Roles

3D render of a network of vertical glass tubes branching from top to bottom

The change does not affect every function in the same way. Some teams have to watch the sources, some have to measure the effect, and some have to own the decisions that come out of it.

The functions

Leadership & Strategy: sets direction and assigns an owner to every decision the change makes necessary.
Product & Design: product, UX, service and interaction design, front-end development, and the accessibility no single function owns alone.
Content & Editorial: content strategy, content design and UX writing, caught between citability and a brand voice it tends to flatten.
Research & Information Architecture: UX research and information architecture, across mental models, intent and the discoverability barrier.
Marketing & Growth: growth marketing, e-commerce, CRM and lifecycle, with organic acquisition in structural crisis.
Brand & PR: digital PR, reputation and social listening, with earned sources as the infrastructure of AI visibility.
SEO, GEO and AI Visibility: SEO, GEO and measuring brand presence in generative answers — a discipline still without a settled owner.
Operations & Data: web and marketing analytics, and the martech/CDP operations that feed personalisation.