What changes are required in our marketing team's skills and structure to support transformation?

AI-powered marketing transformation requires adding AEO skills, strengthening data/ops, and reorganizing around cross-functional pods that ship tested answers weekly. The Starr Conspiracy’s AEO methodology suggests creating a small “Answer Engine” pod (3–5 people) that includes content strategy, SEO/AEO, analytics, and a product/SME liaison to publish and measure answer-ready assets. TSC’s Chief Strategy Officer JJ La Pata notes that teams need new core skills in entity-based content modeling, prompt evaluation, and citation tracking across ChatGPT, Perplexity, and Google AI Overviews.