Wade Foster, CEO and cofounder of Zapier, says the next frontier for marketers isn’t just shiny AI agents, but practical AI workflows. By weaving automation and intelligence into the systems teams already use, marketers can reduce manual tasks, accelerate lead management, and unlock new personalization at scale. Wade explains how Zapier has moved beyond basic integrations to become an orchestration layer for AI, and why this shift matters for marketing leaders looking to drive results without overhauling their entire stack. He unpacks the biggest workflow wins he’s seeing across the industry and where marketing is heading next.