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19 March 2026 / Brief
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Copy LinkAs marketing and communications teams increasingly use AI as part of their work routine, marketing and comms leaders anticipate significant changes to team structure and the ways of working. This brief highlights findings on the featured topic in the January-February wave of our CMO-CCO Meter survey: how AI is impacting marketers’ and communicators’ team structure.
More than a third of marketers and communicators anticipate that their teams will be “more technical/data-literate talent” and “more AI-focused or AI-specialized roles” in the next two years. This suggests an AI-forward mindset for their teams. Consistent with generally being early AI adopters and more AI-forward, marketers are relatively more focused than their comms peers on transforming their team for AI.
Marketers expect notably more team changes than their comms colleagues do, suggesting they are more focused on an AI transformation of their work (Figures 1 and 2). More communicators (15%) than marketers (10%) expect no significant changes to their team’s structure.
Marketers prioritize integrating AI, including AI agents, into their team’s work more deeply than communicators do, which mi
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