At the end of every year, I like to step back and look for patterns that lead to trends. This year, one stood out above everything else. Marketing is changing. And I saw it firsthand across clients, industries, and some of the biggest brands in the world. So I put pen to paper for a recent Fast Company article, breaking down what’s actually driving that shift. Not just the hype, but how it’s showing up in the teams, tools, and processes that power modern marketing. Yes, AI and data are a huge part of it. But so are collaborative, cloud-based tools and the ability to work seamlessly across continents. Speed and cost are obvious drivers. Faster and cheaper always matter.

But what’s really changed is the ability to use data and personalization at a scale that was barely imaginable until recently. And the impact goes way beyond efficiency. It’s reshaping how ideas are formed, how teams scale, and how decisions get made in real time. In the article, I dig into all of it. And why I don’t believe creativity has to die in the process.

Link: Fast Company