Sneak peek: AI-native marketing teams

What does a marketing team look like when AI is embedded in every part of their workflow, from research and briefing to creative, measurement, and sales enablement? 

 

In this episode, host Ben Walker is joined by Scott Allen, General Manager of Global Marketing, Privacy and Agency Management at Microsoft, to explore what it really means to build an AI‑native marketing team without losing the human premium.

If you’re a marketing leader, or an ambitious early‑career marketer wondering how to stay relevant in an AI‑driven world, this episode is for you.

Can’t wait for the full episode on Thursday? Check out the CIM Content hub now for all things marketing.

Creators and Guests

Host

Ben Walker

Host, CIM Marketing Podcast

Guest

Scott Allen

General Manager of Global Marketing, Privacy and Agency Management, Microsoft

What is CIM Marketing Podcast?

The official podcast of The Chartered Institute of Marketing.

We spotlight actionable strategies, highlight best practices, and source expert opinions to help you elevate your marketing game. Whether you're focused on digital marketing, content creation, SEO, strategy, or something else entirely, we’ve got you covered.

Get the latest news, trends, and insights from across the industry. Hosted by Ben Walker, this podcast offers accessible, relevant discussions on the big issues impacting marketing today.

This podcast is your essential resource for staying ahead of the curve.

Scott Allen: 00:10

An AI native marketing team is not a team where machines are running marketing. Let's be really clear about that. It's a team where AI has just been built naturally into how people understand customers, plan work, create options, measure impact, improve decisions. So they they just become another member of the workforce. And I also think that we need to start imagining a world where members of our teams are not only managing people or projects, they're also managing agents as well.

Scott Allen: 00:36

So I can really see and we're gonna see this for my team. You know, we just moved into a new financial year. Some of my team who are not managers today will start to manage agents, and I mean, like, five agents, 10 agents, and they will start to do work with them and for them like they are a member of the team. Now that might sound strange at first. It absolutely does if you're not and you're just starting out on AI, but it's a good thing.

Scott Allen: 01:00

Right? I think it's a good thing. If you have an agent working with you on tasks, probing you on what you're asking it to do, pushing you for clarity, helping you think through the work that becomes part of how the team operates.