Marketing has been a hotbed of digital transformation for more than a decade but with the recent emergence of Generative AI (GenAI), the most profound changes lie ahead. GenAI improves continuously on a logarithmic/exponential curve of competency mastery. Its potential is limited only by the availability and cost of computing and whatever governance can be applied to control it. While we are amazed at its current abilities, it is just getting started and the rate of acceleration means that in three to five years it will be phenomenally more proficient at everything we teach it to do, and the more people use AI to do their jobs, the faster AI will learn to do everyone's job.