AI Didn't Flatten the Marketing Org. It Promoted Everyone.

Published on March 31, 2026

There’s a persistent assumption in how organizations talk about AI: that it will flatten hierarchies, reduce headcount, and concentrate decision-making at the top. Christine Heckart, CEO of Xapa, offers a more useful frame. As AI absorbs execution work, every person on a marketing team now functions as a manager. Not in title — but in practice.

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