Most AI transformations stall not because the technology fails, but because the harder stuff is underestimated – behavior change, workflow redesign, getting people to work differently. Bain's research backs this up. When their marketing function set out to modernize, they started there. Erika Serow, Bain's CMO, shares an honest account of a journey in progress: what they listened to, what they built, what surprised them, and how they're giving their team more time for the work they love.