AI is on every sales and marketing leader’s radar, but for many, it’s still more buzzword than business driver. Too often, teams rush to adopt the newest tools without a plan, chasing quick wins and sacrificing their authentic voice in the process.
The result? A lot of activity with little to show for it.
Keven Ellison, Vice President of Marketing at AIS, is taking a different path. He’s leading his team to adopt AI in ways that enhance how they work, not replace who they are. This isn’t about bolting on technology for the sake of it. It’s about weaving AI into the fabric of their sales and marketing processes so it actually serves their long-term goals. The result is real integration into daily workflows, cultural buy-in across departments, and measurable outcomes that go well beyond surface-level wins. Keven’s approach is intentional. Every AI initiative at AIS is tied to a specific problem they want to solve or an opportunity they want to capture. Whether it’s streamlining content creation, refining campaign targeting, or helping sales respond faster to buyer questions, the tech is always in service to the strategy, not the other way around.
In this episode of Endless Customers, Keven shares how AIS is using AI to support a bigger mission built on transparency, alignment, and trust. As he put it, “You can’t outsource trust. It has to come from inside the company.” That mindset is what’s turning AI from a shiny object into a true growth driver.
Let’s get into it.
One of the biggest takeaways from my conversation with Keven is that successful AI adoption isn’t just about tools. It’s about culture. AIS didn’t simply plug in a few AI platforms and call it a day. They built a shared understanding of how AI fits into their mission and made sure it was never seen as a side project. It became part of how they work.
Keven knew that if AI was going to stick, it had to feel relevant to everyone. Instead of starting with a tool demo, he started with conversations. Department by department, he and his team asked questions like: What’s slowing you down? Where are you stuck? Which tasks drain your time without adding much value? Once they had clear answers, they could connect the dots between those challenges and what AI could realistically do to help.
This approach avoided the common pitfall of adopting tech for tech’s sake. It also helped employees feel heard and included in the process, something that naturally builds buy-in. “If people don’t see how it benefits their daily work, adoption will stall,” Keven explained. And he’s right. Adoption isn’t a switch you flip. It’s a culture shift.
AIS also made training a priority. They didn’t just roll out AI tools and hope for the best. They created opportunities for hands-on learning, shared quick wins in team meetings, and celebrated when someone found a new way to use AI that made their job easier. The more people saw real examples, like a sales rep cutting their proposal prep time in half or marketing creating a content draft in minutes instead of hours, the more momentum they gained.
This cultural alignment has turned AI from an intimidating unknown into a trusted teammate. It’s not replacing their work; it’s amplifying it.
At AIS, AI is not just another shiny tool added to the tech stack. It is intentionally woven into daily workflows so that it makes a measurable difference in how sales and marketing operate.
Every use case ties back to two goals:
Making the buyer’s experience better
Making the team’s work more impactful
In marketing, AI helps transform real buyer questions into content more quickly. Sales teams log the questions they hear most often, and those become the foundation for new content ideas. AI then drafts an initial version, saving hours of manual work. From there, the marketing team fine-tunes the language, layers in AIS’s unique perspective, and checks that the tone reflects the brand’s voice. With this process, they are now producing up to 30 high-quality articles each month, a volume that would have been nearly impossible without AI’s speed and structure. The result is content that is both timely and trustworthy.
On the sales side, AI acts as a fast, reliable prep partner. Before a call, reps can instantly pull up the most relevant case studies, pricing details, and competitor comparisons. This preparation not only saves time but also builds confidence and positions AIS as a knowledgeable, transparent partner right from the first conversation.
AIS is also using AI-powered analytics to evaluate how buyers engage with their content. By spotting which resources drive the most action, whether that is downloading a guide, booking a meeting, or requesting a quote, they can double down on what works and adjust what does not. This creates a feedback loop that keeps their strategy agile and results-focused.
Key ways AI is making an impact at AIS:
Faster content creation: Turning buyer questions into helpful resources in a fraction of the time.
More effective sales prep: Equipping reps with the right materials before every call.
Data-driven strategy: Using engagement insights to refine and improve content performance.
