Transforming Marketing in the Agentic Era

Moving beyond individual AI productivity, discover how Google Public Sector is transforming marketing workflows, building an AI-native culture, and empowering marketers to focus on higher-value strategic work.

Presenter: Katharyn White, Director of Marketing, Google Public Sector

AI can make individual marketers more productive, but transforming an entire marketing organization requires a different approach. Many B2G teams remain focused on isolated experiments, struggling to move beyond tactical AI use or overcome established processes.

In this GAIN 2026 closing keynote, Katharyn White, Director of Marketing at Google Public Sector, shares how her team is moving toward an AI-native marketing operating model. From team-wide hackathons and immersion offsites to focused five-week sprint pods addressing pipeline acceleration and market responsiveness, she explores practical ways to build an AI-builder culture among non-technical marketers, redesign workflows, and create more room for creative thinking and strategic leadership.

This course was delivered at GAIN 2026. GAIN is the premier B2G Marketing Conference, presented by GovExec.

Understand the difference between individual AI productivity and organization-wide workflow transformation.
Identify barriers that prevent marketing teams from moving beyond tactical AI experimentation.
Explore how hackathons and immersion offsites can help develop an AI-builder culture.
Learn how focused sprint pods can support pipeline acceleration and market responsiveness.
Identify opportunities to redesign marketing workflows around AI capabilities.
Explore ways to free up marketers for more creative and strategic work.