AI agents are no longer just experimental tools — they’re rapidly becoming indispensable intermediaries in how people search, shop, and interact online. As platforms like Google, OpenAI, and Perplexity race to roll out agentic AI, the advertising industry is bracing for a shift that could redefine consumer journeys and reshape digital marketing strategies.
Despite all the hype, many marketer’s generative AI investments are still modest or even nonexistent. One Gartner survey of more than 400 marketing leaders found that 27% of CMOs reported their teams had little or no adoption of generative AI. However, it’s still early — both in terms of impact and in terms of preparations. And with the search landscape ever-evolving, Gartner analyst Noam Dorros marketers could risk creating a “massive headache” for themselves by trying to chase what the future might look like.
“You still have to focus on what’s three feet in front of you, which is your consumer, and understand their behaviors and their needs,” Dorros said. “… If you are foundationally sound when this changes again, you’ll give yourself a better launch pad to pivot and adjust accordingly.”
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