> ## Content Index > Fetch the complete content index at: https://www.foundedbywomen.org/llms.txt > Use this file to discover other available public pages before exploring further. # Allison Isett of Sponge on Why AI Works Best as a Partner, Not a Replacement - URL: https://www.foundedbywomen.org/women-who-lead/allison-isett-of-sponge-on-why-ai-works-best-as-a-partner-not-a-replacement/ - Published: 2026-10-28T02:07:28.000Z - Updated: 2026-10-28T02:07:28.000Z - Author: Editorial team - Tags: Women Who Lead [Allison Isett](https://www.linkedin.com/in/allisonisett/?ref=foundedbywomen.org) is the COO of [Sponge](https://sponge.io/?ref=foundedbywomen.org), a certified woman-owned marketing and sales operations agency that helps B2B companies build the marketing and revenue systems behind their growth. With more than 20 years in marketing operations, she is also speaking on AI for revenue teams at MarketingProfs B2B Forum in November. In this Q&A, Allison shares what first pulled her into marketing operations and what still keeps her excited about it, the most common mistake small teams make when they start using AI, and what she would tell a woman founder who does not know where to begin. Her perspective is a practical reminder that AI works best as a partner rather than a replacement, and that one clear problem paired with one well-chosen tool is enough to build on. > Know a woman leader doing incredible work? The **Founded by Women Awards** are open for entries - founders, executives, professionals and changemakers alike. Showcase your story, gain visibility and connect with a community of leaders. 👉 [*foundedbywomen.org/awards*](https://www.foundedbywomen.org/awards/) --- ### Q: What first pulled you into marketing operations, and what still keeps you excited about it after 20 years? I've always loved technology and organization. In college, I majored in English with a focus on technical writing, so I didn't picture myself in marketing operations. Then my first job out of college was at Agora, a private publishing company that had built many of its own systems: the CRM, the marketing automation platform, invoicing, and P&L reporting. They were interesting, but they didn't always work well. I became fascinated with how those systems worked so I could do my work better and faster. When some of my tinkering paid off and automated work for the whole team, that was my 'aha' moment. I realized I wanted to help organizations choose and get the most out of their technology, ideally somewhere that valued operations work. Twenty years later, what still excites me is that the technology never stops changing, and I'm naturally curious, so I get to learn something new almost every day. I also love teaching others and watching their work get simpler. That never gets old. ### Q: Lots of small teams use AI in scattered ways. What do you see them get wrong most often when they start? The most common mistake I see is jumping in without clear expectations. Some people expect AI to do the whole job for them. When the first result isn't what they hoped for, they get frustrated and give up before they've built the skills to use it well. AI works best as a partner, not a replacement, and getting good results takes some up-front work. I approach it the way I'd approach writing a paper: start with an outline. What exactly do I want the tool to do? What context, examples, or inputs does it need from me to succeed? Investing that time once means the next time I run the same task, I get a fast, reliable result, and I can share that approach with the rest of the team instead of everyone starting from scratch. ### Q: What would you tell a woman founder who wants to bring AI into her business but doesn't know where to begin? First, I'd tell her she's already ahead. Wanting to bring AI into her business is the hardest step, and she doesn't need to be a technical expert to lead it. Founders already have the most important skill: Knowing exactly where their business needs help. So start there. Pick one business problem and one AI tool, and get that combination working well before rolling it out across the organization. You don't need a big budget up front. Instead, invest your time, learn that one tool deeply, and get your team comfortable using it. Then document the win. What problem did it solve? How much time or money did it save? That gives you a success story to share with your team and the evidence to justify investing in more powerful tools later. Most importantly, lead the way you want your team to work with AI. When they see you experimenting, learning, and sharing what works, they'll follow. Women founders are already building businesses with fewer resources and more creativity than most. AI is one more tool to multiply what you're already capable of, and you get to decide how it works for you. > Are you a woman leader with an inspiring story? Founded by Women elevates the voices of women making an impact. > Breaking barriers or paving the way for others? We'd love to feature you. Get in touch! 👉 [hi@foundedbywomen.org](mailto:hi@foundedbywomen.org)