Agents aren't marketing's biggest problem. Your team structure is!

Every conference talk, every LinkedIn thread right now: agents, agents, agents. Mordy and Miruna think that framing is hiding the actual problem.

The real struggle for most marketing teams isn't the technology — it's that the team is built for a world that doesn't exist anymore. Marketing orgs are still structured by channel, the way digital marketing was set up 25 years ago. SEO owns one lane, social another, content another, PR another. A monthly sync gets called "alignment," and everyone goes back to their lane.

That setup is what's breaking under AI. LLMs pull signals from every channel at once. An agent answering "best place to buy X" might read your site, scan your reviews, and check your social in a single task. No siloed team owns that. And if you build agents inside the existing structure — a social agent here, an SEO agent there — Miruna's line lands hard: you're automating, but you're not future-proofing.

The opportunity is bigger than tooling. When agents take execution off the team's plate, you finally get to redeploy people for strategy, judgment, and cross-functional thinking. But only if you restructure around goals or funnel stages, not channels.

Talia Wolf, CEO of GetUplift, joins to push performance marketers somewhere uncomfortable: accept that not everything valuable is trackable anymore. Buyers now move through zero-click content, AI overviews, podcasts, communities, word of mouth. Future performance marketers can't think like media buyers. They have to think like brand builders.