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Yoda was right: Marketing, media, creative and agency teams all need to find time to unlearn existing ways of working and test and learn their way to new processes if they’re going to sustainably, scalably and productively adopt AI into workflows. But how do you actually do that when all you’re hearing is that we have a productivity crisis, marketers are under even more pressure to produce results every minute of the day,  and no one has time to experiment their way to net new gains? Here, Howatson & Co, Foxtel and Unicef detail the steps – drastic to humdrum – to make AI sticky in the way their teams work. None of these are permanent, hard-coded structures – that’s the point, all three argue. But what these examples do demonstrate are commitments to making progress.