AI hasn’t changed the fundamentals of marketing, but it has changed the conditions in which marketing gets done. With adoption now widespread and early value emerging for companies that scale, 2026 will be defined not by more tools or pilots but by the leadership choices that reshape how teams work. This final post in the series lays out a practical agenda for the year ahead.

AI will make good marketing faster, and bad marketing louder. It could free teams to think bigger or flood the world with the same safe ideas. The difference won’t come from the tools, but from leadership: how we shape the culture, judgment, and taste around them.

AI is changing how marketing decisions are made — not just who makes them. This post explores how governance and decision rights must evolve for an AI-driven world, where algorithms act faster than old processes can keep up. It’s about blending hard structure with human judgement so marketing teams stay adaptive, accountable, and in control.