Fixing Shadow AI and Tool Sprawl in Enterprise Marketing - with Gillian Hinkle of Salesforce

Today's guest is Gillian Hinkle, Senior Director of Growth & Digital Marketing for Heroku at Salesforce. Gillian brings extensive experience in enterprise growth strategy, digital operations, and the practical deployment of data and AI across complex marketing and revenue workflows. Gillian joins Emerj Editorial Director Matthew DeMello to explore how enterprise leaders can distinguish automation from true AI, design human-in-the-loop systems, and deploy generative and agentic tools responsibly inside real-world data environments. The conversation also examines how to reduce tool sprawl, strengthen data governance, and focus AI initiatives on high-impact workflows like lead qualification and customer service handoffs to drive measurable efficiency, improve employee engagement, and lower compliance and brand risk. Want to share your AI adoption story with executive peers? Click emerj.com/expert2 for more information and to be a potential future guest on the 'AI in Business' podcast! If you've enjoyed or benefited from some of the insights of this episode, consider leaving us a five-star review on Apple Podcasts, and let us know what you learned, found helpful, or liked most about this show!