AI-Era Marketing: Inside GitHub’s High-Speed, Human-First Approach

When the world’s moving at warp speed, how do you stay relevant—especially with an audience that hates being marketed to? Just ask Adam Walden, VP of Brand & Corporate Marketing at GitHub. As AI rewrites the rules of software development, Walden shares how his team earns trust from skeptical developers by embedding marketing within product teams, embracing a “Possibility Mindset,” and crafting platform-native content that fits closed ecosystems. He also dives into how AI is reshaping both the developer experience and marketing execution—with AI agents poised to transform how teams build and run campaigns.

When the world’s moving at warp speed, how do you stay relevant—especially with an audience that hates being marketed to?

Just ask Adam Walden, VP of Brand & Corporate Marketing at GitHub. As AI rewrites the rules of software development, Walden shares how his team earns trust from skeptical developers by embedding marketing within product teams, embracing a “Possibility Mindset,” and crafting platform-native content that fits closed ecosystems.

He also dives into how AI is reshaping both the developer experience and marketing execution—with AI agents poised to transform how teams build and run campaigns.

What You’ll Learn:

The fundamentals of authentic storytelling for technical audiences
How AI is shifting not just development, but brand positioning
Why marketers must rethink content discovery and adapt to closed platforms
How GitHub balances grassroots loyalty with enterprise goals
Why AI agents are the future of marketing ops
GitHub’s "Possibility" mindset for brand storytelling in the AI era

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