# Roles

> What the change means for each function: which work shifts, which responsibilities emerge, and which decisions each role has to own.

![3D render of a network of vertical glass tubes branching from top to bottom](https://www.shaped-by-ai.com/img/covers/impatto-sui-ruoli_roles_hu_92449a35ea4fffee.jpg)

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

## In this section

- [Leadership & Strategy](https://www.shaped-by-ai.com/en/impacts/roles/leadership-strategy/) — What the change means for those who set direction: strategy, digital and AI leadership, and the mandate to decide who owns each decision.
- [Product & Design](https://www.shaped-by-ai.com/en/impacts/roles/product-design/) — What the change means for product, UX, service and interaction design, front-end development, and the accessibility that no single function owns.
- [Content & Editorial](https://www.shaped-by-ai.com/en/impacts/roles/content-editorial/) — What the change means for content strategy, content design, and UX writing — and the brand voice that citability tends to flatten.
- [Research & Information Architecture](https://www.shaped-by-ai.com/en/impacts/roles/research-ia/) — What the change means for UX research and information architecture — mental models, intent, and the discoverability barrier.
- [Marketing & Growth](https://www.shaped-by-ai.com/en/impacts/roles/marketing-growth/) — What the change means for growth marketing, e-commerce, CRM and lifecycle — acquisition entering structural crisis and the informed non-opener.
- [Brand & PR](https://www.shaped-by-ai.com/en/impacts/roles/brand-pr/) — What the change means for digital PR, reputation and social listening — earned sources as AI-visibility infrastructure.
- [AI Visibility](https://www.shaped-by-ai.com/en/impacts/roles/seo-ai-visibility/) — What the change means for SEO, GEO and the measurement of brand presence in generative answers — and why the discipline has no settled owner.
- [Operations & Data](https://www.shaped-by-ai.com/en/impacts/roles/operations-data/) — What the change means for web and marketing analytics and the martech/CDP operations that feed personalisation.