The Marketing Capabilities Programme, Rebuilt for AI and Agents 

Your capability framework was built for a workforce of one. You're now managing two.

Every enterprise AI transformation runs on two plans. The technology plan is funded, governed and owned. The talent plan rarely gets the same weight, even though it's the talent side that determines what the technology can actually deliver.

This report sets out how to close that gap: how to redefine your competency framework for two workforces rather than one; run a diagnostic that scores your team and AI side by side, task by task; govern agents as digital employees through the full employee lifecycle; and rebuild your academy around delivery modes suited to an AI era where content ages in months, not years.

The result is a defensible, evidence-based case for where to train, enable, delegate, build an agent, recruit, or retire — and the seat at the transformation table that comes with owning that evidence.

What’s inside the report?

• The capability framework, rebuilt for two workforces: new competencies, rewritten proficiency descriptors, and a rebuild down to task level
• The side-by-side diagnostic: five questions that score your team and AI on the same tasks and convert every gap into a verdict
• Governing agents as digital employees: role definition, onboarding, performance management and succession for a hybrid workforce
• The new fluency syllabus: five capabilities beyond prompt technique, including thought partners and structured challenge
• The academy, rebuilt: three delivery modes replacing the three-year content cycle
• Three second-order risks no one's pricing in: the talent pipeline paradox, judgment decay, and a performance appraisal blind spot
• Direct insight from named contributors at Amazon, Reckitt, Barilla and GSK, plus LXA's 2026 research (n=201+)

Who's it for?

This report is written for the people whose job it is to take marketing capability seriously, specifically:

• Marketing capability and L&D leaders managing large marketing organisations
• CMOs making strategic decisions about team structure, capability investment and AI adoption
• Marketing academy directors designing or redesigning their programme for the AI era
• Senior HR and talent professionals partnering with CMOs on workforce planning

Whether you're building a capability programme from scratch or working out what to do with the one you have, this report is for you.

You might also like: State of AI Marketing & Sales

Don’t just keep up. Lead the change.

This is your playbook for reshaping the way your marketing capabilities programme operates in the AI era. Download your copy and discover how to elevate your marketing teams capabilities.

Download The Marketing Capabilities Programme, Rebuilt for AI and Agents now and get ahead of what’s next.