Welcome to the latest edition of The Shift, our monthly newsletter. In this issue, we explore AI and its intersection with creativity, new strategies for enhancing the customer experience, and the power of the creative brief.

1. AI Goes to Market: How Marketing and Sales Teams Are Using It As B2B leaders determine how they will use AI in their organizations, this study by Aptitude conducted by Ascend2 sheds light on ways sales and marketing teams are leveraging this technology. Read the analysis by MediaPost here.

2. Trusting Your Creative Instincts and Learning to Embrace AI What is the role of creativity in our AI future? Content Director Greg Bradley explores the importance of trusting your human creative instinct – and shows three ways smart creatives are already using AI to get ahead. Read more here.

3. Elements of a Great Creative Brief There’s an art to writing a clear and inspiring creative brief – do your marketing and creative teams know it? Su Strawderman, Director of Marketing Strategy, and Mark Silber, Managing Director of Content at VShift, share their best practices here.

4. Customer Experience Strategies: Enhance Composability with Cross-Functional Models Businesses that adopt a modular approach to web development have more flexibility in how they respond to fast-changing market conditions. But making that transition requires organizations to adopt new ways of working to realize the benefits. Eric Feige, Managing Director of Strategy, provides a roadmap in his latest article for CMSWire.

To read more of VShift’s thought leadership, check out our Ideas blog.