TL;DR:
AI is transforming how teams work, but the magic only happens when empathy leads the way. This article dives into how marketers and business teams can use AI in workflows without losing their human edge. From sales to RevOps, we explore real tools, real tactics, and how leaders like James Dougherty use simple AI tools to amplify impact, not replace people.
Introduction
We’re not living in the future. We’re building it day by day, workflow by workflow.
James Dougherty (Jimmy), a tech strategist and enablement leader at Esker, has spent 20+ years making technology easier for teams to use. He’s not just talking about AI at work. He’s doing it-creating GPT-powered agents, testing no-code automations, and designing systems that feel more human than robotic.
The goal? Not just efficiency. It’s about human AI teamwork that’s clear, empowering, and actually makes work better.
Let’s explore how you can bring this into your business-no jargon, no hype.
Why AI in Workflows Matters Now
Forget the hype. AI isn’t here to replace teams. It’s here to remove friction and give your people more time to do what they’re good at.
“AI should be like the best intern you’ve ever had,” Jimmy says. “It’s fast, doesn’t sleep, and it learns-but it still needs your direction.”
Teams using AI in workflows can:
- Send follow-up emails in seconds
- Score leads based on real behavior
- Turn customer data into smart actions
- Cut down on time-wasting admin work
All of this adds up to smarter decisions, happier teams, and faster growth.
Stat to know: McKinsey found that AI adoption has the potential to boost productivity by up to 40% in knowledge work.
Isn’t AI just for big tech companies?
Not anymore. With simple AI tools like ChatGPT, N8N, and CoPilot, even a
3-person team can automate tasks and streamline work without writing a single line of code.
Use Cases Across the Revenue Team
Let’s break down how AI is driving value in every part of your business:
Marketing
- Content repurposing: Turn a long-form webinar into 3 blogs, 5 LinkedIn posts, and an email series-automatically.
- Email testing: Tools like Lavender or CoPilot help test tone, length, and clarity in seconds.
- Persona-based messaging: AI can tailor content for different buyer types with just a few inputs.
Sales
- Call summaries: After discovery calls, AI tools like Gong or CoPilot create a summary, next steps, and even objections raised.
- Deal inspection: AI spots stalled deals or identifies patterns across closed-lost opportunities.
- Hyper-personalized outreach: Generate intros based on the prospect’s LinkedIn, website, or industry news.
RevOps
- Forecasting: Use AI models to predict revenue more accurately based on deal momentum and activity.
- Error detection: AI flags data mismatches in CRM systems before they affect reporting.
- Workforce planning: Predict staffing needs based on pipeline stages and conversion rates.
Customer Success
- Churn alerts: Spot disengaged accounts before they leave, using behavior-based indicators.
- Onboarding journeys: AI agents guide users step-by-step based on their unique setup.
- Sentiment tracking: AI analyzes support tickets and calls for early signs of customer frustration.
What’s the best way to start with AI?
Pick one annoying, repeatable task. Automate that. See the results. Then repeat.
Why Empathy Is the Secret Ingredient
Jimmy’s biggest insight? “If you want AI to work, start by listening to your team.”
He didn’t always lead with empathy. Earlier in his career, he admits, “I’d run in excited about the tech, and users couldn’t even get a word in.” That changed everything.
Now he takes a different approach:
- Watch workflows: Where do people slow down? Where do they click too much?
- Ask questions like a coach: What part of your job drains your energy the most?
- Design with them, not for them: Jimmy involves internal users in testing and refining AI agents.
He even adds personality to his GPT bot-like “David the Do-a-Bot”-to make tools more fun and human. That’s not just cute-it builds trust in AI.
“Empathy earns buy-in. Without it, no AI adoption will last,” Jimmy says.
How do I lead a team through AI changes?
Start small. Celebrate wins. Train by role, not tool. And never stop listening.
The Real Case Study: Salesforce and Einstein
One of the best examples of this approach is Salesforce.
When they introduced Einstein, their AI assistant, they didn’t throw it at users all at once. Instead, they:
- Identified where reps needed the most help
- Embedded AI into existing workflows
- Focused on small wins, first-like scoring leads, or flagging tasks
Because it fit naturally into what reps were already doing, adoption soared.
Read it here: https://www.salesforce.com/products/einstein/overview
What’s the key takeaway?
If your AI doesn’t fit into someone’s day, it won’t get used. Simplicity and empathy drive success.
Expert Insights You Should Know
Still wondering if it’s worth it? Here’s what the experts say.
“AI won’t replace marketers. But marketers using AI will replace those who don’t.” – Paul Roetzer, Founder of the Marketing AI Institute
“AI is not magic. It’s just math. But empathy? That’s human. That’s what makes it work.” – James Dougherty
“People don’t trust what they don’t understand. That’s why training and transparency matter as much as tools.” – Terry Wilson, CEO, Chatmetrics
What training should we invest in?
Focus on the tools your team already uses. Add AI on top. Show how it saves them time, not how it replaces them.
James’s Core Ideas to Build Human AI Teamwork
James shared several powerful ideas during “The Chat” podcast:
1. Orchestrate, don’t automate blindly.
“AI should enhance the people you already trust-not replace them.”
2. Adoption starts with trust.
“If people don’t feel seen or heard, they won’t trust the tool either.”
3. Workflow design is about listening.
“The best systems are built when you shut up and listen first.”
4. Give AI a face, tone, or even a joke.
“Humor is a bridge. It turns resistance into curiosity.”
5. Teach people how to think with AI.
“AI is like a calculator. It’s fast, but you still need to know the problem you’re solving.”
Simple AI Tools That Are Worth Your Time
If you’re looking to try out simple AI tools, here’s what Jimmy and others recommend:
- ChatGPT – for brainstorming, writing drafts, and summarizing calls
- Tome – turn ideas or docs into presentations in minutes
- Grammarly AI – improve clarity, tone, and grammar on the fly
- N8N – build no-code automations that connect multiple tools
- Claude – helpful for more nuanced writing and support content
You don’t need to be a tech expert. You just need to be curious.
How do I know which tool to start with?
Ask your team what takes up their time. Pick the most common task. Solve that with AI.
Final Thoughts: The Future Belongs to Listeners
AI will change how we work, but the best results won’t come from algorithms alone.
They’ll come from leaders who:
- Listen first
- Build trust
- Test fast
- Stay human
Jimmy’s message is clear: “The teams that win won’t be the ones with the best AI. They’ll be the ones who know their people best-and help them use AI with purpose.”
So take a breath. Talk to your team. Start small.
Let AI carry the weight, but let people steer the ship.
FAQ
What is AI in workflows?
It’s using AI tools to speed up or improve business processes like writing, scheduling, reporting, or onboarding.
Is AI at work replacing jobs?
No. It’s replacing repetitive tasks, so people can focus on strategy and connection.
What is human AI teamwork?
It means people and bots working side-by-side. People set direction, AI handles tasks, and both improve over time.
How do simple AI tools help small businesses?
They automate content, support, and reporting without needing a big team or budget.
What’s the biggest mistake teams make with AI?
Forcing it. If your team doesn’t understand or trust the tool, they won’t use it. Lead with empathy.
Where do I find good AI tools?
Start with ChatGPT, Grammarly, or CoPilot. Then explore others based on your role.
Do I need coding skills?
Nope. Most of today’s tools are built for regular users, not developers.
What’s the future of AI in business?
Blended teams. People and bots work together in workflows that adapt in real time.
Get in touch with – James Dougherty
