If AI is doing more of the grunt work, what does meaningful analytics work look like now? And what happens when organizations aren’t ready to fully adopt the tools everyone is talking about?This session takes a practitioner’s view of the AI transition in marketing analytics. It focuses on analysts already inside real organizations, working with legacy systems, rising expectations, and fast-moving technology. We’ll explore how analysts stay relevant by redefining their role, building influence, and helping their organizations evolve alongside AI. The secret isn’t learning every new tool, it’s understanding where human judgment still matters most.