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# CMOs Must Rebuild Marketing Operations For AI Accountability
- URL: https://adjacent.media/signals/cmos-must-rebuild-marketing-operations-for-ai-accountability/
- Published: 2026-06-23T16:26:50.000Z
- Updated: 2026-06-23T16:26:50.000Z
- Description: Forrester reports that CMOs are now accountable for AI-driven revenue outcomes rather than campaign metrics, forcing marketing departments and agencies to restructure. Teams need new skills, different vendors, and workflows that monitor AI model performance alongside creative and media buying.
- Author: Jonathan Greene
- Tags: #signal, theme-brand, marketing strategy, organizational change, ai adoption in marketing

Source: [Featured Blogs - Forrester](https://www.forrester.com/blogs/ai-forces-a-redesign-of-how-marketing-and-agencies-work/?ref=adjacent.media)

Forrester reports that CMOs are now accountable for AI-driven revenue outcomes rather than campaign metrics, forcing marketing departments and agencies to restructure. Teams need new skills, different vendors, and workflows that monitor AI model performance alongside creative and media buying. Legacy agency models built on human creative labor face pressure; in-house capability-building and vendors offering integrated predictive workflows gain ground.