The Complete Feed

Recorded live at Advertising Week 2026, Rio Longacre and Brett House sit down with Tealium’s Zack Wenthe and Databricks’ Adrian Bolosan to explore how AI is reshaping the enterprise marketing stack. They discuss composability, customer data, real-time decisioning, identity, marketing engineering, agentic AI, and why strong data foundations and human judgment will define the companies that win.

Artificial intelligence isn’t just changing how marketers work—it’s redefining the profession itself. As AI automates execution, a new role is emerging: the Marketing Engineer. This article explores why marketing is becoming an engineering discipline, how AI is reshaping marketing organizations, and why the future belongs to those who can design intelligent systems where humans and AI work together to create customer value.