Who Runs Marketing Now? AI-Powered Operating Models
Innovation Stage
Lecture
Information
As long as AI was a pilot project, the question of who actually runs marketing could wait. That time is over. Once AI agents take on fixed tasks in campaign work, roles and responsibilities shift between companies and their agencies, and so does the business model their collaboration has been built on. BVDW and Observatory International show what AI-powered operating models look like and where brands and agencies are renegotiating right now.
