Welcome to Ascension—PHD’s first generative publication to help marketers confidently navigate the most significant transformation in the history of marketing.
AI is no longer a distant promise. It’s here—and it’s changing everything. From how we generate ideas to how we engage consumers, the rules are being rewritten. But this isn’t a story of jobs being lost. It’s a story of tasks being reimagined, roles evolving, and human potential rising.
Ascension gives you a clear roadmap to guide that rise—structured across three distinct eras.
Why Three Eras?
Based on exclusive global research conducted with WARC and 700+ senior marketers, we identified that AI’s adoption doesn’t happen all at once. It unfolds in phases, each requiring different strategies, skills, and levels of integration.
These three eras—Experimentation, Acceleration, and Elevation—offer a clear framework to help you understand:
- Where your organization is now
- What capabilities to build next
- How to prepare for the future of marketing leadership
The Three Eras of AI in Marketing
1
Experimentation (2024–2026)
Lay the foundation. Pilot tools. Close the knowledge gap. Identify what works. This era is about testing, learning, and getting your teams AI-ready with real use cases—not hype.
2
Acceleration (2026–2028)
Scale with confidence. Embed AI into workflows. Rebuild processes. Elevate human roles. AI shifts from assistant to operational engine—reshaping media buying, creative development, and customer experience in real time.
3
Elevation (2028–2030)
Lead with intelligence. Delegate to AI. Become the strategic guide. As AGI emerges, marketers move from task execution to orchestration, brand stewardship, and ethical oversight. The marketer of the future becomes a curator, conductor, and conscience.
What Ascension Offers
Ascension isn’t a white paper or static playbook. It’s a living, evolving platform designed to guide your growth.
- Built on rigorous global research
- Updated regularly as AI and marketing evolve
- Split into snackable, era-specific articles
- Filled with practical tools, use cases, and provocations
Whether you’re exploring your first pilot or preparing for AGI-scale disruption, Ascension is your map.
Why It Matters Now
Our industry is at a crossroads. Marketers who experiment with purpose, invest in re-skilling, and embed AI into strategy today will gain a decisive edge tomorrow. Those who wait? Risk being leapfrogged.
The data is clear:
- Only 26% of marketers are currently using AI extensively
- Yet 36% say it’s critically important to their future
- And fewer than 14% of marketing professionals demonstrate strong AI knowledge
There’s a gap. Ascension is here to close it—with insight, clarity, and action.
Start Your Journey
Explore the articles or jump into the era that best reflects where you are. Each piece is designed to help you experiment smartly, scale confidently, and elevate boldly.
