AI is accelerating product development and expanding marketing's responsibilities, but most marketing organizations struggle to keep up because their operating model is outdated, write Michelle Taite, John Winsor and Will Fernandez. HubSpot and Amazon Web Services are among those adopting a new model called the agentic marketing organization, which combines human-agent collaboration with a shared foundation of intelligence, leading to faster execution, reduced costs and increased ROI, they write.

The model requires marketers to shift from task-based work to system-based thinking and orchestration.