Retrofitting is what marketing did in response to disruptions like the internet, then social media, then mobile. It is what many expect to continue to do in response to the end of third-party cookies, the growth of privacy regulations and the rise of generative AI. It's no longer enough.
"The waves are about to change," said Matt Moorut, senior director, analyst. Disruptions will exponentially increase, and we will see "waves of convergent disruption." There will not be the time or capacity to retrofit existing marketing methods to the multiple waves of new challenges.
That implies giving AI an appropriate degree of anonymity. It can go beyond responding to human prompts and directions; it can already recommend actions; one day it will be ready to take those actions by itself. We may not be there yet, but this is the time to begin planning for that day, in particular by reflecting on how team talent and technology align.
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