Strategic AI Adoption for Small Marketing Teams - A Workflow-First Approach Series

Apply a structured decision-making framework to evaluate where generative AI creates the most value in their specific marketing workflows, and where it doesn't. 

• Conduct a workflow audit that identifies high-leverage tasks suited to AI assistance, distinguishing between tasks that benefit from automation and those that require human judgment. 
• Understand the practical capabilities and limitations of current generative AI tools for common marketing tasks such as content creation, research, and campaign planning. 
• Develop a prioritized, realistic starting plan for AI integration that avoids the common pitfalls of ad-hoc tool adoption. 
• Articulate a strategic rationale for AI adoption decisions, moving from "I use AI because it's available" to "I use AI here because it's the highest-leverage investment of my time. 

Marketing practitioners and managers at small to mid-sized agencies, in-house marketing teams of one to ten people, and independent marketing consultants or freelancers. This session is designed for professionals who are aware of generative AI but haven't yet developed a systematic approach to using it in their work. They may have experimented casually with tools like ChatGPT or Claude but want a strategic framework for deciding where AI fits and where it doesn't. No technical background is required. The content is most relevant for those who are hands-on with marketing execution (content, campaigns, strategy, client management) and need to make practical decisions about AI adoption with limited time and budget. 

Kevin FloetherMCM, MCPRS, APR, CM
Director, Marketing & Communications – CBV Institute

A strategic communications and marketing leader who works at the intersection of data, storytelling, and digital transformation. With deep expertise in strategic planning, brand management, content and channel strategy, and the responsible adoption of generative AI, Kevin brings a research-driven, collaborative approach to helping organizations navigate complexity, change, and trust in a digital-first world. He currently serves as Director of Marketing and Communications at the Chartered Business Valuators Institute (CBV Institute), where he leads strategic initiatives that elevate brand reputation and stakeholder engagement across the business valuation sector.

Kevin’s professional journey is marked by intellectual curiosity and bold pivots. Before entering marketing and communications, he spent three years as Director of Coffee at a specialty coffee roaster in Montreal, managing everything from green coffee sourcing to roast profile design. His transition proved defining, as he went on to earn a Master of Communications Management from McMaster University, where his thesis on digital trust in influencer marketing received the Grossman Group Master’s Thesis of the Year Award from the Institute for Public Relations (IPR) in 2025, the field’s leading international recognition for graduate research across North America.

Kevin is actively engaged in the broader marketing and communications community. He serves on the Canadian Marketing Association’s Artificial Intelligence Committee, sits on the Board of Directors of the Canadian Public Relations Society (CPRS) – Hamilton chapter as Treasurer, and teaches as a Teaching Assistant in McMaster University’s MCM graduate program. He writes on Substack about trust, technology, and authenticity in an era shaped by platforms, algorithms, and AI, and regularly presents his research at international conferences in public relations.

When he’s not helping organizations tell better stories or exploring how AI is reshaping marketing and communication, you can find him chasing the perfect drip coffee, exercising, or writing about the ideas that keep him up at night.

Areas of Expertise

• Strategic Communications and Marketing Strategy
• Generative AI Adoption and Digital Transformation
• Brand Management and Positioning
• Content and Channel Strategy
• Digital Trust and Influencer Marketing Research
• Stakeholder Engagement and Executive Communications
• Marketing Education and Professional Development
• Data-Driven Storytelling and Analytics
• Public Relations and Reputation Management
• Strategic Planning and Business Development
• And more…

Sample Media & Accolades

Awards
Grossman Group Master’s Thesis of the Year Award – Institute for Public Relations (IPR), 2025

Videos
CMA NXT Feature
McMaster Master’s Degree Thesis Defence

Connect
Kevin Floether | LinkedIn