Across C-suites, there is growing interest in working hand in hand on everything from ROI and performance measurement to making space for bold ideas that drive growth. There is a lot of interest in the duality of rigor and inspiration. Another topic that’s dominating marketing conversations is agentic AI, autonomous AI systems that work independently to complete tasks. A year ago, marketers were talking about experiments and pilots with gen AI. Now, they’re exploring how to use agentic AI across broad domains in marketing and beyond: creating consumer experiences at scale, enabling hyperpersonalization, rethinking media buying, and unlocking creative development in ways that not only save money but also truly fuel growth. Many CMOs are asking themselves whether they have the right strategies and systems to make this leap.
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