Forrester: CMOs should focus on how AI changes marketing work, not just roles

Short summary

Forrester argues CMOs are asking the wrong question about AI and marketing — focusing on roles instead of how AI changes the work itself. AI transforms marketing tasks and workflows before it reshapes org charts. CMOs should first understand AI's impact on day-to-day work, then redesign roles around that new reality.

• •CMOs should focus on how AI changes work, not just roles
• •AI transforms tasks and workflows before org structure
• •Redesign roles around the new AI-augmented work reality

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