Consider a single statistic: 85% of all work now happens in the browser. This represents a fundamental shift of the corporate workspace. While this shift has unlocked incredible productivity, it has also transformed the browser into the most critical — and most targeted — attack surface for the modern enterprise.
This same redefinition of the workspace is now happening with artificial intelligence, but at a speed and scale that dwarfs previous shifts. AI is rapidly moving from a theoretical tool to an embedded, active participant in daily workflows, particularly in marketing, which has become a key arena for its adoption.
Recent McKinsey research validates this trend, placing marketing at the forefront of AI implementation alongside IT and sales. For marketing leaders, this means AI is becoming as foundational as the browser itself. This new reality — where AI increasingly powers employee workflows — creates both immense opportunity and a new, urgent imperative to secure these powerful new capabilities.
What If AI Fails the Brand?
For marketing leaders, the unprecedented adoption of AI has created a new and complex risk environment for the brand. As noted by KPMG experts in an April 2025 study, this challenge stems from a potent combination — the speed of AI adoption, a widespread lack of AI literacy and often weak internal governance.
This new layer of AI risk is compounding the existing threats that already target the modern workspace. A recent Omdia report found that 95% of organizations experienced browser-based attacks like phishing and malware between 2023 and 2024. With the browser now being the primary interface for AI tools, these two threat vectors have become deeply intertwined. And attacks are already a top concern.
This risk is taking hold across the entire marketing ecosystem, creating a new, three-front challenge for CMOs. It begins with the unsanctioned employee use of powerful tools like ChatGPT and extends to the AI models built directly into new products and services. It’s also deeply embedded in the AI capabilities of the core CRM and martech stacks that power our daily operations.
A New Threat to Brand Integrity: Shadow AI
The appeal of AI tools within marketing teams is undeniable — they promise speed, convenience and power. This widespread adoption, however, has a significant downside. The KPMG research highlights the scale of this challenge. That is, nearly half of employees admit to using AI in ways that contravene company policies, including uploading sensitive corporate information into public AI tools.
This widespread, unsanctioned use has given rise to a new and significant threat — shadow AI. Much like the shadow IT of the past, this phenomenon creates a massive blind spot in an organization’s security posture. The scale of this risk is staggering. Gartner® predicts that through 2026, internal policy violations will be the root cause of at least 80% of unauthorized AI transactions, stemming from, for example, information oversharing and using unapproved tools.
From Brand Steward to Risk Partner
This new reality requires new accountability for marketing leaders. Our role must expand beyond stewarding the visual identity and voice of our brand; we must now become the stewards of its algorithmic integrity. This means forging a new, deeper and non-negotiable partnership with our CIO and CISO. Traditional silos between marketing and IT have become a direct threat to the brand. The only path forward is to jointly architect an AI enablement framework that transforms shadow AI from a hidden risk into a managed engine for innovation.
Forging an Alliance Between Marketing and IT
Managing the risks of a modern, AI-powered marketing department requires a new level of cross-departmental trust and collaboration. While the CMO must spearhead the effort to balance innovation with security, the technical nature of solutions, like browser controls and AI governance, means the CIO and CISO are essential partners.
This has forced data security and access management to become a shared priority. CMOs and CIOs must now step outside of their traditional remits to build a unified strategy. This alignment enables teams to reimagine work with AI at its center to meet the marketing team’s needs for innovation while ensuring the enterprise remains secure.
The Work of Alignment: A Guide to CMO-CIO Collaboration
This alignment, though, doesn’t happen by accident; you must architect it with intention. You can build a successful partnership on three core pillars:
- Co-author an AI enablement framework. The first step is to move beyond ad hoc tool adoption. The CMO and CIO should jointly create a formal framework that establishes an approved list of AI tools, sets clear usage policies for sensitive data and outlines a plan for ongoing employee education. This step transforms shadow AI from a risk into a managed asset.
- Establish a shared roadmap and cadence. True alignment requires a shared rhythm. This means that marketing and IT leadership must establish regular, strategic meetings to review roadmaps, anticipate challenges and ensure that security is a design partner in new marketing initiatives, not a gatekeeper at the end.
- Run joint crisis simulations. The ultimate test of alignment is how the teams respond under pressure. The CMO and CISO should run joint tabletop exercises that simulate a brand-damaging AI incident, such as a compromised chatbot or a biased campaign. This test builds the muscle memory and trust required to effectively navigate a real crisis.
Innovation Demands a New Operating Model
The traditional, siloed relationship between marketing and IT is more than inefficient; in the age of AI, it is a direct threat to the brand. The path forward requires more than occasional collaboration. Rather, it demands a new, deeply integrated operating model. This means moving beyond separate roadmaps to a single, shared vision for how to deploy AI securely to drive business outcomes. It means running joint crisis simulations to build the efficiency and accuracy required to navigate a brand-damaging AI incident. This transforms the relationship from a series of handoffs to a true partnership, where security becomes the foundation upon which marketing can safely innovate.
This new alliance is the true engine of modern innovation. It is a partnership where security is not a gatekeeper to marketing’s ambition, but the platform that enables it. By working in lockstep, marketing and IT leaders can transform their organization, empowering their teams to use the full potential of AI and other powerful technologies safely.
This is how we move beyond simply securing the business to building a secure business by design. It is how we unlock the future of what’s possible.
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