MAICON brings collectively high visionaries and consultants within the area of AI throughout a three-day convention full of actionable classes and networking occasions—all to place you because the change agent your group (and profession) wants. On this ongoing speaker collection, we’re that includes these extraordinary leaders, with forward-looking predictions, actionable suggestions you need to use as we speak, and a preview of their MAICON 2025 classes.
Maila Ruggiero is ABM Supervisor and Co-Lead of the Advertising and marketing AI Council at Snowflake. Her journey with AI started in 2022, when ChatGPT first turned extensively out there. On the time, she was a part of the digital advertising and marketing workforce at VMware and shortly acknowledged the potential of generative AI.
“It’s about how we will use AI to offer our personal abilities superpowers,” she explains. “Taking what you are already superior at and what you’re an skilled in, and pairing that with AI to amplify your earlier affect.”
Seeing the chance for innovation at VMware, Maila linked with like-minded colleagues, forming one of many first Advertising and marketing AI Councils in B2B expertise. She helped safe CMO sponsorship and funding, ultimately taking a management function within the inner AI technique for world advertising and marketing at VMware.
Her hands-on expertise paved the way in which for her present function at Snowflake, the place she co-leads a cross-functional workforce of seven on the Advertising and marketing AI Council. There, she focuses on rising AI adoption, selling accountable use, and constructing frameworks to speed up AI-driven advertising and marketing initiatives.
“I’m a agency believer that each marketer can study the abilities to be a builder to some extent,” she says. “The boundaries from taking an thought and constructing a prototype have by no means been decrease.
“You used to want to know tips on how to code, however LLMs unlock a brand new wave of AI-powered options that may be constructed by non-technical individuals.”
Maila approaches her work with the objective of “out-innovating” herself and serving to different groups do the identical. At MAICON, she’ll share sensible methods for main AI initiatives that ship measurable outcomes.
Session Preview: The Constructing Blocks for AI Innovation
AI adoption and ongoing innovation can really feel insurmountable at first, however you don’t want a technical background to create AI fashions.
On this session, Maila will share the “particular constructing blocks” to drive each adoption and innovation at scale and the teachings realized rolling up her sleeves to construct proof of worth. Anticipate actionable insights and real-world examples, together with perception into the entire following:
Fingers-on labs to decrease the barrier to constructing
Co-created use instances that show AI’s worth in collaboration with human experience
Tying adoption to management priorities to create a system that lasts
Fostering a tradition of builders the place each workforce member feels empowered to innovate
Sensible suggestions from a marketer who went from experimenting with prompts to constructing options
You’ll go away with sensible methods to launch and lead your personal AI initiatives from the bottom up.
Lesson(s) Realized: Shifting Tradition, Not Simply Instruments
“Govt AI rollouts don’t assure worker adoption,” Maila explains. “That disconnect could make or break the general affect and lots of firms are operating into it proper now. The important thing to adoption is when individuals don’t really feel like AI is ‘being performed to them’ and begin seeing it as theirs to personal.”
The second individuals understand that their very own distinctive strengths, experience and judgment is what makes these instruments useful is while you begin to shift a tradition that embraces constructing with AI. That is why it’s crucial to have devoted sources and methods that encourage accountable experimentation, frameworks that assist spot alternatives, and coaching that reveals the human’s function in making AI useful.
“At Snowflake, we’ve seen adoption develop not as a result of it was mandated, however as a result of entrepreneurs skilled firsthand how attainable it’s to co-create and construct with AI,” says Maila.
In order for you AI use at your organization to maneuver past treating LLMs like one other search engine, you might want to create the circumstances the place workers can construct workflow options themselves. That’s how you modify the perceptions and behaviors from shoppers to lively builders and actually begin to rework the way in which groups work and resolve every day challenges.
Wanting Forward: The Rise of AI Workflow Designers
Maila predicts the emergence of a brand new kind {of professional}: the AI workflow designer.
These roles will doubtless come from entrepreneurs, undertaking managers, and operations leaders who already know the every day ache factors of groups and might prototype options by utilizing prompts, templates, and low-code instruments.
“They will not essentially write code however would architect how AI will get utilized in actual work,” Maila mentioned.
Hyperlinks We Like
Weblog: AI-Pushed ABM: Scaling Precision and Impression for B2B Progress
Personalised advert copy is essential for ABM success, however creating it at scale generally is a problem. To sort out this, Maila examined whether or not AI-generated advert copy may drive increased engagement and enhance marketing campaign ROI.
Working with Snowflake’s model workforce, Maila used Cortex AI to craft prompts and tips for a big language mannequin, then constructed a Streamlit app to streamline the method. The outcomes have been spectacular: campaigns utilizing AI-generated copy achieved a 54% raise in click-through charges in comparison with the unique inventive.
“With AI, we not have to decide on between effectivity and personalization — we will have each,” says Maila. “Now we will scale messaging that cuts by means of the noise and actually speaks to prospects’ wants, challenges, and targets.”
From Unmatched Knowledge to A whole lot Extra Conferences: Snowflake’s AI-Pushed Advertising and marketing Breakthroughs
On this put up, dive into how Snowflake’s advertising and marketing intelligence and developer relationships groups are utilizing Snowflake AI instruments to drive important enhancements in how they join with clients and allocate sources.
Maila’s Session at MAICON
Proving the Attainable: Classes from an AI Council Chief Turned Builder
What does it take to steer AI innovation whereas rolling up your sleeves to create affect?
On this session, Maila Ruggiero, ABM Supervisor at Snowflake and two-time founding member of Advertising and marketing AI Councils, shares her journey from strategist to builder—proving that anybody, no matter technical background, can create AI fashions that drive measurable outcomes.
Recognizing {that a} clear AI path wasn’t but absolutely outlined, Ruggiero targeted on leveraging inner sources to convey AI innovation from the bottom up. After six months of trial and error with completely different prompting strategies, she constructed a mannequin that generated hyper-personalized, account-specific messaging that was on-brand and outperformed historic benchmarks. That single undertaking turned a proof of worth and impressed the launch of an AI Council at Snowflake.
Attendees will go away with sensible insights and inspiration for main AI initiatives inside their very own groups.
Preserve Up with Maila (and AI)
Observe Maila’s journey and keep impressed by her insights on AI and advertising and marketing innovation.
Be a part of Us at MAICON 2025
Advertising and marketing Synthetic Intelligence Convention (MAICON) was created for advertising and marketing leaders and practitioners searching for to drive the following frontier of digital advertising and marketing transformation inside their organizations.
We’re excited to host our fifth annual MAICON—Advertising and marketing AI Convention—at this pivotal level for our business. Be a part of us from October 14 to 16, 2025, in Cleveland, Ohio, and use the particular code SPEAKERSERIES100 at checkout to obtain $100 off your registration!
