Do More: Approach AI with an abundance mindset.

In fact, 74% of companies struggle to achieve value from their AI investments, and 66% can’t pin down the ROI they were promised​​.

It doesn’t have to be this way.

In our latest Futureproof Project virtual session, 30 CMOs and Traction subject matter experts came together to delve into the real conversations that marketers are having about AI. We explored practical strategies to demystify AI adoption, and to make it less about hype and more about actionable impact.

1. The Current Landscape of AI in Marketing

“Marketing AI” is the gluten-free of the ad world—it’s a label you see everywhere, but it’s not all that clear what it truly means for your business.

While the potential is immense, marketers face challenges ranging from IT bottlenecks to governance issues. The disillusionment is real: Only 4% of companies report substantial value from their AI efforts. It’s clear that without the right frameworks, AI risks becoming just another overhyped tool​​.

2. Enabling Global Brand Management with Canva Enterprise

One of the most practical solutions discussed was Traction’s partnership with Canva Enterprise. Imagine creating a quarter’s worth of content in just one day without ever hearing “that’s off-brand” again. For marketing leaders, tools like Canva represent not just efficiency but a path to creating meaningful, aligned work.

This platform is a game-changer for brand management at scale:

Traction Solutions for Canva Enterprise

To help brands unlock the full potential of Canva Enterprise, Traction offers tailored solutions at every stage:

Whether you’re looking to streamline workflows, empower your team, or scale creative production globally, Traction and Canva Enterprise can help you get there.

3. From Workflows to Creative Scale: Harnessing AI for Production

Creative bottlenecks have long been a challenge for marketers, but AI is shifting the focus from tedious production tasks to ideation and innovation. The key lies in understanding that every task requires its own workflow and the right tool for the job.

For example:

In one experiment, an AI-generated background was so lifelike that even industry professionals couldn’t tell it apart from the original. With these tools at your disposal, scalability becomes more than just efficiency—it transforms how we create and connect with audiences on a deeper level.

4. Agentic AI: The Workforce Revolution

Enter agentic AI—the next frontier. Agents will be everywhere in 2025.

AI-powered agents can master repeatable tasks, like managing CRM workflows or processing thousands of creative assets in minutes. They’re not just assistants but autonomous workers capable of learning and improving as they go. With AI managing the mundane, routine operations, your teams can focus on the work they do best: strategy and storytelling.

The diagram below illustrates an example of a workflow in the fashion industry. It shows where agents can supplement humans as "digital workers" to handle repeatable tasks within and across multiple platforms in a creative asset workflow.

5. Getting Started: The Three Pillars of AI Adoption

Traction recommends a “crawl, walk, run” approach to AI adoption:

Success lies not in boiling the ocean but in taking small, actionable steps that lead to long-term transformation​. To learn more about Traction’s framework for AI Adoption, drop us a line.

The narrative around AI often leans into complexity and hype, but the reality is more accessible: the tools and strategies to start generating value are already within reach. From leveraging solutions like Canva Enterprise to refining production through AI-driven workflows and exploring the potential of agentic AI, the path to impactful implementation is clear.

The real challenge isn’t the technology—it’s how we choose to use it. AI won’t take your job. But the marketer who knows how to effectively integrate AI into their toolkit? They’ll be the one to drive the next wave of innovation.

Now is the time to embrace AI as a partner, not a threat, and unlock its potential for your team and brand.

Action Items for Marketers:

Join the conversation at Traction, we believe in building a community of learners. Let’s tackle AI adoption together—reach out to explore how we can accelerate your journey.