Metadata.io, the AI-native digital advertising platform, has released a new report in collaboration with VPofMarketing.com analyzing how artificial intelligence is reshaping agentic marketing and influencing B2B marketing careers. The study, based on a survey of go-to-market (GTM) professionals in marketing, growth, and revenue operations, indicates that AI is not eliminating marketing jobs but fundamentally altering team structures, concentrating compensation, and prioritizing AI fluency as a core competency.
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The report highlights a shift toward an agentic era in marketing, where AI automates tactical execution, freeing professionals to concentrate on strategy, creativity, and measurable revenue outcomes. This evolution rewards marketers who can effectively orchestrate AI systems, creating a growing divide between AI-native strategists and traditional execution-focused roles.
"AI is completely reshaping marketing — automating execution and rewarding AI-fluent marketers," said Lisa Sharapata, CMO and Head of AI & GTM Strategy at Metadata. "We're entering an agentic era where AI handles tactical work and marketers focus on strategy, creativity, and revenue impact. The winners are the teams using AI to move faster, scale smarter, and drive real business outcomes."
"Our survey confirms that AI fluency isn't just a nice-to-have, it's quickly becoming the defining skill for modern GTM careers," said Dan Green, Principal at VPofMarketing.com. "Marketers who master AI tools are not only more productive, they're commanding higher pay and faster career progression. The divide between AI-native strategists and traditional execution roles is widening, and companies are recognizing the strategic value of operators who can orchestrate AI at scale."
Compensation trends reflect this revaluation, with AI proficiency emerging as a significant factor in pay differentiation. The expected premiums far exceed standard annual merit increases of 2-4% in B2B marketing roles, signaling rapid market adjustments to prioritize AI-capable talent.
"AI is driving a fundamental reset in how GTM teams are built," said Gil Allouche, CEO and Founder of Metadata.io. "By Q3 2027, I expect up to 80% of today's commodity marketing roles to be obsolete in their current form as AI automates execution and shifts value toward strategy and revenue leadership."
"Marketing is changing permanently because AI has shifted where the real work happens," said Amanda Cole, CMO at Bloomreach. "Execution is increasingly automated, and we're living proof of that shift — in 2025, we grew new business pipeline by 20% while reducing costs by 6% with no increase in headcount."
The findings underscore the need for marketing professionals to develop AI fluency to remain competitive, while organizations benefit from more efficient, outcome-focused teams capable of scaling impact with fewer resources.
For the full report and additional insights on agentic marketing and AI's role in reshaping go-to-market teams, visit Metadata.io.
About Metadata.io
Metadata.io is the AI-driven digital advertising platform that transforms how modern marketing teams acquire customers and drive business growth. Designed to automate campaigns at scale, Metadata's autonomous AI Agents test and execute thousands of results-based experiments across personal and professional paid channels. By leveraging real-time performance data, Metadata eliminates guesswork and optimizes performance for a more qualified pipeline at lower customer acquisition costs. Metadata helps performance marketers move faster, scale smarter, and focus on strategy, so they can reclaim the creativity and impact of their work—and fall in love with marketing again.
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