Much of the marketing stack is priced and purchased as infrastructure, but many parts are actually coordination layers that AI can increasingly replicate. The shift introduced by AI is not collapsing the stack — it is repricing it. The misconception about large parts of the stack is that they’re priced and purchased as infrastructure. In reality, much of that value sits in coordination wrappers. They are useful, necessary and often well designed, but they remain interfaces layered over the same underlying operational tasks. While AI reduces the cost of those wrappers, it does not reduce the cost of carrying liability. What we are seeing is not collapse but repricing. For CreativeOps and MOps leaders, the challenge is becoming clearer: distinguish which parts of the stack are convenience layers and which parts absorb real operational risk. ## AI makes substitution credible in coordination layers Generative and agentic AI have dramatically reduced the time required to reach a working internal prototype.…