Our Technology Marketing Alliance (TMA) event last June had a provocative title: When will AI replace the marketing function? The webinar was well attended, and we received many requests to continue the conversation. Six months later, as we head into 2026, the more urgent–and more honest–question is this: what has AI already changed, what will it change over the next 12 months, and what does that mean for CMOs of B2B tech companies now?

This program was designed for CMOs at B2B technology companies who are navigating real pressure –delivering growth (often doing more with less), improving efficiency, and proving impact – all while sorting effective AI use cases from noise. Featuring perspectives from DC area CMOs and marketing leaders, the interactive discussion moved beyond the hype to focus on what is actually happening inside marketing organizations today.

This program explored:

• Which parts of the marketing function are truly at risk—and which are becoming more valuable

• How the marketing org chart is evolving in response to these changes

• What marketing work is being automated today versus augmented

• Where human judgment, trust, and narrative still matter most

• How CMOs should approach AI adoption, governance, and experimentation going into 2026

• Use cases that are actually working and what lessons can be learned

Thank you to all who joined and participated. Stay tuned for information about our Q2 webinar. Check out the full recording here: https://youtu.be/qTSFk1BbRZ4