The only way to get good at AI is to fail at it, says AWS’s chief marketing officer Julia White

The Only Way to Get Good at AI is to Fail at It, Says AWS’s Chief Marketing Officer Julia White

Leaders Must Embrace Trial and Error to Master Artificial Intelligence

The only way to get good - At the recent VivaTech conference in Paris, Julia White, Chief Marketing Officer of Amazon Web Services (AWS), shared her journey of integrating artificial intelligence into her workflow. Her experience began with skepticism, as she questioned whether AI could diminish her role in the industry. "I myself had a moment of like, oh my gosh, am I useful anymore?" she reflected, highlighting the emotional weight of adopting new technology. However, as she experimented with AI agents, her perspective shifted dramatically. What initially felt like a threat became a tool that eased the burden of repetitive tasks, allowing her to focus on more strategic aspects of her work.

"I had a moment of like, oh my gosh, am I useful anymore?"

White’s transformation underscores a broader lesson for leaders navigating the AI revolution: hands-on engagement is essential. "Experimentation is key," she emphasized, noting that early AI adoption led to modest but tangible improvements. According to her, productivity gains of 10 to 30% were achievable by layering AI onto existing processes. Yet, she argued, the most significant advancements only emerged when teams abandoned traditional methods and rebuilt their approaches from the ground up. "To get really big effects — like 5x effectiveness — we actually had to step back and rewrite how our processes work," she explained.

AWS’s internal use of AI exemplifies this shift. The company publishes over 5,000 new webpages annually, a task that once required three hours and multiple team members. With the integration of AI agents, the process now takes less than an hour. "Creating a new webpage used to be a labor-intensive effort," White said. "Now, it's a streamlined operation. AI handles the heavy lifting, and we're freed to think more creatively." This efficiency, she noted, is not just about speed but also about reimagining how work is structured in the digital age.

Despite these gains, White stressed that AI cannot replace human ingenuity. "AI isn't very good at beautiful storytelling that really connects with the human experience," she remarked. "It’s a wonderful thought partner — but it’s not a tastemaker." This distinction has shaped how her team utilizes Amazon Q, AWS’s own internal assistant. Instead of relying solely on the technology for creative decisions, marketers use it as a collaborative tool to refine ideas. The approach has led to notable successes, such as a recent breakthrough in brand storytelling that resonated deeply with colleagues. "That core storytelling, that unique human insight, is a person," she said. "Knowing that and working with it in that same way is what has got us the best outcomes."

White’s philosophy extends beyond her team. She advocates for a culture that embraces failure as a learning opportunity. To foster this mindset, she introduced a “Be Brave” award within her department, recognizing efforts that didn’t align with initial expectations. "Failure is necessary on the path to mastery," she stated. "We’re never going to get great at AI if we don’t try and fail." This award not only celebrates resilience but also encourages transparency, as White shares her own missteps with her team to demonstrate that even leaders are not immune to mistakes.

"Failure is necessary on the path to mastery. We’re never going to get great at AI if we don’t try and fail."

Another hurdle for AI adoption, according to White, is the challenge of allocating time for experimentation. Many companies struggle to carve out space for innovation amid their operational demands. To address this, she implemented dedicated training days with no meetings, allowing her team to focus purely on mastering new tools. "These days are about discovery," she explained. "They give people the freedom to explore, test, and iterate without the pressure of deadlines." This strategy has proven effective, enabling her team to stay ahead of the curve in AI implementation.

White’s vision for the AI era is both practical and inspirational. She highlighted the revival of ideas once deemed unrealistic, such as truly personalized marketing at scale. "I’ve always dreamed of how I can have a truly personalized experience for every single customer," she said. "This was not practical before, but now it’s suddenly practical." By leveraging AI’s capabilities, AWS is able to tailor messages to individual preferences, a feat previously constrained by resource limitations.

"I’ve always dreamed of how I can have a truly personalized experience for every single customer. This was not practical before, but now it’s suddenly practical."

Her advice to other executives is straightforward: action is more critical than observation. "If you just read about it or hear about it but you don’t actually use it, you’re going to miss it," she warned. "And if you don’t, you’re going to not be leading your teams well." This call to action aligns with her belief that AI’s true potential is unlocked through consistent application. She urged leaders to view AI not as a threat but as a catalyst for reinvention, emphasizing that mastery requires both courage and commitment.

Reflecting on the broader implications of AI, White noted that the technology is reshaping industries by enabling teams to accomplish tasks more efficiently. However, she cautioned that success hinges on balancing automation with human oversight. "AI can streamline processes, but it’s the human element that adds depth and meaning," she said. This balance is crucial, especially in creative fields where the goal is not just to optimize workflows but to enhance the emotional resonance of the work.

White’s journey from doubt to confidence mirrors the experiences of many professionals entering the AI landscape. Her story illustrates how embracing uncertainty can lead to transformative outcomes. By encouraging her team to take risks and learn from setbacks, she has cultivated an environment where innovation thrives. "The only way to get good at AI is to fail at it," she reiterated, framing failure as a stepping stone rather than a dead end.

"The only way to get good at AI is to fail at it."

As the AI revolution continues to unfold, White’s insights offer a roadmap for leaders seeking to harness its power. Her emphasis on experimentation, collaboration, and resilience highlights the importance of adapting to change. "The future of marketing lies in blending technology with human creativity," she concluded. "That’s what will drive meaningful progress." This perspective not only challenges conventional wisdom but also sets a precedent for how organizations can navigate the complexities of AI adoption while maintaining their creative edge.