Building an AI-Native Marketing Organization Through Failure: Designing Teams That Move with AI

Session Overview

Marketing organizations have evolved from being centered on individual capability to being driven by systems. In the past, results depended heavily on standout marketers. But as data and tools advanced, performance began to come from structure—how teams operate and execute as a whole.

In the AI era, the key is not simply “using AI tools,” but building organizations that move with AI—where experimentation, analysis, and execution connect as one continuous flow.

AJD’s AI systems were not built perfectly from the start. They were shaped through countless failures—reworking automations that didn’t function in the field and improving inefficient models again and again.

Ultimately, performance in the AI era still comes from people—enabled by structures that allow them to focus on higher-impact work. An AI-Native organization is one where execution never stops and failure becomes an asset.

Speaker

Hannes Lee

CMO

AJD

Hannes Lee is the CMO of AJD. He began his career as an International Sales Manager in Sweden and has spent the past decade working across Korea and overseas.

He has driven growth across startups and large enterprises with a focus on growth marketing, CRM automation, data-driven experimentation, and organizational design. He is deeply interested in moving beyond individual-dependent marketing toward systems and structures that consistently deliver results.

Today, he explores how to design AI-Native organizations that go beyond automation and continuously execute and evolve with AI. At AJD, he focuses on building sustainable growth systems that connect technology, people, data, and real-world execution.