What AI-Native Marketing Teams Do Differently: A Working Session in Claude

Most marketing teams now use AI tools, but few have redesigned their workflows around them. McKinsey's 2026 State of AI survey found nearly nine in ten organisations use AI in at least one function, yet only a quarter of them have fundamentally redesigned how the work gets done. In this 90-minute Build Club session, we examine how AI-native marketing and advertising organisations structure their work, drawing on McKinsey's State of AI research, Zapier's AI fluency framework for marketers, and 2026 case studies from L'Oréal and Thinkerbell's work for Menulog.

In the second half, participants work in Claude to rebuild tasks they do every week, such as writing a creative brief or turning campaign data into a report, and compare the result with how the work gets done now.

Attendees leave with the workflows they built and a clearer view of where their own organisation sits.

Bring a laptop with a paid Claude account. No prior experience with Claude is needed.