Marketing management
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What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
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Adding AI or headcount won’t fix a marketing skills gap
AI can increase output while creating more work for your best people. Three practical checks can help you avoid that trap.
Email marketing’s history can guide AI governance
Attribution, accuracy, and authenticity offer a starting point for responsible AI use — and for protecting your brand's credibility.
Your brand isn’t as differentiated as you think
The tools meant to make marketing more effective may be making brands more alike. Here's why differentiation is becoming harder to sustain.
The CMO role is evolving before our very eyes
As brands that eliminate the CMO role gain attention in marketing circles, it's time to ask if it's more evolution than revolution.
Marketing has outgrown the organization built to run it
Martech connected the work across teams. AI is exposing how poorly authority, governance, and accountability followed.
Marketing artificial intelligence (AI)
The state of AI in marketing: Q4 2026
Examining where AI stands in Q4 2026 reveals a key gap: moving beyond basic tools requires systemic change to unlock real business value.
Not everyone in marketing should be an AI builder
Marketing teams are rewarding AI builders, but they also need maintainers, monitors, and users. Here's why those roles matter.
Brand measurement needs a new source of truth
AI makes it possible to combine search, social, ecommerce, and commercial signals for a more continuous view of brand health.
Apprenticeships are the key to saving early-career marketing roles
Junior roles face an unprecedented AI squeeze. Here is how to build structured apprenticeships to preserve the supply of marketing talent.
Stop building strategy around your martech stack
A bloated martech stack can create more noise than capability. Identify the gaps worth solving before buying another tool.
4 reasons your brand guidelines must become a brand system
Brand guidelines can tell people what’s allowed. A brand system helps them understand why it works — and when to adapt it.
How to build a visual SEO strategy for AI search
Move beyond optimizing individual images by connecting visual assets to authoritative entity data and keeping those signals consistent.
What marketing job postings say about AI skills
Research shows employers want marketers who can turn processes into working AI automations.
Marketing artificial intelligence (AI)
AI made marketing faster than it made marketing better
AI can accelerate production, but it can’t decide what’s worth making, who it’s for, or how success should be measured.
Marketing artificial intelligence (AI)
Why you need to stop treating LLMs like people
When you treat LLMs like thinking partners, you end up with vague prompts, hallucinations, and unreliable outputs.
The martech skills you need to survive
Build portable expertise, owned relationships, and adaptable skills that help your marketing career gain from AI and platform changes.
The real AI advantage is what your company already knows
AI amplifies what you feed it. Capture customer knowledge, past decisions, and hard-won experience to make that output more valuable.
Marketing artificial intelligence (AI)
How to build a marketing team with AI coworkers
Before adding AI agents to the team, marketers need to decide what they can do alone, what needs review, and who remains accountable.
When flat marketing budgets threaten growth
Find efficiencies across AI, agencies, technology, and staffing while protecting the investments that drive future demand.
Do you really need so much marketing?
Every new asset creates more work downstream. Rethink review, approval, and testing before scaling AI output.
What happens to martech when the CMO disappears?
Fewer Fortune 500 companies have CMOs, but marketing isn't going away. Its broader mandate is changing what martech needs to deliver.
Marketing artificial intelligence (AI)
The problem with AI doing exactly what you ask
AI agents don't need to go rogue to create problems. They can simply pursue a poorly defined objective with remarkable effectiveness.
Companies are measuring AI against the wrong goal
AI productivity gains won’t translate into growth unless companies connect their AI strategy to creating more value for customers.
The next martech strategy starts with the operating environment
The people who “just know how things work” have been the hidden infrastructure of martech. AI is making that impossible to ignore.
Why marketing keeps redrawing its org chart
Every marketing org structure solves a different problem. The challenge is knowing when your current model has stopped solving yours.
Marketing artificial intelligence (AI)
Who owns your AI agents after they launch?
AI agent ownership often falls between teams. Here’s how to assign responsibility for maintenance, oversight, and retirement.
AI exposes what your brand guidelines leave unsaid
Brand teams have always relied on people to interpret vague guidelines. AI turns those hidden assumptions into a problem that can scale fast.
AI can scale your promises faster than you can build trust
Your AI strategy shouldn’t be judged by how much marketing it produces. Look at whether it makes the next customer interaction easier to earn.
The real AI decision every CMO is making this quarter
AI is making common marketing capabilities easier to buy. The harder question is which company-specific workflows are worth owning.
AI is putting marketing’s in-house model to the test
CMOs once asked agencies to prove their value. AI could force them to answer the same question about their own teams.
Your next CMO will come from marketing operations
The CMO role is evolving, from creative to technical, and it may have finally found a C-suite ally in the CIO.
Marketing artificial intelligence (AI)
A better way to answer the AI ROI question
A three-layer framework separates AI foundations, working systems, and business outcomes without claiming revenue that can’t be proved.
Better data starts with treating people like people
From a McDonald’s order to a night at Madison Square Garden, ordinary experiences create detailed profiles people rarely see or can correct.
Marketing artificial intelligence (AI)
The AI governance test most marketers are missing
When AI gets a marketing decision wrong, the fix could belong in the rule, the control, the implementation or the authority behind it. Here's how to tell.
Better marketing starts after the results come in
Don’t let the campaign report end the conversation. Asking why and testing your hypothesis turns results into better decisions.
What the teams getting the most from AI do differently
Teams built around autonomy, experimentation, and cross-functional work can turn AI’s speed into faster campaigns without adding headcount.
Marketing contribution is the new attribution
Attribution turns complex buyer journeys into neat charts. Marketing contribution looks at the content, conversations, and decision points those charts miss.
Turn scattered AI wins into an organizational advantage
Useful AI practices often get trapped in personal docs and Slack threads. Here's how to spread them across the organization.
How to overcome the 3 barriers to AI adoption
The biggest barriers to AI adoption may be internal: inconsistent training, bias concerns, and tactics that get ahead of strategy.
How to decide what’s important when everything is urgent
Every task consumes time and resources. Here’s a system for deciding what earns a place on the agenda and what doesn’t.