The pace of change in marketing is nothing short of staggering. AI and related technologies are rewriting the rules, reshaping our industry faster than most can keep up. But, these changes aren’t happening in isolation. They’re intersecting with a host of other challenges, creating a perfect storm of complexity.

The brands we work with—as agencies or in-house teams—are navigating an uncertain economy, tighter budgets and increased pressure for results. They’re also wrestling with shifting work environments (hybrid, anyone?), evolving work-life priorities, and a workforce that’s increasingly seeking more purpose and balance in their lives.

Oh, and did we mention burnout? It’s everywhere. More than 70% of workers say they’re burned out. Two-thirds report struggling to meet increasing demands from their employers. If we—as an industry—don’t proactively address these interconnected challenges, we risk losing our most valuable asset: our people.

The Pressure Is On

Marketing and comms leaders are under immense pressure to deliver results in a world that feels unfamiliar and, frankly, relentless.

The key to thriving in this environment? Adaptability. Not just the “grit your teeth and survive” kind, but the “harness the chaos and turn it into opportunity” kind. One of our clients calls this being a “chaos pilot.” Imagine steering a ship through an asteroid field—keeping steady, dodging threats, and staying focused on where you’re headed. Feel a little like where we are today? How are you handling it? What about your team?

Building this kind of resilience and adaptability is no easy feat, but there are some steps you can take to start moving in the right direction.

Transparency + Autonomy + Trust Fosters Adaptability

Start with transparency. Talk openly with your team about the changes shaking up the industry. Equip them with the tools, autonomy, and support they need to adapt. Talk to them about the core triggers of burnout, like work overload and lack of control, and how you can work together to mitigate them.

This isn’t just about surviving—it’s about empowering everyone to help drive the path forward. When people feel trusted (transparency and vulnerability create trust) and are equipped with the tools, autonomy and agency to adapt, they’re not just resilient—they become more engaged and motivated to help the group succeed.

The Secret to Thriving: Experimentation and Deliberate Challenge

Whether you manage a team, external agencies, freelancers, or are an individual contributor, the same principle applies: staying ahead in the current landscape will require investing in both people (including yourself) and tools that will help you level up.

AI tools, for example, offer a way to address multiple challenges at once: increasing demands, fewer resources, and burnout caused by work overload and lack of control. At the same time, empowering people to experiment with these tools drives curiosity and creates autonomy—critical factors in both adaptability and resilience.

Dismissing AI because it isn’t perfect is a missed opportunity. Much like a highly intelligent but inexperienced intern, AI improves with feedback and coaching. For individual contributors, AI can boost efficiency, speed, and quality of work. As we’ve heard repeatedly at industry events, “AI won’t replace your job—but someone using AI might.”

For leaders, empowering your team to experiment with AI can unlock tremendous potential. Encouraging them to reimagine processes, refine inputs for stronger outputs, and find ways to amplify their impact without adding strain, will foster autonomy, adaptability, and innovation—the trifecta for thriving in a fast-changing world.

Adaptability is also driven by deliberate growth. Encourage your team to step just outside their comfort zones, finding the sweet spot in the challenge to skills ratio. It’s about pushing yourself to the point where growth happens without risking overwhelm. And remember: adaptability isn’t about doing more; it’s about doing things differently, being comfortable with ambiguity, and continually moving forward.

Combined with purpose, the novelty of trying something new, and the trust and psychological safety that lets everyone know it’s ok to fail along the way, this type of environment drives growth and innovation, setting your team up to rise to the challenges we’re facing, even when resources are limited.

Use Your Holiday Break to Reflect and Strategize

The holiday break is a great time to pause, reflect, and plan for the year ahead. This year, we encourage you to go beyond your usual goal-setting routine. Ask yourself some deeper questions:

• How am I staying ahead of industry changes?
• How am I leveraging technology to innovate in my role?
• How am I equipping my team to grow, adapt, and innovate?
• How am I helping to burnout-proof their work experience?
• What can I be doing to better support them?

Thoughtful planning now can set the stage for meaningful impact in the year ahead. As you take this time to reflect and strategize, think about how the answers to these deeper questions can guide you—whether you're leading a team, managing projects, or contributing individually—to navigate challenges and drive progress. It’s about turning reflection into action and setting the tone for adaptability and innovation in the new year.

Closing Thoughts: Embrace the Future

What can you do to better support yourself, and your team? Make adaptability your superpower. For your team, build it into your culture and processes. Use AI to maximize efficiency and uncover new solutions. Encourage experimentation, testing, and refinement—and make it safe to fail. Because failure isn’t the end; it’s a step toward learning.

So, strap in and embrace the ride—the future is moving fast, and it belongs to those who are ready to adapt and lead the way.

Q&A

1. What are the best AI tools for marketing teams?

AI tools are evolving rapidly, with new ones emerging all the time. As of today (seriously, they change almost weekly), some of our most used options include ChatGPT for content support, Notion AI for productivity and organization, Perplexity for research and insights, and DALL-E for visuals. It’s best to explore and evaluate tools based on your team's specific needs to save time, improve quality, and streamline workflows.

2. How do I help my team adapt to change in the workplace?

Start with transparency—explain why the change is happening and how it benefits the team. Provide tools and training to empower them, and encourage experimentation to foster adaptability. Work to create a culture of trust and psychological safety, ensuring everyone feels supported as they work through these new challenges.

3. How can I build trust and transparency with my team?

Communicate openly about challenges and opportunities, and invite feedback to make sure your team feels heard. Be consistent in your actions and follow through on commitments. Trust grows when teams know they have autonomy and are included in decision-making processes.