Events Creative Operations Summit Los Angeles 2026 Track 1 The Fragmentation Trap: Navigating Tech Sprawl in Enterprise Marketing

AI is accelerating a fragmentation problem that already existed in how creative organizations are structured. As teams quickly adopt AI tools, they risk rebuilding the same silos in technology that their organizations have spent years trying to break down. This is fundamentally an operating model problem, not a technology problem; AI just makes the cost of getting the model wrong show up much faster. We'll explore how to spot this pattern early, where human judgment must anchor AI-driven work, and a practical model for testing AI use cases externally before scaling them in-house.