Agile marketers worry about AI governance. Non-Agile teams still question if it works. That gap explains everything about who's winning. The Gist AI success isn’t about tools. Teams that focus on platforms over process consistently underperform, no matter how advanced the tech stack. Agile teams are pulling away fast. They integrate AI at 3x the rate of non-Agile peers, and the gap is widening year over year. The real advantage is operational. Test-and-learn cultures turn AI into strategic leverage, not just incremental efficiency gains. Every conversation about AI in marketing eventually lands in the same place: the tools. Which ones to use, which ones to trust, which ones are worth the budget. Teams spend months evaluating platforms, running pilots, building prompt libraries. And then they wonder why the results feel underwhelming. Here's what nine years of running the State of Agile Marketing Report has taught me: the tool is rarely the constraint. The way the team works is.…