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AI launches create excitement, but excitement alone doesn’t drive usage.

Too often, teams generate buzz around new AI capabilities, only to see adoption plateau after the first few tries. Awareness is high, but activation, value realization, and long-term stickiness fall short.

This session explores a real-world case study of how a product marketing team moved an AI feature from hype to habit - mapping the adoption journey end-to-end, identifying friction points, and using persona-led messaging, experimentation, and community to drive sustained usage.

You’ll discover:

🎯 How to use decision trees and adoption funnels to pinpoint where AI adoption breaks down.
📈 Why awareness alone isn’t enough, and how to improve activation and stickiness across the funnel.
👥 How persona-based messaging helps convert both users and gatekeepers (like admins).
🧪 Practical ways to run fast A/B tests, build a continuous drumbeat of activations, and create feedback loops with your community.
🧠 How marketing can drive adoption even while product improvements are still in progress.

Meet the speakers:

Rinita Datta - Director of Product Marketing at Splunk

Rinita Datta is Director of Product Marketing at Splunk (a Cisco company), where she drives product-led growth, developer marketing and community engagement.

With a background spanning financial services and technology industries, she has led product strategy, engineered full-stack solutions, built teams, and launched novel programs that enhance customer experiences.

She holds an MBA from the University of Texas at Austin and a Bachelor’s in Electronics Engineering from VNIT, India. Outside work, she’s a rescue dog mom to an adorable Jindo named Chilli, loves mentoring budding marketers and is a huge Marvel nerd.

Baylie Depp - Product Marketing Manager, Customer Success at Splunk

Baylie Depp is a dynamic Product Marketing Manager at Splunk (Cisco), where she focuses on product adoption, developer engagement, and community-driven growth.

With expertise in lifecycle strategy, GTM execution, and customer experience, she brings insight-driven storytelling to every stage of the customer journey. Known for her curiosity and creativity, Baylie thrives at the intersection of people, product, and purpose.

She holds an MBA from the University of Southern California with concentrations in Marketing and Tech Commercialization.