New roles on the team when AI moves in
AI does not replace the marketing team, but it changes what the team does. The winners of the next few years are not the ones with the most tools. They are the ones building competence and clear roles before their competitors do.
The emerging roles
Teams that work with built worlds keep converging on four functions. A world owner who guards the aesthetic. An AI art director who curates the generations. A product custodian who makes sure the product is always right. And someone who owns the legal line with the four-square in every brief.
None of this is an IT role. They are creative and commercial functions with new tools, and in smaller teams they are often the same people with new routines.
Competence is now also a requirement
The EU AI Act expects companies that use AI to ensure their staff have sufficient AI literacy. Treat it not as bureaucracy but as an excellent internal argument. The training you should have done anyway now has legal backing.
The upside is practical. A shared language for what is free to do, grey zone and stop makes decisions faster and mistakes rarer. Competence is the cheapest risk insurance available.
How to get started
Half a day goes a long way. Walk through world building and curation, the legal line with the four-square and the labelling line, and a pilot world to practise in. Then put the four-square in every brief and a standing item in the status meeting.
Choose partners who lift your team instead of replacing it. A studio should make you smarter with every project. Otherwise you are just renting another black box.
