CASE STUDY

From Grassroots To Greatness: How VMware Built An Internal AI Revolution Through Its Marketing AI Council

What if the key to successful AI adoption wasn't top-down mandates, but rather an organic, employee-led movement? That's exactly what VMware discovered when they created one of the world's first Marketing AI Councils.

The AI Challenge And Solution

In late 2022, VMware faced a common scenario: their 700+ person global marketing team was experimenting with AI tools like ChatGPT without clear guidance. As Jessica Hreha, ex-VMware's Head of Global Integrated Campaigns explains: "We came back from our break in January and I was starting to hear conversations - 'silos of swirl' I call it. We had some interest, some excitement, some intrigue, and some outright fear for jobs and what was going to happen with generative AI."

Rather than implementing top-down mandates, VMware harnessed existing interest within the organization. In February 2023, Hreha gathered a small group of passionate marketers to form what would become the Marketing AI Council.

That initial group of 8-10 people became the seed of what would grow into VMware's Marketing AI Council.

Making AI Accessible

The council adopted three key strategies:

1. Education First: Making AI literacy fundamental through expert-led enablement sessions

2. Clear Guidelines: Establishing and regularly updating AI usage policies

3. Cross-Functional Collaboration: Expanding beyond marketing to include legal, IT, and sales, growing to over 35 members

This thoughtful approach struck a balance between empowerment and responsibility. Marketers were encouraged to experiment with public data while adhering to boundaries like safeguarding confidential information. As the council's impact grew, executive leadership took notice. By May, VMware's CMO officially became the council's sponsor, providing strategic alignment and significantly enhancing its visibility and resources.

Transformative Results

The impact was substantial:

• Reduced agency project timelines from 6 weeks to 1 day

• Cut customer advocacy project time from 3 days to 4 hours

• Decreased video script creation from 2 hours to 5 minutes

• Enabled 765 marketers with approved AI tools

• 30% increase in click-through rates on AI-assisted copy

• 90% time savings in project completion

The human impact was equally significant. As one team member noted: "I'm more excited about my job since I started using AI than I've been in years because I can focus on the creative, engaging parts."

Key Insights

VMware's success reveals several crucial lessons:

• Grassroots momentum beats top-down mandates

• Education and enablement are crucial for adoption

• Cross-functional collaboration ensures comprehensive governance

• Clear guidelines empower rather than restrict

• Human oversight and creativity remain essential

• Executive sponsorship amplifies impact

The council continues to evolve, expanding across content marketing, advertising, and digital initiatives. As one member reflected: "It has changed the way that I approach every task that I do. It's not just about content, it's about strategy." They've created a blueprint for embracing transformative technology while keeping humans at the center of the process.