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Most major marketing shifts don’t announce themselves with a press release; they strike with a shock that scatters the chessboard. I witnessed this firsthand during the dot-com boom — a tectonic event that substantially rewired my profession.
And yet, the disruption we face today from artificial intelligence represents a shift of even greater magnitude. It isn’t simply a new tool; it feels more like an extinction event for an entire way of working. As a result, the professional environment is changing at breathtaking speed, and for marketers, the choice is the same as in nature: adapt or disappear.
The split creates two