Every marketing org now has the AI capability. The tools are bought, the pilots are running, the vendor demos are done. What most don't have is a way to turn that capability into actual business value. The gap isn't technical. It's human: unclear ownership, teams that haven't built the muscle to use the tools well, and no operating model for how AI actually gets embedded into daily work. Buying the stack was the easy part. This keynote makes the case that AI transformation succeeds or stalls on people and process, not tooling. It walks through what it actually takes to move an organization from "we have AI" to "AI is how we work" — covering team fluency, change management, and the operational scaffolding that makes adoption stick rather than stalling out after the first pilot. Key takeaways: - Why most AI initiatives stall after the pilot phase, and what separates the ones that don't - A practical framework for building team fluency and buy-in, not just access to tools - How to define ownership and process so AI adoption survives beyond the champion who introduced it