Marketing teams test new channels, attribution models, and content formats ahead of other functions, and AI adoption follows the same pattern. Paid channels cost more while budgets tighten, pushing teams to deliver more without added staff. According to [MarTech](https://martech.org/the-cmos-guide-to-building-an-ai-first-marketing-team/), marketers already spend nearly twice as much time with AI tools as other roles.
McKinsey State of AI research shows adoption rising yet many firms still...