For Meaghan Moore, the impact of AI on partner marketing became blaringly clear during a 2026 planning meeting at ServiceNow’s San Francisco office. As her team mapped out strategy, the conversation kept returning to one theme: leveraging AI for bigger wins.
“AI is shifting the entire partner marketing landscape from being campaign-driven to being insight-driven,” said Moore, global VP of partner marketing at ServiceNow. “The DNA of the team is no longer just about building collateral or executing events. It’s about connecting ecosystems, predicting where pipeline will come from, and acting on those insights faster.”
Moore shared this perspective during “Harnessing AI to Transform Partner Marketing,” the inaugural episode of The Voice of Partner Marketing. Michael Latchford, SVP of partner marketing & global solutions at Pipeline360, hosts the new series.
Panelist Kate Quinn Canestrari, global VP of partner marketing at Red Hat, called AI “a new superpower” for partner marketing. “We’ve got to dig into AI quickly and we can’t be afraid of it. It’s great to be on this journey with everyone as we look at how this will dynamically shift what we do day to day.”
Where AI Improves Partner Marketing
The panelists cited four areas where AI is transforming work: content generation, personalization, orchestration, and predictive analytics. The greatest advantage is automating repetitive tasks so marketers can spend more time on strategy.
They also emphasized how AI reshapes partner marketing from a function rooted in events and collateral to one focused on insights and orchestration. Partner marketers, they said, must evolve from relationship managers into strategists who understand data and AI tools, and how to drive measurable outcomes across diverse ecosystems.
They’re not alone. Pipeline360’s Latchford said AI is the focus of conversations he’s had with other partner marketing leaders lately. “What’s different about AI is that it’s not just another tool. It’s changing how partner marketing teams are structured and how strategies are set.”
Speed, Scale, and Human Creativity
Moore and Canestrari pointed to real-world examples of how AI accelerates execution. At ServiceNow, Moore’s team rolled out an AI-powered campaign creator that lets partners co-brand campaigns in minutes rather than weeks. Red Hat’s Global Partner Demand Center uses AI to streamline creation of landing pages and email campaigns. In both instances, the leaders said teams can shift more of their energy from execution to insight mode.
Yet both stressed AI can’t replace the human element. “AI is not coming for your job—it’s a force multiplier,” Moore said. “It should take on the heavy lifting so humans can focus on creativity, trust-building, and strategy.”
Canestrari agreed. “It forces us to think; how are we going to differentiate and create really compelling messages and campaigns across that sea of AI-generated content? How are we going to stand out? It’s shifting to that more critical, strategic thinking.”
Still, with new opportunities come new responsibilities. Moore acknowledged that partner marketers need to be more focused than ever on compliance, underscoring that legal and security teams should be part of the AI process from the start.
Canestrari stressed transparency with partners, too: “It shouldn’t be hidden that AI is being used. Be upfront, explain how, and create shared frameworks so everyone knows the rules.”
Getting Started with AI
The panelists gave straightforward advice for partner marketings wondering where to begin. Moore suggested starting small, using AI to eliminate repetitive tasks and free teams for more strategic work: “Build your AI muscle one rep at a time.”
Canestrari put it simply: “Make yourself a promise: by the end of the week, dive into AI.”
As these leaders from Red Hat and ServiceNow shared, AI is no longer a side project in partner marketing—it’s becoming part of the foundation. Moore concluded: “AI can make you see, but it can’t make you feel. That human element will always be the connective tissue in partner marketing.”
Watch the full episode here, and don’t miss future conversations on The Voice of Partner Marketing. Follow Michael Latchford and Pipeline360 for updates.
To learn more about how Pipeline360 supports partner marketing teams, visit our solutions page.
