Most companies are using AI to do the same work faster. The real opportunity is to change the work entirely—and that’s a leadership decision, not a technology one. This panel explores how organizations can move beyond incremental efficiency to true transformation. Through the lens of reinventing a marketing and communications function, we’ll show how nontechnical teams can reimagine workflows, automate hundreds of tasks, and build AI assistants to support execution at scale. The result: faster time to market and higher productivity. More importantly, it reveals AI’s true value—context—and how leaders must rethink how work is structured, assigned, and executed.