LiMA in Druskininkai: which marketing processes to give to AI
On 12 June 2026, Odeta Isevičiūtė led two hands-on sessions at a two-day training by LiMA, the Lithuanian Marketing Association, in Druskininkai. The topics: digitalisation diagnostics, to find which processes are worth automating with AI, and the AI Iceberg.
The event
LiMA (Lietuvos marketingo asociacija) brings together marketing professionals and leaders in Lithuania. Its two-day training ran in Druskininkai on 11 and 12 June 2026 for LiMA members. Earlier in the year, Odeta had also taught AI sessions for LiMA's CMO PRO programme.
What we did there
Odeta ran two practical sessions on the second day, from 10:00 to 12:00 and from 13:00 to 14:30, in Lithuanian. Participants worked on their own laptops throughout.
The first session was a digitalisation diagnostic: participants looked at their own marketing work and sorted out which processes are worth handing to AI and which are not. The second walked through the four levels of the AI Iceberg (AI Prompts, AI Assistants, AI Automations & Agents, Custom Agents & Agentic Systems) and placed each process on the level where it belongs.
Three takeaways from the workshop
1. Start with the process, then pick the tool
The diagnostic starts with the work itself: what the task is, how often it repeats, how long it takes, what goes in and what comes out. Only then does the question of tools come up. A process that is clear on paper is easy to place on the iceberg. One that nobody can describe isn't ready for AI yet.
2. Assistants come before automations
Most marketing work that repeats every week, such as briefs, posts, reports and replies, fits the second level of the iceberg: an assistant with clear instructions and your own examples, built on the AI tool the company already pays for. It saves time on day one and needs no IT project. Automations come after, once the team knows the process works the same way every time.
3. Don't automate chaos
An automation runs a process exactly as it is. If the process has gaps (a report nobody fills in, a CRM nobody updates), the automation repeats those gaps faster. Map the process with the people who do the work, fix it, and only then hand it to an automation.
If you want to see which of your team's processes AI can take on, the AI Opportunities session shows your own daily work done with AI, live.
Sources and notes
- LiMA, Lietuvos marketingo asociacija, organised the training. No public event page is linked here yet.