Stop bolting on AI: rebuild your go-to-market from the foundation up

Shownotes

Most B2B teams are adding AI to their workflows. Few are redesigning their operating systems around it.

In this episode of the OnBase Podcast, Chris Moody sits down with Yas Dalkilic, Head of AI at RAB2B, to unpack why layering AI onto legacy processes rarely drives real performance. Instead of chasing shiny tools, Yas rebuilt her agency’s foundation, rethinking people, process, platform, and proof to create a truly AI-fluent organization.

Drawing from her background as a world-record freediver, Yas shares how solving complex, high-pressure challenges shaped her approach to AI transformation. She explains why AI belongs in the handoffs, not just the hands, how to build a “common brain” across teams, how to operationalize buying group intelligence, and why fluency beats curiosity every time.

If you’re serious about moving beyond AI experiments and into measurable business impact, this episode is your blueprint.

Best Moments

• 02:04
  Yas connects freediving world records to solving complex AI transformation challenges.
• 08:53
  Why bolting AI onto legacy workflows rarely changes B2B outcomes.
• 09:40
  Putting AI in the handoffs. Not just the hands.
• 12:38
  Why enterprise AI deployments fail when companies expect magic from LLMs.
• 16:45
  How 15-minute weekly AI sessions transformed culture across the agency.
• 23:40
  Turning departments into custom GPTs to scale internal expertise.
• 25:05
  How AI reshaped buying group intelligence beyond static ABM lists.
• 29:40
  Machine learning is the art of averaging, and why human uniqueness now matters more than ever.

Key insights from this episode

• Adding AI to tasks improves efficiency, but redesigning workflows drives performance.
• AI should sit in the handoffs between teams, not just in individual productivity tools.
• A shared “common brain” built from transcripts, briefs, and insights aligns strategy, media, sales, and ABM.
• AI fluency requires structured training, internal champions, and measurable participation.
• The four P framework, people, process, platform, proof, creates sustainable AI transformation.
• Buying group intelligence improves when AI analyzes behavioral signals instead of static target lists.
• Machine learning averages patterns, but human judgment drives differentiation and creativity.
• The most powerful KPI in AI transformation is employee adoption and fluency, results follow that signal.

Quotes

“Machine learning in general is the art of averaging.”

“This is a way to heighten your skills that didn’t exist before to an average level, but then this is going to kill the creativity and uniqueness you bring to the picture.

Tech recommendations

• ChatGPT
• Gemini 3
• Claude

Resource recommendations

Podcasts:

• The Artificial Intelligence Show by SmarterX
• Gartner ThinkCast

Shout-outs

• Paul Roetzer, Founder and CEO of SmarterX for non-hyped AI news that matters 
• Alexandra Roux – SVP of Product Delivery at RAB2B
• Mo Gawdat, International Best Selling Author and Serial Entrepreneur

About the Guest

Yasemin Dalkilic is the Head of AI at RAB2B, where she helps the agency and its clients turn complex marketing challenges into practical, measurable systems. With a background in mathematics and programming, she cuts through AI hype to focus on clarity, execution, and what works now, prototyping, testing, and iterating until workflows drive faster decisions and real outcomes. Her guiding belief is that progress beats demos and process beats theater.

Before her work in AI and technology, Yasemin was a world-record-holding freediver. Training to dive hundreds of feet in a single breath taught her how to stay calm under extreme pressure and approach the most complex problems with discipline and intent, a mindset she brings to leading AI transformation today.

Connect with Yasemin.