One of many prime questions we get from Forrester’s B2C advertising and marketing shoppers is, “How ought to I restructure my advertising and marketing org?” And to be sincere, that’s a loaded query, because it assumes that the org chart is the issue. (Spoiler: Most frequently, it’s not.) However AI is already altering how advertising and marketing will get completed, who does it, and the place work occurs. And sure, that features its construction, too. CMOs are reevaluating roles, groups, and workflows to seize each the effectivity beneficial properties and inventive upside that AI allows. Over half (52%) of US B2C advertising and marketing executives in Forrester’s Q3 2026 CMO Pulse Survey point out that they’re aggressively increasing AI investments throughout advertising and marketing.
Our latest report on the AI CMO breaks down CMOs’ elementary rigidity with AI: They want a transparent progress‑anchored imaginative and prescient whereas additionally making room to guide by way of the uncertainty that AI creates. This requires CMOs to personal the function of change chief so as to grow to be a greater progress chief. And our just-published report on the Forrester B2C Advertising and marketing Capabilities Map and Evaluation diagnoses your advertising and marketing operate’s readiness for sustained progress — viewing AI not as a functionality however because the battery in your advertising and marketing assets. However how do advertising and marketing executives really go about AI-enabling their advertising and marketing organizations? That’s precisely why we’re excited to welcome Peter Kim again to Forrester.
Welcome Again, Peter Kim!
Nearly 20 years in the past, Peter Kim was a senior analyst at Forrester who lined subjects together with the customer-entric advertising and marketing group. Since leaving Forrester, Peter has constructed a formidable profession spanning client-side management, consulting, and company innovation. Alongside the way in which, he served as world vp at LEGO, chief digital officer of Cheil Worldwide, chief technique officer at Dachis Group, interim CEO of The Barbarian Group, and most not too long ago CMO of The Bicester Assortment, a €4 billion luxurious retail enterprise.
Throughout these roles, Peter led large-scale org transformations, loyalty and buyer expertise initiatives, digital modernization efforts, and AI deployments starting from media combine modeling and predictive buyer lifetime worth to agentic fraud detection. He additionally coauthored Social Enterprise By Design and has keynoted trade occasions together with Cannes Lions and SXSW.
The present advertising and marketing working cadence was designed for a world of mass media campaigns and linear shopper journeys. Creating aggressive benefit within the age of AI requires accelerating to a tempo unachievable by totally human groups.
Now again at Forrester, Peter helps B2C advertising and marketing executives reply a few of their largest questions: What work ought to AI personal? What nonetheless requires human judgment? How do planning and execution change when AI is embedded into on a regular basis advertising and marketing operations? And what ought to the advertising and marketing group really appear to be as these modifications take maintain? He additionally advises leaders on the governance, expertise, and operating-model selections required to place AI to work responsibly and successfully.
Watch the video above to be taught much more about Peter. And should you’re a Forrester consumer, you possibly can schedule a Forrester steerage session or inquiry with him beginning right now.