One of the top questions we get from Forrester’s B2C marketing clients is, “How should I restructure my marketing org?” And to be honest, that’s a loaded question, as it assumes that the org chart is the problem. (Spoiler: Most often, it’s not.) But AI is already changing how marketing gets done, who does it, and where work happens. And yes, that includes its structure, too. CMOs are reevaluating roles, teams, and workflows to capture both the efficiency gains and creative upside that AI enables. Over half (52%) of US B2C marketing executives in Forrester’s Q3 2026 CMO Pulse Survey indicate that they’re aggressively expanding AI investments across marketing.
Our recent report on the AI CMO breaks down CMOs’ fundamental tension with AI: They need a clear growth‑anchored vision while also making room to lead through the uncertainty that AI creates. This requires CMOs to own the role of change leader in order to become a better growth leader. And our just-published report on the Forrester B2C Marketing Capabilities Map and Assessment diagnoses your marketing function’s readiness for sustained growth — viewing AI not as a capability but as the battery for your marketing resources. But how do marketing executives actually go about AI-enabling their marketing organizations? That’s exactly why we’re excited to welcome Peter Kim back to Forrester.
Welcome Back, Peter Kim!
Almost 20 years ago, Peter Kim was a senior analyst at Forrester who covered topics including the customer-entric marketing organization. Since leaving Forrester, Peter has built an impressive career spanning client-side leadership, consulting, and agency innovation. Along the way, he served as global vice president at LEGO, chief digital officer of Cheil Worldwide, chief strategy officer at Dachis Group, interim CEO of The Barbarian Group, and most recently CMO of The Bicester Collection, a €4 billion luxury retail business.
Across those roles, Peter led large-scale org transformations, loyalty and customer experience initiatives, digital modernization efforts, and AI deployments ranging from media mix modeling and predictive customer lifetime value to agentic fraud detection. He also coauthored Social Business By Design and has keynoted industry events including Cannes Lions and SXSW.
The current marketing operating cadence was designed for a world of mass media campaigns and linear consumer journeys. Creating competitive advantage in the age of AI requires accelerating to a pace unachievable by fully human teams.
Now back at Forrester, Peter helps B2C marketing executives answer some of their biggest questions: What work should AI own? What still requires human judgment? How do planning and execution change when AI is embedded into everyday marketing operations? And what should the marketing organization actually look like as those changes take hold? He also advises leaders on the governance, talent, and operating-model decisions required to put AI to work responsibly and effectively.
Watch the video above to learn even more about Peter. And if you’re a Forrester client, you can schedule a Forrester guidance session or inquiry with him starting today.
