI's most valuable use in marketing sits outside content creation, in agents that reshape workflows, B2B buying and growth. Her comments appear in a podcast published by The Trade Desk, hosted through Simplecast, an AdsWizz company. Gore treats AI-generated content as the early, visible use case that most marketers have already adopted. She argues the bigger change happens inside agents that restructure day-to-day processes and how business buyers research and purchase software.
Budgets built only around AI content tools miss the shift Gore is describing: internal workflows and B2B purchasing processes increasingly run through AI agents replacing static software menus. Agencies advising clients on AI adoption get a cue to widen pilots beyond copywriting and creative generation, into agents that touch planning workflows and vendor evaluation, tracking how those agents change output and decision speed over time.