AI-native marketing teams: Rethinking roles, skills and structure

What does a marketing team look like when AI is embedded in every part of their workflow, from research and briefing to creative, measurement, and sales enablement?

In this episode, host Ben Walker is joined by Scott Allen, General Manager of Global Marketing, Privacy and Agency Management at Microsoft, to explore what it really means to build an AI‑native marketing team without losing the human premium.

Drawing on insights from CIM’s new AI report, Scott explains why AI won’t simply “take all the jobs”, but it will change them. He shares how Microsoft has adopted AI internally, what that has meant for teams, and how leaders can redesign roles, apprenticeships, and talent pipelines so humans and AI work together, not in competition.

If you’re a marketing leader, or an ambitious early‑career marketer wondering how to stay relevant in an AI‑driven world, this episode is for you.

In this episode, you’ll learn:

· How to balance automation and human judgement so you protect the human premium

· What Scott learned leading AI adoption at Microsoft, and how smaller organisations can apply the same principles

· A simple approach to getting started: where to pilot AI, what to measure, and when to scale (or stop)

Listen now to rethink what a marketing team is and how you can lead your organisation towards a confident, AI‑native future.

Want to know more? Check out the CIM Content hub now for all things marketing.

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