AI Exposes Marketing Operating Model Gaps
Forrester warns that AI adoption is exposing structural gaps in marketing operating models, urging CMOs and transformation leaders to define decision rights, governance, and roles to avoid pilots stalling. The firm says AI amplifies inefficiencies when organizations lack clear ownership and aligned incentives, and offers leadership actions including defining AI's role, accelerating decisions intentionally, and establishing a shared North Star. Forrester will host a related session April 26–29, 2026, at its B2B Summit in Phoenix.
Scoring Rationale
Actionable, credible Forrester guidance on organizational readiness, but constrained by promotional framing and limited novel, evidence-backed findings.
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