This document is a must-read if you’re working on AI beyond experimentation. It explains why successful AI adoption depends less on tools and more on leadership, data readiness, and skills. You’ll learn how organizations use generative AI to increase speed and productivity and where things go wrong without clear boundaries. 👉 Where do you currently see the biggest opportunity or risk in how AI is being used in your organization?

We’ve added an important document to the Classroom: Key trends for 2026. This article reflects how we think about the impact of AI on marketing in the coming years. Not as a collection of tools or tactics, but as a structural shift in how marketing teams operate, make decisions, and create value. The key message is clear: - AI is no longer an experiment or add-on - It becomes core infrastructure for marketing teams - The real differentiator in 2026 is not adoption, but integration into strategy, skills, and everyday work If you’re working in marketing, growth, or digital strategy, this document provides useful context for: - Where AI is heading - What capabilities teams will need - How roles and workflows are changing 📄 You can find the document in the Classroom under Articles and Whitepapers → Key trends for 2026. We recommend reading this as a strategic lens, not just a trend overview. Feel free to share your thoughts or questions in the comments.