For marketing and communications professionals, survival in the modern industry landscape means being able to pivot quickly. Amid shifting consumer behaviors and emerging technologies, teams must embrace change and respond in real time to stay both relevant and effective.

Juie Shah, Group Strategy Director, DDB Chicago and a member of the Forbes Communication Council shares insights on the importance of adaptability in an ever-shifting landscape.

Juie says: “Progressing amid change requires several key skills. Firstly, professionals have to adapt to client needs—a brand orchestration approach that looks at the parts and the whole to move the brand to new contexts is key. Secondly, professionals have to adapt to AI—stronger cross-functional partnerships where collective insight drives discernment of ideas are necessary. Finally, professionals will have to add new capabilities—casting for diverse capabilities that balance speed and innovation in the face of challenges is extremely important.”

Read more in Forbes here.