Our January's AI Marketing Report Has Dropped
The one thing you need to know in AI today | AI-Ready CMO
What a month we had! We just published our monthly AI in Marketing report, and the data tells a story most marketers aren’t prepared for…
Desktop agents escaped the
labdeveloper terminal, conversational advertising became a monetizable reality, and the ROI math for headcount reduction moved from theory to board-level decisions.
And we didn’t even include Clawdbot/Moltbot/OpenClaw into this (here is our non-techie install guide if you wanna experiment).
Three developments converged faster than procurement cycles could accommodate.
January’s 3 Big Things in AI for Marketers
Three things happened that slapped us in the face, just right after we came back from the holidays.
First, we’ve got Claude Cowork. We covered it here:
Desktop agents for non-technical users. Local file access, web research, and autonomous execution. Marketing managers can pilot agent automation today. No data science team, no IT ticket, no procurement delay.
The significance isn’t the technology but the timeline: Anthropic built Cowork in under two weeks using AI itself. Unreal. AI tools are building better AI tools, compressing product development from quarters to weeks.
Claude Cowork is basically your junior marketer, multiplied by 100, works 24/7, doing all the work, all the time, everything, all at once. Seismic shift.
Next up, OpenAI announced ads. Well, not yet, but they are coming. We covered this too here:
800M weekly ChatGPT users become monetizable inventory. Testing begins Q1 2026. The strategic advantage isn’t audience size but the timing of intent capture.
Conversational advertising (new term!) reaches users before they’ve formulated a search query, before they’ve opened a comparison grid, before they’ve established consideration criteria.
Also, after this, probably no one will question why you need to make your site AI-ready, and what it means to “be cited by AI” because if there are ads in chats, answer-engine-optimization, or whatever the AI version of SEO is called, it is probably a thing now.
Lastly, some hiring stuff. Spencer Stuart CMO Survey was published. We covered this too:
TLDR: 36% of CMOs expect headcount reductions in the next 12-24 months (up from 28% in January 2025). Reason cited most frequently: “Increased productivity from AI tools” (78%).
The job market bifurcated. Entry-level roles: -8.6% YoY. Director+ roles: +5.3% YoY. C-suite: +26.5% YoY. The defensible roles are strategic, not executional. Taste is the final moat.
No surprises here, we’ve been saying this for quite a while now. Check out our monster-long Taste series here:
What’s more in the report?
We publish trend reports every month. Aside from the reflection on the month’s most important updates, they also have a unique focus. January is an HR-heavy month because many marketing leaders are either making hiring decisions or moving to other companies to launch new initiatives.
In other words, January is a turbulent month. We wanted to help you with a special focus on AI skills and on unique, interactive frameworks for running AI pilots and deploying AI agents in your workspace.
How to get the report?
Our monthly trend reports are exclusive to paid subscribers ($10/month).
If you are a paid subscriber, scroll down to the footer and check the link to the Reports page. We are listing all our reports there, including the January 2026 report.
Free subscribers can upgrade to paid to view the monthly reports. However, our annual reports are always free and available for everyone (free and paid). Scroll down to the footer and access your Learning Hub, where you can find the State of AI in Marketing 2025 report.
Our next monthly report will drop in the first days of March, 2026. Until then, buckle up for February, we’re sure this will be a super interesting month in AI for marketers.
— Torsten and Peter
The AI impact to marketing jobs (well, most jobs really) is an interesting one.
I keep thinking - what are all the junior marketers going to do?
The best suggestions I’ve seen so far include:
- Master Workflow Orchestration: Learn to design and direct AI agent workflows rather than just executing manual tasks.
- Develop Contextual Intelligence: Build the domain expertise required to audit, verify, and correct AI-generated outputs.
- Showcase "Micro-Pilots": Create a portfolio of experimental pilot projects that demonstrate curiosity and measurable efficiency gains.
- Prioritise the "Human Edge": Cultivate skills AI cannot replicate, specifically empathy, strategic judgment, and original storytelling.
It’s #2, building domain expertise quickly, which feels like the shift. Getting good at asking questions, critiquing your work, and becoming a generalist will all help junior marketers connect the dots faster.
I’ll ask a few junior marketers over the next week & see what they think :)
Not seeing the report in the footer of this page. (I'm not receiving emails yet - it's a substack thing and they haven't responded yet).