How Growth Systems Win in the Age of AI | Rajiv Parikh

Marketing is entering a new era. For decades, growth teams have moved from mass communication to increasingly sophisticated digital and MarTech systems. More tools brought more data, more segmentation, and more ways to execute. Now, AI is changing what a growth system can be. In this keynote at the Position² Growth Marketing Summit 2026, Rajiv Parikh, CEO of Position², explores the shift from marketing execution to Growth Intelligence and what it means for modern marketing organizations. He covers: How marketing has evolved from mass communication to MarTech to AI-driven intelligence Why data alone doesn't create actionable insight The limits of rule-based automation and stateless AI Why context and inference matter for growth decisions How expert judgment can become part of an intelligence system The Intelligence-First Operating Model: Expert Judgment, Intelligence Systems, and Execution Agents Why business context may become the real moat in AI-powered growth systems The future of marketing isn't just about doing more with AI. It's about building systems that understand the business, learn from what happens, and help teams make better decisions. About Rajiv Parikh Rajiv Parikh is CEO of Position², an AI-native growth system built around the combination of growth intelligence, human expertise, and AI-powered execution. Timestamps: 00:00 - Introduction & Keynote Overview 01:07 - Rajiv's Journey: From Engineering to Marketing & Founding Position² 02:40 - The History of Marketing: Lessons from the American Revolution 03:00 - The Early Days of Search Marketing & Scaling Position² 05:52 - Why Marketing Rules Fail: The Limits of Traditional Rules & Execution 07:27 - The 3 Eras of Marketing: Mass Comm, Digital/MarTech, and the AI Era 09:47 - NVIDIA, Jensen Huang, and the Shift to Enterprise Agentic Systems 11:15 - The Agency Labor Model Dilemma & McKinsey’s Warning 12:33 - Slide Breakdown: Labor Models, Data Monetization, and Process Moats 13:43 - Q&A / Audience Discussion: "Execution-First Structures Don't Compound" 14:15 - Training in Inference vs. Training in Execution 15:53 - Why Current MarTech, Automation, and Analytics Break Down 18:00 - Real-World Example: Experimentation & Overcoming Rigid Assumptions 18:54 - The Restructured Agency: The Intelligence-First Operating Model 23:42 - Deep Dive into the 3 Layers: Expert Judgment, Intelligence Systems, Execution Agents 28:15 - How Context Graphs and Business Memory Drive Competitive Moats 34:10 - Interactive Audience Discussion: Rethinking AI Workflows 42:05 - Case Studies: Shifting Teams from Tactical Execution to Strategic AI Direction 50:30 - Key Summary & Final Q&A with Audience 56:15 - Closing Remarks #Position2 #GrowthMarketing #GrowthIntelligence #AI #MarketingAI #enterpriseai