AI

Blog series | Brands are rethinking their internal marketing capabilities (3/5)

Tue, 20 Oct 2026 09:03:05 +0200

During two roundtables, UBA brought together advertisers from different sectors to explore how their collaboration with creative and media agencies is evolving in the age of AI. The discussions highlighted that this transformation is not limited to agencies. Brands themselves are adapting their marketing organisations, developing new capabilities and rethinking how they work with external partners.

One of the four main learnings from the roundtables is that advertiser-side marketing teams are becoming more tech-enabled, more insight-driven and increasingly capable of managing media activities themselves. However, while technology creates new opportunities, participants stressed that the fundamentals of marketing remain unchanged: understanding customers, building strong brands and creating long-term value.

Presenting an AI vision within your company or team: from strategy to sense-making

Tue, 06 Oct 2026 09:33:33 +0200

Today, AI is no longer a peripheral experiment for many organisations. According to McKinsey’s The State of AI 2026, 88% of organisations now use AI in some form. However, only 7% have succeeded in scaling AI across the organisation in a way that allows them to realise its full value and return on investment.

It is precisely in this context that communication becomes critical. As investment in AI continues to grow, expectations are understandably high. Yet organisations, departments and teams often lack a clear sense of where they want to go with AI and, equally importantly, what that direction means in practice for the people who work there. A strong AI vision helps bridge this gap by translating ambition into a clear and meaningful direction for the organisation and its employees.

Strategic thinking and upskilling as priorities in marketing in the age of AI

Tue, 06 Oct 2026 09:36:39 +0200

AI may be transforming how marketing work gets done, but it is also increasing the value of skills that technology cannot easily replicate. WFA research identifies strategic thinking as the industry’s biggest talent shortage and warns that organisations may struggle more with upskilling their people than with accessing new technology.