There you are, Monday morning, already drowning in approvals, briefs and back-to-back meetings—with the urgent overshadowing the important. For many marketers, this is the hamster wheel reality There’s little time to rethink how you work because of the relentless doing.
Yet artificial intelligence is on the verge of transforming nearly every facet of marketing, from how brands engage customers to how internal teams collaborate. Redesigning your marketing operating model to capitalize on AI’s opportunities and challenges isn’t just a nice idea anymore—it’s fast becoming a critical priority.
Too often, though, marketing departments have grown by adding new teams or channels (such as social or mobile) one after another, resulting in silos. Over the years, I’ve noticed how no two marketing organizations look alike, and unlike finance or IT, there’s no best-in-class model. AI isn’t just another silo you can plug in; it cuts across every aspect of marketing. Unless you clarify how your operation should work, AI’s impact may happen to you rather than for you.