Gen AI Marketing Ops: How Workforce Transformation Enables It

In 2026, healthcare organizations stand at a crossroads: either master AI or be left stranded on the digital battlefield. This session unveils a bold blueprint from Intermountain Health, where HR and Marketing shattered functional silos to co-architect an AI-driven transformation that turbocharged both patient engagement and workforce capability. Attendees will witness how generative AI, conversational copilots and robotic process automation have been woven into everyday operations, automating content creation, streamlining campaign workflows and surfacing real-time patient insights. But the real breakthrough wasn't technology alone; it was the strategic alliance between HR's change-management rigor and Marketing's creative agility. Together, they designed a turnkey upskilling academy that enabled hundreds of employees, from front-line caregivers to executive leaders, to achieve AI fluency within months, not years.

Short-term outcomes include a reduction in content production time, an increase in campaign ROI and a rise in digital touchpoints per patient. The long-term impact is a self-sustaining culture of innovation where AI literacy is a baseline competency and cross-departmental collaboration is the norm, not the exception. This session addresses critical gaps in most healthcare systems today: the lack of a unified AI adoption framework and the persistent divide between technical teams and business stakeholders. Through candid case studies and frank discussion of pitfalls—resistance to change, vendor overpromise and skill-gap bottlenecks—you will learn:

• How to architect an end-to-end AI enablement strategy that aligns with brand values and clinical imperatives


• Which leadership behaviors catalyze rapid adoption, from executive sponsorship to transparent feedback loops


• Practical tools for co-designing training curricula that transform apprehension into enthusiasm and token pilot programs into enterprisewide scale

Leave this session armed with a provocative challenge: If your organization isn't already engineering similar HR-Marketing coalitions around AI, you're surrendering ground to more nimble competitors—and risking irrelevance in the AI era.