A survey of marketing executives finds that although marketing capabilities are viewed as important to business success, their companies are systematically undermining their role. Visible across budgets, hiring, organizational behavior, and strategic priorities, this pattern weakens how marketing knowledge and skills can add value to companies even as AI is challenging the nature of marketing's contributions. Marketing capabilities ' the complex bundles of skills, processes, and organizational know-how that enable companies to implement customer-related activities and adapt to marketplace changes ' are rated by marketing professionals as important to business success. At the same time, artificial intelligence is rewriting the rules of content creation, customer targeting, and performance measurement. Responsibilities such as managing generative engine optimization (GEO) are emerging as vital online capabilities that did not exist even two years ago. Eighteen years ago, one of us...
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