Stronger buyer relationships: Maintaining a human voice while delivering answers quickly and clearly.
In every case, AI is not replacing the human touch. It is amplifying it and making it easier for AIS to connect with buyers in meaningful ways.
How does AIS maintain transparency and trust while using AI?
No matter how advanced the technology, Keven believes it all comes back to trust. “You can’t outsource trust” isn’t just a soundbite. It’s a guiding principle that shapes every decision at AIS. Technology may make processes faster, but it should never replace the human connection that builds lasting relationships with buyers.
For AIS, this means AI is always a behind-the-scenes partner, not the voice in front of the buyer. The company’s content openly addresses pricing, potential drawbacks, and honest product comparisons, even when those answers might lead a buyer to consider a competitor. That level of transparency is rare, and it’s part of why their reputation keeps growing.
The AI helps with speed, accuracy, and organization, but the decision-making about what to share and how to say it is always rooted in human judgment. A machine can suggest phrasing or structure, but it can’t know the subtle nuances of a customer relationship or the tone that will resonate best. That’s where the AIS team steps in, reviewing, adjusting, and adding the personal touches that make their communication authentic.
Keven’s team also uses AI to double-check that the information they share is clear, consistent, and backed by facts. But the ultimate goal isn’t to sound perfect. It’s supposed to sound real. By keeping people at the center of their process, AIS maintains the kind of trust that technology alone could never deliver.
What lessons can leaders learns from AIS's AI adoption?
Keven’s approach offers a clear roadmap for any marketing or sales leader thinking about AI adoption, and it’s a roadmap built for the long game, not short-lived wins.
For leaders, the takeaway is simple: Treat AI adoption like any other strategic initiative. Define your goals, bring your people with you, and keep your focus on delivering value to your buyers. That’s how you turn technology into a true growth driver.
How do I make AI a true growth driver?
AI isn’t a passing trend. It’s becoming part of the foundation for how modern sales and marketing teams operate. But as Keven and AIS show, the real advantage doesn’t come from being the first to adopt every new tool. It comes from integrating AI in ways that strengthen your team’s culture, sharpen your strategy, and make your connection with buyers even more personal.
This is the difference between chasing innovation and owning it. AIS isn’t just using AI; they’re shaping it to fit their voice, their values, and their vision for growth. That’s why their adoption works and why their results are sticking.
If there’s one takeaway for business leaders, it’s this: AI can be a growth driver, but only if you give it purpose. Make it part of how you serve your buyers, not just a way to speed up tasks. Keep your people at the center of the process, and let technology support the trust you’ve worked so hard to build.
Pretty inspiring, right? That’s not just how you survive in a tech-driven market. That’s how you lead it.
Ready to adopt AI with purpose and become the most trusted voice in your market? Let’s talk about how the Endless Customers System™ can help you integrate AI into your sales and marketing in a way that builds trust with both your buyers and the technology shaping their decisions.
Keven is the Vice President of Marketing and AI Ambassador at AIS, where he’s leading a digital transformation for a company with roots in office technology. With over 30 years of cross-industry marketing experience spanning financial services, technology, and lead generation, Keven brings both depth and versatility to every role.
At AIS, Keven is pioneering the use of AI-powered frameworks for optimizing sales, marketing, and content workflows. He’s known for weaving together content strategy, brand alignment, and technology oversight to build credibility and streamline operations.
Check out AIS
Connect with Keven on LinkedIn
How do I prepare my team for AI adoption?
Start with open discussions about challenges and opportunities. Involve employees in tool selection and provide training to make the AI approachable and relevant.
What are the best first uses of AI in sales and marketing?
Content drafting, sales call prep, and basic analytics are great starting points. They deliver quick wins without overhauling existing processes.
How do I ensure AI doesn’t harm my brand voice?
Always have human oversight on AI outputs. Use AI for speed and efficiency, but let people add the tone, nuance, and personality that define your brand.
What metrics should I track for AI success?
Look at meaningful business outcomes: reduced sales cycle time, improved lead-to-close rates, and higher content engagement.