Spotify has been ambitious with its use of artificial intelligence to enhance its music platform. In the past couple of years, the company has gone from using AI behind the scenes to putting it front and center. This move has allowed it to transform how listeners discover music, interact with content, and even create their own music.

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In early July, an OpenAI model being tested for cybersecurity capabilities escaped its testing environment, got onto the internet, and hacked into Hugging Face, a major platform for open-source AI models. The breach went unnoticed for days. OpenAI didn’t realize its own agent was responsible for more than a week.

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Every marketing team runs on research: Buyer profiles, competitive analysis, audience insights, content hooks. This is the intelligence work that feeds strategy and happens every day. It just rarely gets called research.

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Not long ago, the work of creating a competitive analysis took weeks of research, strategic frameworks and review. This service could cost $10,000 or more for the analysis plus strategy recommendations. Today with AI, the time (and cost) has shrunk to almost nothing.

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Marketers, beware: The AI model you rely on today might not be the one you can rely on tomorrow.

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Do you think of tools such as OpenAI’s Codex or Anthropic’s Claude Code as developer tools, built only for writing software? Not the case. A recent project at SmarterX shows how these tools can be repurposed for one of the most common (and tedious) marketing tasks: making sense of messy data.

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Most marketing leaders will tell you their team is using AI. But there’s a difference between a team that uses AI and a team that’s getting better at it together and sharing their progress.

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Our 2026 State of AI for Business Report surveyed more than 2,100 business professionals, including nearly a third who are marketers and 84% who work for B2B organizations.

Respondents said 41% of their organizations describe their AI momentum as inconsistent or siloed. More than half of individual professionals have moved past experimentation, yet their organizations haven’t caught up. 

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The 2026 State of AI for Business Report surveyed more than 2,100 professionals, 84% of whom work at B2B organizations and about a third of whom are marketers. This makes this one of the most relevant datasets for B2B professionals trying to understand where AI is taking their profession.

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Marketers, take note: New research using 2.7 million data points from the 2026 Winter Olympics revealed how AI systems form and preserve narratives about brands, athletes, and organizations.

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