Prior to 2026, marketing leaders have focused on AI access, getting tools into hands and encouraging experimentation. That phase is complete, with 91% of teams currently using AI.

Today, the challenge has shifted. A significant gap has emerged between AI adoption and realizing value. Our State of AI in Marketing 2026 report reveals a widening divide: 61% of CMOs are confident they can measure AI ROI, yet only 12% of individual contributors agree. 

This disconnect isn't a failure of technology or teams; it's a gap in process.

To bridge the gap, successful organizations are moving beyond using tools in an ad-hoc way to building systems that scale. They are reinventing their org charts and evolving traditional roles to support the transformation necessary to succeed in the operational era of AI.

This guide is your blueprint for that transition, including:

• The new marketing org chart: How traditional roles are evolving, with a brief job descriptions for emerging titles
• The rise of the content engineer: Why the most critical new hire is a systems architect who builds the pipelines that allow quality content to scale.
• From execution to orchestration: How to shift your team’s focus from manual production to managing content pipelines and agents that execute end-to-end work.

Download the ebook to see how marketing leaders are reinventing their teams for the future, based on a survey of 1,400 marketers.

‍