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# CMOs Are Asking The Wrong Question About AI
- URL: https://adjacent.media/signals/cmos-are-asking-the-wrong-question-about-ai/
- Published: 2026-07-15T16:14:23.000Z
- Updated: 2026-07-15T16:14:23.000Z
- Description: The instinct to restructure teams around AI capabilities misses the actual strategic work: CMOs should first define what marketing outcomes they want to achieve, then determine which roles (human or AI-driven) enable those outcomes.
- Author: Jonathan Greene
- Tags: #signal, theme-brand, marketing strategy, talent/org strategy, ai adoption in marketing

Source: [Featured Blogs - Forrester](https://www.forrester.com/blogs/cmos-are-asking-the-wrong-question-about-ai-and-marketing-roles/?ref=adjacent.media)

The instinct to restructure teams around AI capabilities misses the actual strategic work: CMOs should first define what marketing outcomes they want to achieve, then determine which roles (human or AI-driven) enable those outcomes. Forrester identifies a real execution trap—organizations rushing to hire "AI specialists" or eliminate "redundant" roles before clarifying whether their marketing engine is actually broken or just poorly calibrated.