Asana CMO Prachi Gore on how AI workflows are ‘completely disrupting’ the B2B playbook

I'm Damian Fowler.

And I'm Ilyce Liffring.

And welcome to The Big Impression.

This week, we're joined by Prachi Gor, Chief Marketing Officer at Asana.

And today we're going to be talking about AI.

In recent years, AI has largely been framed as a creative assistant, which helps people write faster, brainstorm quicker, and automate pieces of work.

But now AI is playing a different kind of role.

And that's where Asana is making a big bet, positioning itself not just as a productivity tool, but as the connective layer between people, workflows, and AI agents.

Asana is underway with a major brand transformation, signaling a bigger shift in how work might happen with AI that can actually act with context.

Asana is now embedded directly into Anthropix Cloud.

It's not just about what the model can do.

It's about what it knows about your work, your team, and your priorities.

So let's get into it.

I'm Damian Fowler.

And I'm Ilyce Liffring.

And welcome to The Big Impression.

This week, we're joined by Prachi Gor, Chief Marketing Officer at Asana.

And today we're going to be talking about AI.

In recent years, AI has largely been framed as a creative assistant, which helps people write faster, brainstorm quicker, and automate pieces of work.

But now AI is playing a different kind of role.

And that's where Asana is making a big bet, positioning itself not just as a productivity tool, but as the connective layer between people, workflows, and AI agents.

Asana is underway with a major brand transformation, signaling a bigger shift in how work might happen with AI that can actually act with context.

Asana is now embedded directly into Anthropix Cloud.

It's not just about what the model can do.

It's about what it knows about your work, your team, and your priorities.

So let's get into it.