A clear theme at last week’s Digiday Publishing Summit Europe was skepticism about agents. Executives see the upside but fully autonomous systems still feel distant. For now, many say they’re relying on more human judgement in their organizations, not less.
It was a useful check on where things actually stand. The industry may be calling this its “agent era” but it’s still on training wheels.
Think of the Slack bot that watches a campaign channel and turns discussion into Asana tasks; the Notion agent that assembles a clean recap deck after a client call; the reporting bot that posts daily performance summaries and flags campaigns slipping below benchmark; the lead-routing agent that enriches a form fill and delivers it to sales with context or creative platforms that generate dozens of ad variations and slot them into a preset launch flow. They streamline hand-offs and documentation but they’re still executing instructions not making choices.
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