{
  "id": 16186225,
  "title": "Twilio CMO: We shrank 2 weeks of work down to one day with AI. Then the unsexy work began",
  "url": "https://urgent.news/2026/10/23/twilio-cmo-we-shrank-2-weeks-of-work-down-to-one-day-with-ai-then-the",
  "topic": "ai",
  "section": "AI",
  "published": "2026-10-23T11:30:00.000Z",
  "source": {
    "name": "Fortune",
    "slug": "fortune",
    "url": "https://fortune.com/2026/10/23/twilio-cmo-we-shrank-2-weeks-of-work-down-to-one/"
  },
  "original_language": "en",
  "account": "Twilio's Chief Marketing Officer (CMO) reveals how their marketing team slashed a two-week campaign cycle down to a single day using AI. However, the team emphasizes that the actual transformation has been in the \"ugly\" work that comes before the flashy results.\n\nThis groundwork includes ensuring brand consistency, maintaining data quality, and integrating various AI models. Many companies skip this crucial step, which is why surveys show that while 86% of firms believe customers are satisfied with AI-powered services, only 51% of customers agree.\n\nThe CMO highlights three phases of AI adoption in enterprise settings:\n1) Personal productivity where individuals use AI to work faster,\n2) Teams working with AI to move work forward through shared workflows and reengineered processes, and\n3) Workflows transforming to run autonomously at scale end-to-end.\n\nCurrently, most companies find themselves in the first two phases. The CMO warns that without investing in the foundational work, AI adoption risks failing to deliver on its promises. Companies need to be honest about where they are in the adoption journey and focus on the \"unsexy\" infrastructure before expecting headlines-worthy results.",
  "summary": "Our marketing team went from three account-based campaigns a quarter to as many as 15. The model couldn't do our data, governance and integration work.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}