Pega's research shows that organizations getting value from agentic AI first re-engineered their processes. They moved from siloed, channel-based departments to smaller, agile teams with end-to-end campaign control, using AI agents as force multipliers for specific tasks.

AI tools are dissolving the traditional boundaries between product, design, and engineering. This shift makes functional silos archaic. The future of organizational design is smaller, cross-functional groups that own a customer problem end-to-end, rather than being grouped by capability like "the engineering team."

A new organizational model is emerging where companies create small, agile teams comprising a senior expert, an engineer, and a marketer. Empowered by AI tools, these pods can develop and launch new products in a week, a task that once required large teams and over six months.

Ramp is shifting its marketing org away from specialized roles like "SEO Lead" or "Paid Lead." Instead, they are developing generalist marketers who oversee fleets of specialized AI agents that handle tactical execution. This redefines the marketer's role as a strategist and system operator, not a button-pusher.

Instead of adding AI tools to existing workflows, Qualcomm is radically redesigning its marketing department. The new model places a foundational AI systems architecture at the core, with processes and people organized around it. This holistic approach aims for true transformation rather than incremental efficiency gains.

Historically, organizational structures existed to manage information flow. AI can now encode that institutional knowledge into agents that democratize data and decision-making. This enables small, autonomous teams to execute faster without the need for traditional management layers for communication.

When engineering ships features multiple times a day, a traditional marketing organization becomes a bottleneck. Marketing's new role is to enable engineers to be marketers by providing systems, tools, and guardrails, rather than controlling all launches.

Shift from departments staffed with people to a single owner who directs AI agents, automations, and robotics to achieve outcomes. This structure maximizes leverage and efficiency, replacing the old model of "throwing bodies" at problems.

AI will reshape marketing teams into a 'barbell' structure: senior leaders with taste and conviction on one end, and hyper-efficient executors with AI tools on the other. The middle layer of management, focused on relaying opinions and approvals, will be collapsed by speed and automation.