Marketing Operations Practical insights
Measure which marketing workflows actually use AI
Connect AI activity to accepted marketing deliverables and recurring tasks so adoption reporting reveals useful work rather than logins alone.
AI access is an input to adoption, not evidence that work has improved. A team can activate many accounts while continuing to complete its important tasks elsewhere. Measure the connection between AI activity and accepted deliverables before deciding whether to expand the rollout.
Name the recurring workflow
Choose a recognizable task, such as preparing a weekly campaign report. Record who owns it, how often it occurs and what counts as completion. Keep experimentation separate from routine production so a one-off demonstration does not appear as a permanently adopted process.
Connect activity to the output
HubSpot’s current Agent Hub documentation describes viewing active agents and their results in a shared workspace. [1] Use available product telemetry as one evidence source, then connect it to a campaign, report or resolved task. Protect employee privacy and avoid collecting entire conversations when a task identifier and outcome are sufficient.
Look for adoption that survives repetition
For an illustrative monthly review, compare the number of eligible reporting tasks with those completed using the approved AI workflow. Inspect accepted reports, material corrections and work that reverted to the previous method. A high login count alongside frequent abandonment points to a workflow problem worth investigating.
Use the findings to improve the process
Ask people where they lose time: missing data, unclear instructions, unreliable output or slow approval. Fix the common obstacle and compare the next cycle. Report both sustained usage and accepted work, with the definition of each. This makes adoption a practical improvement exercise rather than a competition to produce the largest activity number.
Sources and evidence
Sources checked on 4 October 2026. Proposed workflows and hypothetical examples are editorial analysis.
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