AI Research Workflows for Today’s Marketer [MAICON 2026]

Marketing AI Institute· by Cathy McPhillips ·2026-07-28

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On "AI Research Workflows for Today’s Marketer [MAICON 2026]"

Most marketing teams are already doing research; they're just calling it "prep work" or "due diligence" and treating it like grunt labor instead of a leverage point. The real shift isn't learning new AI tools—it's recognizing that systematizing the research you're already drowning in (buyer signals, competitive moves, content gaps) unlocks the actual strategy decisions instead of burying them in Slack threads and spreadsheets. Teams that front-load this as deliberate research workflow instead of ad-hoc digging will compress their decision cycle and stop rehashing the same questions every quarter.

From the source: 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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