The transformation of the role of a marketer in the age of AI: an analysis of the necessary competencies and team models

The article explores the profound impact of artificial intelligence (AI) on the marketing profession. The changes in the functionality of specialists are analyzed, the key competencies necessary for effective work in a new, technologically saturated environment are determined. Special attention is paid to the consideration and comparison of new models of marketing team organization that can maximize the benefits of AI. Based on the analysis of current research and industry practice, a comprehensive view of the future of marketing is proposed, where the synergy of human talent and artificial intelligence becomes the main success factor.