The organizations that adopted it fastest used that 10x to produce 10x more fixed assets: landing page variants, email templates, ad creatives. Faster at the old model, not a new one.
Here's the problem: the old model assumed creation was expensive. When a landing page took a design team two weeks and an email campaign required three rounds of review, you needed each asset finished before it shipped. The economics demanded fixed assets.
Those economics are gone. And yet the model persists. Most teams still run quarterly campaigns and measure success by assets shipped.
The next step most people describe is orchestration: coordinate more channels, automate more workflows, move faster. That's necessary but insufficient. Orchestration is logistics.
The real shift is what I'd call Convergence: every channel, every interaction, every signal compounds into a system that gets smarter with use.
Three things change under Convergence:
→ Every surface becomes conversational. A visitor asks a question on your website and gets a substantive, brand-approved answer inline. A prospect replies to your marketing email and gets a real response in 90 seconds, not a "Contact Sales" form. The page participates.
→ Intelligence travels at system speed, not meeting speed. When your paid media team discovers that compliance messaging converts 3:1 over speed messaging for finserv, that insight lives in a Google Ads dashboard. The email team won't see it until Monday standup, if they see it at all. Under Convergence, channels share a substrate (common knowledge layer). The insight travels through the graph, not through a meeting.
→ The next buyer might not be human. Before a human visits your website, a procurement agent queries your content: "Find content platforms that handle SEC disclosure requirements, integrate with Salesforce, cost under $200K." That agent doesn't see your banner ads. It queries structured data. If your brand isn't structured for agent consumption, you're invisible.
These three changes aren't separate trends. They compound.
The gap between these two models widens with time and is difficult to reverse. Organizations on the Convergence path compound intelligence with every interaction. Organizations on the asset path start over with every campaign. After 12 months, the converging organization has a structural advantage that cannot be closed by working faster. The advantage is accumulated intelligence.
The generation gap has closed. The Convergence problem is the next decade.
I work on this every day at Typeface. We're already seeing this in production deployments.