Written by: Vickie Sullivan  |  June 09, 2026

How AI Creates Business Opportunities for Advisors and Consultants

The State of Marketing report from CRM giant Salesforce offers a glimpse of AI’s takeover of marketing operations. Look deeper, though, and you’ll see how AI creates business opportunities for many kinds of advisors.

Yes, everyone now uses AI for marketing operations and search. We already know that. But look at where AI creates the urgent business case for opportunities the rest of us can compete for:

• Change management. AI needs information to drive personalization, which means areas across the company must work together. Result: Alignment is more urgent than ever. This requires huge changes in culture and processes, so getting these functions to share and collaborate will be easier said than done. Change management folks, you are up.

• Responsiveness. While the study notes customer responsiveness, I see a bigger picture. Sure, AI will drive more decision-making by showing buyers the best direction. But people still need a lot of help implementing those decisions quickly. Because you have the data, it doesn’t mean you have a workforce that can act fast. Nimbleness will become a high priority.

The key is to look at the ripple effect of AI’s contribution and how AI creates business opportunities. Then ask yourself: What skills does a company need to 1) provide what AI needs and 2) respond to what AI provides? Those answers form the business case for initiatives that get funding.

Now Read This:

• 2 B2B Marketing Shifts Creating New Opportunities
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