Gessell Wolitski

Digital Marketing Manager

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Gessell Wolitski is Digital Marketing Manager EMEA at a global FMCG business, where she leads AI adoption across marketing teams. After starting her career in nursing and moving through health informatics, she now works at the intersection of AI capability and the people expected to use it — writing usage guidelines, running AI Act education, and building the business case for enterprise rollout.

Gessell Wolitski

Governance That Gets Used

Most AI governance is written to satisfy legal and read by nobody. The rules exist, adoption stalls anyway, and the organisation concludes people are the problem. They’re usually not — the rules just weren’t written for the person doing the work. Drawing on writing AI usage guidelines for a multi-market EMEA marketing organisation, this session makes the case for governance as an adoption lever rather than a brake: what it takes for guidance to meet the actual workflow, why the people expected to follow the rules should shape them, and how clinical protocols — followed voluntarily, by busy people, under pressure — offer a better model than the compliance memo.

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