AI is moving faster than most marketing organizations can track. Every week brings new models, new platforms, and new shifts in how consumers discover brands, make decisions, and form relationships with products. 

Traditional agencies react to those shifts after the fact, reading the same trade coverage, attending the same conferences, and arriving at the same conclusions everyone else does.

We wanted something different, so we built a structured connection to the researchers who are actually studying what AI means for marketing, consumer behavior, and business growth, before those findings reach common agency language.

A structured intelligence system: a direct connection between oneteam’s client work and the academic research actively shaping the future of the discipline.

The advisors are not observers. They review how we approach client problems, test our assumptions against published evidence, and tell us where standard agency practice is running on outdated ground.

Access runs both directions. Live client questions from wine, spirits, and CPG go into the academic conversation, and the research comes back applied rather than theoretical.

The board does not sit outside the work. It sits inside it.

Most agencies answer new questions by guessing well. Experienced instinct, applied quickly. That works until the ground shifts, and right now the ground is shifting constantly. 

When a client asks how AI will change the way their product gets discovered, or whether a new platform is worth the investment, or what’s actually driving a behavioral shift, we don’t answer from the same trade coverage everyone else reads. We answer from a direct line to the people researching those exact questions.

That changes the quality of the advice. It changes how early we see what’s coming. And it changes what it means to work with us.

Access to research means nothing if it stays academic. The value is in the translation.

Emerging findings in AI, consumer behavior, and marketing science flow into how we think. We pressure-test client strategy against what the research actually shows. We identify shifts early enough to act on them. And we turn academic insight into practical moves that brands can make now, before the rest of the market catches up.

Research in. Client advantage out. That is the system.

The Coca-Cola Company Chair of Marketing, University of Georgia Terry College of Business

Sundar Bharadwaj is one of the most published and recognized marketing scholars in the world, named among the 50 most productive researchers in the American Marketing Association’s journals over a full decade. His work examines how marketing strategy drives firm performance, growth, and broader societal impact, using econometrics, machine learning, and deep learning to find the patterns most analysis misses.

His current research sits squarely on the question every brand is now facing: how generative AI is reshaping marketing practice, capability, and the work itself. His scholarship has appeared in the field’s leading journals, including the Journal of Marketing, Marketing Science, Management Science, and Harvard Business Review, and he is a Fellow of the American Marketing Association.

At oneteam, Sundar brings a direct line to emerging research on AI’s impact on marketing, brand strategy, and growth, before it reaches common agency language.

Goizueta Chair in Business Technology, Emory University Goizueta Business School

David Schweidel is one of the leading academic voices on how data, AI, and social media are reshaping marketing. His research develops the statistical models that help companies understand customer behavior and make sharper decisions, work that has appeared in the field’s most respected journals, including the Journal of Marketing, Marketing Science, and Management Science.

He is the author of two books on the data economy: Social Media Intelligence (Cambridge University Press), on how organizations turn social data into strategy, and Profiting from the Data Economy (Pearson FT Press). His thinking has informed companies including eBay, HP Labs, and General Motors.

At oneteam, David keeps our thinking on AI, data, and measurement anchored to what the research actually shows, not what the market is repeating.