During the inaugural annual general meeting for The Agentic Advertising Organization, dubbed The Foundry, last week, attendees debated an awkward talking point for the advertising industry’s AI ambitions.
For all the enthusiasm around “agentic” systems, which can plan, optimize, and measure the effectiveness of media campaigns with minimal human intervention, i.e., realize the headcount savings currently wreaking havoc on adland’s workforce, one topic that will thrill accountants less so keeps arising: accountability.
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