Perspective
Strategy
95% of AI pilots don’t pay back. What do the 5% do?
Six findings from MIT’s GenAI Divide report, and four stories that show them: Klarna, McDonald’s, an insurer and an agency.
Read the post ↗Generative growthPeople × AI
What will a marketing team look like when half of it is AI?
Nobody really knows yet, and I’m curious to find out. Here you’ll find ideas, experiments and honest perspectives on the future of marketing teams.
My answer so farv1 · October 2026
Hybrid squads,
humans and AI, generating growth together.
I’ll update this as I learn.
I am a true believer that AI will change how marketing teams are organized, not just the tools they use.
Every marketer will become a specialist who leads a bench of agents: one to research, one to strategize, one to build the report or the presentation. The job moves from doing the work to directing it, and above all to choosing what deserves to exist.
That calls for a flatter way of working. I saw something similar in Hong Kong, when I transformed the way we worked into agile teams: small squads, fewer hand-offs, more autonomy around a shared goal. With agents on the team, that logic matters even more, because execution is no longer the bottleneck. Judgment is.
The transformation should start with the process, not the tool. Map each workflow in brand, creation, innovation and strategy, then decide what AI does and what stays human.
And the hard part is making it real. 95% of AI pilots don’t pay back. The question that matters isn’t whether AI will change marketing teams. It is how we become part of the 5% that are getting it right.
01 / The libraryNotes from IE, The Valley and the field.
What I’m learning
in class and in practice.
02 / The labThink it. Build it. Learn.
Real experiments.
Built with AI.
Projects where I used AI to rethink a piece of marketing work, from brand strategy to research, from creation to innovation. I’ll document each one step by step.
03 / Stay in the loopFor strategy, innovation and creation teams.
Let’s keep
learning together.
When I publish something new, from class or from a real project, I’ll send it to you. No noise, just what I’m learning.
Traibe is an initiative of (TRI)BE, a human and organizational development practice.
04 / Behind TraibePeople × AI.
Raoni Lotar.
Two decades building global brands. Now learning how people and AI can grow them together.
22 years building consumer brands, 18 of them at The Coca-Cola Company, across Brazil, Hong Kong, Shanghai, Mexico and now Spain. Most recently Category Head for Juices, Dairy & Plant-Based in Latin America, with P&L responsibility of up to US$4 billion.
After years leading marketing teams, I can see how deeply AI will change the way we work. So I chose to go back to the classroom, at IE in Madrid, one of Spain’s leading universities, to understand how organizations need to evolve to capture more of this generative growth. I’ve already completed the Google AI certification and The Valley’s AI program. Traibe is where I share what I’m learning and test it on real projects, in Portuguese, Spanish and English.
22years in consumer goods marketing
US$4Bin revenue
5countries of international career