Marketing SIG: Agile Marketing in the Age of AI – Adapting Skills, Roles, and Ways of Working
Meet upEnglish
Network & Connect
Share Insights
Learn Together
Shape the Future
Why This Event?
As AI reshapes marketing delivery, the real question isn’t what tools we use, but what makes us valuable.
Gartner predicts that by the end of 2026, half of global organisations will require “AI-free” skills assessments as critical thinking declines among heavy AI users. That raises an uncomfortable but necessary question for marketers: which muscles are we no longer training—and what happens when the brief, the boardroom challenge, or the brand crisis lands and the model can’t help?
At the same time, the campaign era is closing. Consumer behaviour, channel algorithms, and AI capabilities are shifting faster than any quarterly plan can absorb. The marketers thriving in this environment are no longer designing campaigns – they’re designing systems: feedback loops, decision rules, governance structures, and team rituals that respond intelligently to constant change.
But systems are only as good as the people interpreting them.
The capabilities that now define high-performing marketers are the ones that don’t scale easily with AI: critical thinking, pattern recognition, brand instinct, audience empathy, and the judgment to know when the data is right, but the answer is wrong.
In a world where execution is increasingly commoditised, advantage comes from what you choose not to do, as much as what you produce.
This panel brings together marketing leaders to explore how roles, skills, and ways of working are evolving in response.
What to Expect?
- How to prevent capability decay as AI takes on more execution
- The shift from campaign thinking to systems thinking
- Where to draw the line between human and AI contribution
- The skills that will define employability in the next generation of marketing
- How Agile ways of working can help teams continuously adapt and stay relevant
Unlock this resource
You’re reading a preview of this resource. Become a member to access the full resource and explore our library of expert insights, research, and practical guidance on business agility.
Exclusive resources
Access premium guides, templates, and industry reports.
Community forums
Connect and discuss with peers in private groups.
Event discounts
Get special member rates on conferences and courses.
Professional development
Continuous learning paths to advance your career.
SIG FAQs
Our SIGs are open to anyone with an interest in the topic, whether you’re a practitioner, leader, student, or simply looking to learn from others.
No, you do not need to be a member to attend our SIG events. However, you will need to register as a subscriber. Becoming a subscriber is completely free and gives you access to event registrations, community updates, and other valuable resources. Sign up as a subscriber to start participating in our SIG activities.
Simply join a meetup session, contribute to discussions, share your experiences, or volunteer to help shape future activities.
Agility Impact Awards 2026
Now in their 4th year, the Agility Impact Awards recognize organizations, teams and leaders who go beyond adopting agile ways of working to genuinely embody the principles and deliver lasting impact.
Entry is free. Submit multiple applications across different projects or categories, or nominate a colleague, team or organization deserving of recognition.
