AI doesn’t just change what marketing does—it changes how marketing works. In this session, leading marketing and strategy professors, alongside experienced CMOs, explore how the marketing operating model must evolve for an AI-driven world. From new decision rights and workflows to rethinking roles, agencies, and accountability, this discussion moves beyond org charts to examine how intelligence, automation, and speed reshape the function itself. Grounded in research and real executive experience, this session offers a practical, future-ready perspective on how marketing organizations must be designed to deliver growth when AI is embedded everywhere. This is a follow-on to ten years of research by the Global Board of the Marketing + Media Alliance.