Writer and the Real ROI of AI at Work, Beyond Productivity Metrics

What does AI at work really look like once the conference buzz fades and teams have to turn ambition into execution?In this episode of the AI at Work Podcast, I sit down with Diego Lomanto, Chief Marketing Officer at Writer, to unpack how marketing teams are actually using AI and agents inside real enterprise workflows. Diego brings a grounded perspective shaped by more than two decades in enterprise software, spanning analytics, automation, and now AI, including his time leading product marketing at UiPath during its rapid growth years.We talk candidly about why AI adoption often stalls inside organizations, not because of the technology, but because leadership behavior, operating models, and incentives fail to evolve. Diego explains why C-level executives need to get hands-on first, why AI should be treated as a transformation of how work gets done rather than another IT rollout, and how marketing leaders need to rethink team structure, workflows, and success metrics in an agent-driven world.The conversation digs into what Diego calls an agentic marketing playbook, where AI handles speed and scale while humans remain firmly in charge of narrative, judgment, and creative direction. From automating repetitive content workflows to freeing up time for deeper customer relationships and high-touch engagement, Diego shares how Writer and its customers, including large consumer brands and regulated enterprises, are using agents to support people rather than sideline them.We also explore how Writer uses its own technology internally, what surprised Diego once AI agents were fully embedded into day-to-day marketing operations, and why change management and AI literacy matter just as much as model quality. As organizations look ahead to 2026, this episode offers a clear-eyed view of where AI-driven work is heading next, from departmental orchestration to deeper collaboration across marketing, sales, and product teams.If AI is quickly becoming table stakes, how will your organization use it to automate the repeatable while keeping humans as the real source of differentiation?Useful LinksConnect with Diego LomantoLearn More About WriterDenodo sponsors Tech Talks Network