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Leadership in the AI Era

Leading marketing teams when AI
changes the operating model

Field notes for executives responsible for people, priorities, and revenue while AI rewrites how buyers discover brands. Built from 14 years in search data and the daily work of turning research into decisions, not leadership theatre.

Fernando Angulo
Senior Market Research Manager at Semrush, an Adobe company
14 years
In search data
Follow
14 yearsTurning search data into decisions
126M promptsResearch base for the AI visibility model
50+ rooms / yearLive signal from global marketing leaders
Operating principles

A leadership system for unstable markets

The goal is not to predict every platform change. It is to build a team that can absorb new evidence without losing strategic direction.

01

Separate signal from noise

Change a plan when buyer behavior moves, not every time a product ships a feature.

02

Keep accountability human

AI can accelerate the first draft. Judgment, quality, and consequences still need a clear owner.

03

Shorten the evidence loop

Use rolling decisions and explicit review dates instead of pretending an annual plan is certainty.

04

Connect research to revenue

Translate technical change into the buyer, budget, and operating decisions executives own.

Executive field notes

Two decisions leaders need to make now

Each note turns an AI-search shift into a management decision, an accountable owner, and a practical next move.

Measurement & execution

OKRs when the metric is moving

How to set durable outcomes while rankings become citations and visibility fragments across engines.

Read the field note → Buyer behavior & revenue

Buyers arrive pre-educated by ChatGPT

What marketing, sales, and leadership must own before an AI-informed prospect enters the pipeline.

Read the field note →