ISO 10668 — the international standard for monetary brand valuation — is being revised for the first time since 2010. But the revision is only part of the story. AI is changing how brand strength gets measured, brand visibility in AI search is emerging as a new dimension of brand equity, and the M&A market has made formal valuation more commercially relevant than ever. Andrea Linehan on what's changed and what practitioners should do now.

In mid-2025 I published a function-by-function breakdown of AI in B2B marketing. Nine months later, that framework feels incomplete. AI isn't just changing individual functions anymore — it's dissolving the boundaries between them. This is a complete reimagining, structured around the five modes of work that actually define how B2B marketing teams operate in 2026.

Block just cut its workforce nearly in half, citing intelligence tools. The Microsoft AI CEO says all white-collar jobs could be automated in 18 months. If you're a marketing leader, the noise is deafening. Here's what AI is genuinely replacing in marketing teams, what it can't, and what the smart response looks like.

In mid-2025 I published a function-by-function breakdown of AI in B2C marketing. Nine months later, that framework feels incomplete. AI isn't just changing individual functions anymore — it's dissolving the lines between content, social, performance, and personalisation entirely. This is a reimagining, structured around the five modes of work that define how consumer brands actually operate in 2026.

Every January I step back and think about what's actually changing versus what's just getting louder. After publishing detailed AI breakdowns for B2B and B2C marketing last year, I think the function-by-function lens is starting to break down. Here are the five shifts I'm watching this year — and the one that's already overdue.

A year ago, most marketing teams were experimenting with AI. By December 2025, the experiments are over. Here are five lessons from the year that should change how you plan, hire, and invest in 2026 — from the search traffic model breaking to the content volume trap that caught everyone off guard.

Every second LinkedIn post mentions agentic AI. Half are vendor announcements. The other half predict the end of marketing teams altogether. Here's what agentic AI actually means for your marketing operation in practice — where it works, where it doesn't, and a framework for getting started without blowing your budget.

AI spending is going up but confidence in measurement is going down. Most CMOs measure AI productivity — time saved, content produced — but that's a cost-centre argument. Here's how to measure what actually matters: effectiveness, capability, and revenue impact, in language your CFO will trust.

AI is no longer optional in B2C marketing—it’s the backbone of competitive strategy. This guide breaks down how artificial intelligence is reshaping every function, from brand building and content creation to customer retention and analytics. Ideal for senior marketers and founders, it offers a diagnostic framework and platform-specific insights for navigating the AI-first era of consumer engagement.

AI doesn’t have to feel overwhelming. In this article, I share my personal upskilling journey—from using ChatGPT for basic searches to building AI agents—and practical steps anyone can take to build their AI confidence.

For years, professionals, influencers, and executives have been told to cultivate the perfect personal brand—polished, curated, and aspirational. But in an era where audiences crave transparency and relatability, is the era of the hyper-curated personal brand coming to an end? This article explores why authenticity is taking centre stage, how businesses and individuals can adapt, and what this shift means for the future of branding and marketing.