Every now and then, a new technology shows up and rearranges far more than anyone expected. Take the smartphone: in a handful of years, it rewove how we search, decide, share, and pay attention to the world around us, and marketing reinvented itself in response, again and again. Reshuffle by Sangeet Paul Choudary makes the case that AI is the next chapter of that story.

In his book, Choudary treats AI as a coordination mechanism, a force that reshapes how work flows through organizations, how value travels across ecosystems, and where new control points pop up across entire industries. That reshuffle is already underway in marketing. Creative, media, strategy, content, data, brand, disciplines that took decades to bundle into the modern marketing engine are being pulled apart and reassembled in real time. The question of where marketing’s value sits is wide open again, which makes for a rich conversation to dig into.

In this edition of Book Club, we’ll wander through these ideas with our curiosity turned up. Where is unbundling already showing up in marketing? What new systems is AI helping us coordinate? And where is value moving next, in corners both familiar and a bit surprising?

What to expect

1. A walk-through of Reshuffle’s core ideas, with marketing examples
2. A conversation about coordination across briefs, channels, and stakeholders, and the possibilities AI is opening up
3. Reflection on where value is moving in our industry, and what that means for how we work
4. Space to share experience, swap ideas, and leave with something fresh to think about

RSVP

Join our book club, confirm your spot, and let us know you’ll be joining. And yes, come whether you’ve finished the book, started it, or just got curious.