Artificial intelligence is rapidly redefining how go to market teams operate, and new research suggests the impact is extending well beyond tools and workflows into compensation and career growth. A new report from Metadata.io finds that AI fluency is now a major differentiator in B2B marketing careers, delivering significantly higher pay and faster advancement for professionals who can effectively work alongside AI systems.
Metadata.io, an AI native digital advertising platform, released the findings in collaboration with VPofMarketing.com, a Silicon Valley based search firm focused on placing marketing leaders at SaaS and AI driven companies. The report examines how AI is reshaping agentic marketing and altering the structure of modern GTM teams. Rather than eliminating marketing roles outright, the research shows that AI is concentrating value around fewer, more strategically focused professionals who understand how to use AI at scale.
“AI is completely reshaping marketing — automating execution and rewarding AI fluent marketers,” said Lisa Sharapata, CMO and Head of AI & GTM Strategy at Metadata. “We’re entering an agentic era where AI handles tactical work and marketers focus on strategy, creativity, and revenue impact. The winners are the teams using AI to move faster, scale smarter, and drive real business outcomes.”
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The AI Career Survey behind the report polled GTM professionals across marketing, growth, and revenue operations. It found that nearly 40 percent of companies reduced marketing headcount over the past year, with more than a quarter of respondents linking those reductions directly or indirectly to AI adoption. As organizations shift budget from personnel to AI powered platforms, remaining marketers are expected to deliver more output with fewer resources.
According to the study, AI fluency is quickly becoming a form of labor arbitrage. Around 90 percent of marketers now use AI in daily execution, automating tasks such as content creation, operations, and reporting. This shift allows a single AI fluent GTM professional to perform the work previously handled by multiple roles, blending strategy with automated execution.
“Our survey confirms that AI fluency isn’t just a nice to have, it’s quickly becoming the defining skill for modern GTM careers,” said Dan Green, Principal at VPofMarketing.com. “Marketers who master AI tools are not only more productive, they’re commanding higher pay and faster career progression. The divide between AI native strategists and traditional execution roles is widening, and companies are recognizing the strategic value of operators who can orchestrate AI at scale.”
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The compensation impact is already emerging. Nearly 60 percent of respondents expect AI driven pay premiums within the next one to two years, with almost a quarter anticipating increases of 10 percent or more tied specifically to AI fluency. The highest paid marketers are increasingly those who act as AI orchestrators, valued for strategic thinking, business impact, productivity gains, and growing AI expertise.
“AI is driving a fundamental reset in how GTM teams are built,” said Gil Allouche, CEO of Metadata. “By Q3 2027, I expect up to 80% of today’s commodity marketing roles to be obsolete in their current form as AI automates execution and shifts value toward strategy and revenue leadership, ” Said Gil Allouche, CEO and Founder of Metadata.io
Industry leaders are already seeing tangible results. “Marketing is changing permanently because AI has shifted where the real work happens,” said Amanda Cole, CMO at Bloomreach. “Execution is increasingly automated, and we’re living proof of that shift — in 2025, we grew new business pipeline by 20% while reducing costs by 6% with no increase in headcount,” said Amanda Cole, CMO at Bloomreach.
As AI fluency becomes central to GTM success, the report underscores a clear message for marketers. Those who invest in understanding and orchestrating AI systems are positioning themselves at the center of revenue strategy, while execution only roles face growing pressure in an AI driven marketing economy.
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