AI transformations fail where all transformations fail, in the operating model. The specific AI failure is handing the whole thing to the people who know the tool and calling it adoption. The people who know the work have to lead, with the tool people alongside them.

As AI reshapes marketing, do you have the right team in place? This post explores what makes a team “AI-ready”—from use case thinking to cross-functional collaboration—and addresses how roles may evolve or disappear. It’s not about replacing great marketers, but enabling them to thrive. Part of a practical series for marketing leaders navigating AI with purpose.