The business world and technology investors have certainly embraced artificial intelligence. According to Goldman Sachs research published in August 2026, global AI investment this year is expected to exceed $1 trillion.

AI is now a force multiplier in how organizations think about and reimagine operations across business functions, cut costs, increase productivity, and enable people to be in more strategic roles. AI is also a major source of concern if not governed with adequate and rapidly-changing guardrails.

For marketing, sales, and channels professionals, their workplace reality is moving very fast. Every week brings new capabilities: writing marketing copy, analyzing customer accounts, researching prospects, generating sales cadences, and summarizing meetings; as a few examples. According to National University, AI is changing our work from less manual to more strategic orchestration, raising expectations for higher-order human skills and resiliency.

“Some jobs will be consolidated and certain disciplines will begin to have higher expectations around the breadth of their work,” said John Jamison, Vice President of Engineering at H/L Agency. “The on-the-ground reality is that AI is opening us up to things that we would not have ever done before. One example is in the creative realm. For things like VFX and video production, AI has opened up opportunities and work that, due to our scale, we would have never previously been able to take on.”

Human workforce responsibilities will inevitably change or consolidate in many situations. But rather than eliminating talent, AI can enable adaptive people to be more productive and resilient professionals with new capabilities previously available only to large enterprises with significant budgets.

Yet, as MIT Sloan research highlights, when execution is cheap, quality control becomes the primary bottleneck and a source of value. Professionals and collaborative GTM teams who thrive won't be those competing against algorithms, but those who serve as domain experts to guide AI outputs, maintain trust, and connect insights directly to measurable business outcomes.‍

Creatorbase member-led series

This is Part 1 of a new Creatorbase growth series. Over the next few months, I will lead practitioner-based conversations with marketing, sales, and channels experts inside Creatorbase and outside across industries.

Coming up, we’ll focus on the following topics:

• AI will change your job before it eliminates it. How to assess your daily tasks and reimagine your skillset and new tools.
  
• Don't become an AI expert, be an AI-enabled Co-creator. How to maximize your human judgment in your business domain when machines increasingly handle more automated workflows.
  
• The future of AI-augmented work can be shaped now by business domain experts. How to innovate for and connect automation to revenue impact and outcomes that matter.

Help us help you and others

Your marketing, sales, or channels role can either contribute to our reporting or benefit from it. Here are three ways to engage right now:‍

• Apply to join Creatorbase to access member-only discussions and Co-cre8 project teams for this series and more.
• Subscribe to the Creatorbase Brief™ weekly newsletter for ongoing series updates.‍
• Share on LinkedIn with #CreatorbaseGTM hashtag.