MarTech: How to build a marketing team with AI coworkers

This article was written by Greg Kihlström for MarTech. Read the full article here.

You’re likely deep into your 2027 planning these days, so headcount, budget, and the people needed to execute your big plans for the year are likely top of mind. Beyond people, you also need to consider data and platform needs. AI-enabled roles add another consideration: How will they change team responsibilities and reporting structures? Planning for these roles today will support your 2027 plans and prepare your organization for what’s to come.

Several platform vendors have spent this year building products and features that are vying to be hired for one or more non-human roles in next year’s org chart. How many of the roles on your 2027 org chart will be non-human, and what will a truly hybrid workforce look and operate like?

Hiring your first virtual coworkers

Optimizely recently announced Virtual Teammates at their 2026 Opticon conference earlier this month. When you pull it up, the interface presents a directory you can hire from, similar to reviewing a contractor’s resume on a job site.

This article was written by Greg Kihlström for MarTech. Read the full article here.