Scaling Smarter: How Integrating AI Workflows Solve Real Business Problems

Every marketing org has run an AI pilot. Few make it stick. Drawing on scaling Reckitt's Genesis AI platform across 15+ markets and 1,600+ users, Ishaan Kaul makes the case that building the AI is the easier 20% , getting people to actually change how they work is the tough 80%. This session breaks down the adoption playbook behind that scale-up, why most AI initiatives stall before they take hold, and what marketers can take back to their own teams this week. Session captured at MAD//Fest London 2026 Speaker: Ishaan Kaul, Director, AI Transformation & Creative Tech, Reckitt