[AINews] Fal’s H3 Max Live breaks the infinite videogen barrier

Most marketing teams deploy AI to accelerate existing work—drafting emails, generating variations, scoring leads faster. Liza Adams, founder of GrowthPath Partners, argues this efficiency-first approach misses the real opportunity: reimagining workflows to do work that wasn't possible before. An efficiency-only strategy quietly makes the case for fewer people; reimagined work makes the case for why humans are essential. Adams proposes a test: if removing AI just slows things down, you're optimizing old work. If you wouldn't do it at all without AI—because it was too slow, expensive, or impossible—you've found the sweet spot. She identifies common failure modes: treating AI adoption as a licensing decision rather than a strategy, confusing training problems with belief problems, and reorganizing before rethinking the work itself. She also highlights a less-discussed obstacle: leaders who shut down experimentation after the first failure, killing the culture of learning. At MAICON 2026, Adams will guide marketing leaders through identifying which workflows merit reimagining, designing agentic human+AI systems with proper human gates, and building frameworks they can apply to their own teams.

Most marketing teams deploy AI to accelerate existing work—drafting emails, generating variations, scoring leads faster. Liza Adams, founder of GrowthPath Partners, argues this efficiency-first approach misses the real opportunity: reimagining workflows to do work that wasn't possible before. An efficiency-only strategy quietly makes the case for fewer people; reimagined work makes the case for why humans are essential. Adams proposes a test: if removing AI just slows things down, you're optimizing old work. If you wouldn't do it at all without AI—because it was too slow, expensive, or impossible—you've found the sweet spot. She identifies common failure modes: treating AI adoption as a licensing decision rather than a strategy, confusing training problems with belief problems, and reorganizing before rethinking the work itself. She also highlights a less-discussed obstacle: leaders who shut down experimentation after the first failure, killing the culture of learning. At MAICON 2026, Adams will guide marketing leaders through identifying which workflows merit reimagining, designing agentic human+AI systems with proper human gates, and building frameworks they can apply to their own teams.

Stampli, a procure-to-pay platform, launched its Deep Finance product in six weeks using ChatGPT Work and Codex to automate marketing production tasks. The product marketing team compressed an estimated 243 hours of work into 77 hours—a 68% reduction—while maintaining full human review of customer-facing materials. The tools helped create blog series, launch emails, webinar decks, social creative, animations, and sales enablement assets. Beyond the launch, Stampli built a daily system that automatically gathers product context from internal systems and meeting notes to keep marketing materials current, enabling the small team to produce hundreds of content pieces weekly instead of a few. The automation freed the team to focus on strategy and advising leadership rather than reconstructing context. Stampli now plans to apply this AI-supported workflow across more products and go-to-market programs.

Stampli, a procure-to-pay platform, launched its Deep Finance product in six weeks using ChatGPT Work and Codex to automate marketing production tasks. The product marketing team compressed an estimated 243 hours of work into 77 hours—a 68% reduction—while maintaining full human review of customer-facing materials. The tools helped create blog series, launch emails, webinar decks, social creative, animations, and sales enablement assets. Beyond the launch, Stampli built a daily system that automatically gathers product context from internal systems and meeting notes to keep marketing materials current, enabling the small team to produce hundreds of content pieces weekly instead of a few. The automation freed the team to focus on strategy and advising leadership rather than reconstructing context. Stampli now plans to apply this AI-supported workflow across more products and go-to-market programs.

OpenAI is offering some large customers outcome-based pricing, where they pay only once the AI actually finishes a task. Salesforce, Adobe, and several startups are also moving away from fixed subscription fees. The central dispute stays the same. Who gets credit for the success, the software or the customer? The article OpenAI starts charging some customers only when its AI actually works appeared first on The Decoder.

OpenAI is offering some large customers outcome-based pricing, where they pay only once the AI actually finishes a task. Salesforce, Adobe, and several startups are also moving away from fixed subscription fees. The central dispute stays the same. Who gets credit for the success, the software or the customer? The article OpenAI starts charging some customers only when its AI actually works appeared first on The Decoder.