Looking Beyond the Hype of Agentic AI: How Businesses Can Generate Real ROI from Their AI Investments
Agentic AI has created incredible excitement and potential since its emergence in early 2024. However, the vast majority of deployments have failed to provide tangible benefits,…
Expert Mode: From Personalization to Agentic Transformation
For the better part of two decades, we, as marketing leaders, have been on a relentless quest for the holy grail of personalization. We’ve invested millions…
Identity Legibility Assumes the Agent Can Reach You
Writing in Harvard Business Review, Gaarlandt and colleagues contend that agents shift the balance of power toward brands and away from retailers, because an agent will…
MarTech: 3 direct mail lessons for evaluating agentic commerce
This article was written by Greg Kihlström for MarTech. Unfashionable as it may be to say, direct mail will outlast most of the agentic commerce startups…
The Merchant Side of Trust in Agentic Commerce
The Brand Visibility for Agentic Commerce framework has, until now, treated trust as something a brand emits — the structured reviews, certifications, and authority links an…
Expert Mode: From Predictive Insights to Autonomous Action: The Rise of Agentic AI
More recently, generative AI has captured the collective imagination, promising to streamline content creation, from ad copy to email subject lines. These are powerful, valuable applications.…
Expert Mode: Navigating the Shift to Autonomous AI in Marketing with Jamie Domenici from Klaviyo
We are moving toward a future where human-led strategy is handed off to agentic AI systems for complex, multi-step execution. This transition forces us to reconsider…
Agentic Protocol Readiness Has Become a Coverage Decision
For most of the past year, Protocol Readiness was the dimension a brand could defer. The standards that let an agent transact with a merchant were…
