AI Teammate Shift: Empowering Users for Authentic Brand Growth

In a world increasingly shaped by AI, the traditional marketing playbook is being rewritten. This conversation with Lena Waters, CMO of Notion, reveals that the most potent growth levers are no longer solely about paid acquisition or slick campaigns. Instead, she argues, the future lies in fostering genuine connection, empowering users as co-creators of brand value, and fundamentally rethinking how we demonstrate product value. The hidden consequence of this shift? Brands that embrace authenticity and user-driven narratives will build deeper trust and achieve more sustainable, organic growth, leaving behind those still clinging to outdated, transactional marketing models. This analysis is crucial for CMOs and marketing leaders who want to navigate the AI era not just by adopting new tools, but by fundamentally transforming their approach to customer engagement and brand building.

The Unseen Power of the "AI Teammate"

The most profound shift Lena Waters has observed in knowledge work isn't just the integration of AI as a tool, but its evolution into a "teammate." This isn't merely about automating tasks; it's about a collaborative dynamic where AI fills human gaps, demanding a renewed focus on human EQ and clear communication. The implication for marketing is stark: "garbage in, garbage out" is no longer acceptable. Prompting an AI effectively is becoming a critical skill, akin to learning a new language for this burgeoning AI workforce. This necessitates a marketing approach that not only showcases product capabilities but also educates users on how to best leverage these new "teammates" to unlock deeper value.

"The biggest change that has been surprising to me the most is that I think we've thought about using AI as a tool to get things done, the same way that we've used other advances in technology. We find what's really happening is that people are starting to use AI as a teammate, and that's unlike anything else that has really happened to date."

This shift from tool to teammate fundamentally alters the customer journey. For product-led growth (PLG) and enterprise sales alike, the emphasis must move from simply demonstrating features to enabling users to experience value organically. Waters highlights Notion's "show, don't tell" philosophy, advocating for pulling customers into the product itself rather than relying on static presentations. This is particularly critical in enterprise sales, where the complexity of buying committees is often underestimated. By embedding product experience throughout the journey, from initial discovery to ongoing adoption, companies can foster a deeper understanding and connection that transcends traditional sales cycles. The AI workshops Notion conducts, where teams work alongside customers in their own workflows, exemplify this approach, creating a "day in the life" experience that solidifies the product's relevance.

From "Show, Don't Tell" to "Be, Don't Just Explain"

The most compelling way to demonstrate Notion's value, particularly in the context of AI, is not through marketing collateral, but through the actual creation and customization of AI agents by users themselves. Waters points to the ability of users to train their Notion agents with personal preferences, work samples, and communication styles. This creates a deeply personalized and evolving experience, where the AI learns and adapts alongside the user.

"My agent knows what my Enneagram is, and it knows how to talk to me... Every time my agent works with me, it goes back, it looks at my file, and it says, 'Here's everything I know about Lena, what she likes and doesn't like. I've learned from past experiences.'"

This "human-first, AI-amplified" framework means that the product itself becomes the primary marketing vehicle. Instead of telling customers how AI can transform their work, Notion empowers them to build and customize their own AI experiences. This approach resonates particularly well with "10x builders" -- individuals who are curious, move fast, and seek to create more value. By finding and empowering these individuals within enterprises, Notion leverages their success stories to drive broader adoption. This strategy bypasses traditional marketing gatekeepers and taps into the authentic enthusiasm of users who are actively shaping their own workflows with AI.

The Brand as a Living Entity, Not a Static Brochure

Waters argues that traditional websites, often static brochures, are becoming antiquated. In an era where AI can answer questions directly, the role of a website must evolve. The future lies in companies that can be "queried" directly, allowing customers to interrogate the brand and its offerings in real-time. This requires a fundamental shift in how companies present themselves, moving from curated taglines to dynamic, accessible knowledge bases.

"The more that you can immediately get outside of yourself and go, 'It's not about Notion, and it's not about how we can do things, it's about achieving outcomes that are transformational for the customer, and we just happen to be a part of that.'"

This philosophy extends to brand building itself. Waters emphasizes that Notion's brand strength comes not from marketing directives, but from its users. The passion and diverse use cases shared by the community--from planning weddings to launching companies--have organically built a brand that customers "own." This user-centric approach means that brand is not a top-down imposition but a collective experience, where every touchpoint, from product interaction to community engagement, shapes perception. The idea of "building in public" and allowing employees and users the freedom to share their experiences without excessive approval processes fosters authenticity. This approach, while seemingly risky, allows for rapid communication and genuine connection, crucial for staying relevant in a fast-moving market. The inherent trust built through this transparency is a powerful, non-paid growth lever.

Actionable Takeaways for the AI-Driven Market

• Embrace AI as a Teammate: Reframe AI not just as a tool for efficiency, but as a collaborative partner. Educate your teams and customers on effective prompting and human-AI collaboration.
• Prioritize "Show, Don't Tell": Shift marketing efforts from explaining features to enabling customers to experience product value directly within the product itself.
• Empower User-Driven Customization: Focus on how users can personalize and build with your product, especially AI features, to create unique value and drive organic advocacy.
• Reimagine the Website: Move beyond static brochures. Consider how your company's knowledge and offerings can be directly queried and experienced by potential customers.
• Cultivate Authentic Storytelling: Encourage genuine, unvarnished stories from your users and employees. This builds trust and creates a powerful, non-paid growth engine.
• Decentralize Brand Voice: Empower your community and employees to be brand storytellers. Focus on shared values and authentic expression rather than strict control.
• Focus on Outcomes, Not Just Processes: When marketing AI solutions, emphasize the transformational business outcomes for customers, not just the automation of existing processes. This pays off in 12-18 months as genuine customer success stories emerge.