In this opinion article, Gerardo Mariñas examines how Artificial Intelligence is driving a structural shift in marketing—less focused on channels or formats and more on operating models, internal capabilities, and leadership itself. Looking ahead to 2026, AI moves from being a one-off initiative to becoming a strategic responsibility of the CMO and a key driver of competitiveness.

The article highlights the evolution of the CMO role towards a more transformative profile, where technological literacy, strategic discipline, and analytical capabilities gain importance without sidelining creativity. Marketing teams are progressing towards hybrid models that integrate technology, data, and creative thinking, with a strong focus on delivering real business impact.

The piece also explores the changing role of agencies, increasingly expected to act as transformation partners by providing not only creative ideas, but also strategic vision, proactivity, and support in organizational and technological change. In an environment of growing complexity, clarity, prioritization, and maturity emerge as true competitive advantages.

👉 Read the full article here:

https://www.periodicopublicidad.com/articulo/opiniones/2026-adaptarse-morir-inteligencia-artificial-ia-va-desencadenar-cambio-sistemico-marketing/20260310104559170153.html