Open Research Project: Collaborative Marketing Framework
- Chris McLellan
- Nov 13
- 5 min read
Updated: Dec 9
The Ask AI nonprofit is coordinating an open research project to explore a modern marketing function that's supported by human-AI collaboration at every stage. The initial goal is to launch an AI Research Assistant, powered by a peer-reviewed specification and other documents, that teams can use to inform their AI marketing transformation initiatives.
Quick Summary
Co-ordinated by the Ask AI nonprofit, the Collaborative Marketing Framework (CMF) is an open research project exploring how humans and artificial intelligence can work together within a reimagined marketing function. All project resources are 100% free to access.
In this model, artificial intelligence is not an add-on, it's infused throughout each stage of the system.
The framework proposes a circular, insight-driven approach that is currently organized around five modules and aimed at supporting marketers from all methodologies, including product marketing, brand marketing, inbound marketing, and performance marketing.
The goal of the project is to build an AI Research Assistant, powered by a peer-reviewed specification, transformation notes, and starter guide, that will provide a free resource to help teams plan their AI marketing transformation initiatives.
Marketers are invited to register to recieve invites to project meetings and volunteer as a contributor to comment on docs, including the specification.
Visit this NotebookLM to learn more abut the project through a chatbot interface, listening to an audio summary, accessing a slide deck, or viewing an infographic.
Folks are also invited to track progress by joining Ask AI newsletter and LinkedIn page.
Foundational Insight
This research project is proceeding from the following insight:
AI won’t replace marketing, but it will displace marketers whose value is over-indexed on operating tools, whether legacy martech or today’s agentic workflow platforms, and under-represented in designing collaborative human-AI systems that generate a continuous stream of intelligence to support growth, shape compelling products, and create differentiated customer experiences.💡
This view rests on the following observations:
The growing role of AI in marketing is inevitable
Building automtations is becoming automated
A tools-first mindset misses the deeper system-level shift underway
Full agentic autonomy is undesirable for brands, differentiation, and AI models
Marketing can only function effectively with human-based judgement
Human-AI collaboration can improve both forms of intelligence
If marketers do not plan and adapt to the coming changes, their future will be defined by vendors and others with less stake in the continued relevance of the human contribution.
Concept: The Collaborative Marketing Framework
Creating a framework is well-established approach to help organize complex challenges and improve strategies.
The diagram below offers a starting point for the framework which will be refined as the research progresses.
Each module represents a stage where human marketers, Generative AI models, Automation Agents, and Autonomous Agents can work together, in the right balance, to drive outcomes while maintaining quality, creativity, and governance.
Knowledge provides the foundation, and Intelligence sits at the centre, interpreting that knowledge and guiding activity across the operational elements of the system.
Key attributes:
Intelligence is the central, critical layer
Marketing knowledge is continually upgraded
Human-AI collaboration at every stage, in the right balance
Modules can evolve independently, simplifying adoption
Designed to support all marketing methodologies (see below)
Inclusive Marketing Framework
The goal is to support AI transformations across the full range of marketing methodologies, whether teams are working as consultants, small businesses, agencies, startups, or enterprise organizations.
This includes:
Foundational Marketing
Product Marketing
Brand Marketing
Performance Marketing
Inbound Marketing
Research Questions
The Collaborative Marketing Framework research project aims to examine some of the most critical questions shaping the future of the marketing profession:
Where can human-AI collaboration most enhance marketing outcomes?
What's the optimal balance between AI automation, AI autonomy, and human contribution?
What elements should be built in-house, versus bought off-the-shelf?
Which roles and skills are likely to emerge, evolve, or disappear?
How should teams approach the transition to hybrid human-AI marketing?
Project Deliverables
The goal of the project is to create an AI Research Assistant that marketing teams can use to help plan their AI transformation initiatives.
To power this resource, the project will focus on the development of several types of structured research materials, including:
Specification: Includes glossary, architecture, principles, stage overviews, collaboration patterns, implementation notes, and evaluation indicators.
Transformation Notes: Explains how teams evolve their skills, roles, and culture to operate within the framework.
Getting Started Guide: Gives teams a practical on-ramp: what to inventory, what to upload, and how to begin applying the framework.
These materials will be added to a public NotebookLM project that teams can reference to create a Collaborative Marketing Operating Model (CMOM), effectively a marketing transformation roadmap tuned to their specific team, technology, and objectives.
Summaries of the research and recordings of project updates will be posted publicly.
Project Timing
The project is scheduled to begin in early 2026, with the initial phase running for three months. The goals and milestones for this phase will be published soon.
How To Join This Project
Join this research and help ensure marketers remain firmly in the driver's seat as they define the future of the profession.
Join as Project Participant:
All registrants will be able to:
Enagage with AI Research Assistant
Attend project reviews and demos
Join as Project Contributor:
We're aso looking to gather a founding group of 25 forward-thinking marketers to actively contribute in the form of flexible involvement:
Comment on diagrams, Build Notes, and Transformation Notes
Plan or host webinars and demos
Contribute social posts, project blogs, or short video editorials
All approved contributing members will have the option to have their profile and mini bio published on the project home page.
Minimal Time Committment
Joining the project as a contributor can involve as little as 30 minutes a month to comment on the reasearch docs.
Anything more, such as attending project review meetings, is 100% up to the particpant.
How To Follow This Project
How To Support This Project
Share
Like, comment, and share this LinkedIn post announcing the project.
Partner
Organizations interested in the project can send an email: info@askai.org
Purchase
In order to help cover operational costs (software), we'll be selling cool t-shirts. [coming soon]
Towards The Collaborative Business
Those with a keen eye will note that this framework can be extended to other business functions such as finance, sales, and customer success, however, all journeys must begin with a first step, and marketing is where this one begins.
If you're interested in leading research into applying this framework to a different operational function, email info@askai.org with 'Extending research' in the subject line.
About Ask AI
Since 2017, Ask AI has operated as an independent nonprofit helping people spot the opportunities and navigate the challenges associated with the increased adoption of artificial intelligence at work. Our volunteers produce a podcast, demos, newsletter, free resources, and open research.
We provide a trusted, balanced perspective on this transformative technology that is reshaping the future of work and redefining professions and industries worldwide.
Comments