Deconstructor of Fun 311. How to Build an AI-First Culture with 1,300 People. Real Story.
Nov 20, 2025
Join Barak Witkovsky, Chief Product Officer at AppsFlyer, as he shares insights on transforming a company by pausing regular goals for an intensive AI training initiative for all 1,300 employees. Discover how AppsFlyer evolved from a measurement platform to a modern marketing cloud, embracing autonomous AI agents. Barak discusses building trust in AI among marketers, the challenges of omnichannel measurement, and the importance of an open AI ecosystem. This bold experiment sets a new standard for fostering an AI-first culture in the workplace.
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Companywide AI Builder Experiment
- AppsFlyer paused regular goals and put all 1,300 employees through a four-week AI builder course as their main work.
- Barak Witkovsky says internal employees became his primary source of AI knowledge after that program.
Attribution Is Growth Infrastructure
- Attribution is the infrastructure of growth and naturally expands into a broader marketing cloud.
- Market forces like CFO scrutiny and omnichannel complexity pushed AppsFlyer to evolve beyond pure attribution.
Unify Dashboards And Preserve Context
- Unite reporting into one customizable dashboard and embed AI to maintain context.
- Let personas tailor views so the product simplifies rather than adds dashboard noise.