But what does that shift actually look like for someone that's working in marketing today, and how can people be thinking differently about that value they bring for their organization?

Yeah.

I was talking to Jimmy Gibson.

He works at a Thrive Internet marketing agency.

I was talking to him last spring, and he was describing how on his team he needs a lot less of the content producers and a lot more strategists.

And so a lot of those content producers are shifting into a strategist role where they are, they're doing the content production as well, but he really, there's a need to see the bigger picture, and with AI, you're able to execute on more of these- ... tasks, and everyone is becoming a manager, even individual contributors.

The important parts are really deciding what work do we need to do, what's the best way to resource that work, whether it's with humans or with, uh, technology, and how do we ensure quality? So what does that actually look like for marketers? Last week, I was talking to a marketer who was working in pharma, and her company puts on these webinars for pharmacists, and she's building agents to do, like, the routine parts of her work.

But for our listeners that are wondering, "What does this mean for my career?" And, and most of them are in associations, uh, you know, association marketers, what would you encourage them to start doing right now to make sure they're not just adapting to where marketing is today, but really positioning themselves for where it's headed next?