WPP’s chief AI officer has a theory about agentic AI. It is, Dr Daniel Hulm told attendees at the IAB U.K. ‘s AI growth summit in the “teenage sex phase” — everyone thinks everyone else is doing it but when they actually look, they’re not.
It’s a crude metaphor. It’s also probably accurate.
The past 12 months have produced a remarkable volume of agentic AI announcements from across the industry. Holdcos have unveiled AI operating systems, ad tech vendors have launched agentic campaign creation tools. Consultancies have published frameworks, CMOs have given keynote speeches about the autonomous future of marketing. And yet, when the people who are supposed to be deploying the tech — the agency traders, the media planners ad the campaign managers — are pressed, the honest answer is usually a version of: “we’re exploring it, we’re in pilot or we’re building the business case.”
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.