Category: MarTech Futurist

EU AI Act Article 50 transparency obligations took effect August 2. Greg Kihlström on what changes for marketing operations, agency contracts, and brand-configured agents.

New research puts a measurable ceiling on multi-agent coordination: collective accuracy peaks near 16 agents and declines after. Why verification cost, not compute, now governs how far marketing teams can scale agentic execution.

Enterprise marketing reports 70% AI deployment and 85% missed launch dates. New research from Knak, StackAdapt, Algolia, and Progress Software shows AI capacity landed on drafting while approvals, assembly, and coordination still set the calendar.

Agents that run continuously bill continuously. Holding companies are burying AI costs in principal media, OpenAI proposes useful intelligence per dollar as the enterprise metric, and only 24% of marketing organizations have integrated AI into everyday workflows. Why cost per completed task becomes the metric that matters in 2026.

Human sign-off on high-risk AI agent actions fell from 40% to 25% in six months even as fully agentic campaigns began shipping end to end. The July 25 Martech Futurist argues judgment scales by designing oversight, not by adding reviewers, with data from JumpCloud, BCG, Broadsign, and Microsoft.

From Greg Kihlström’s Martech Futurist blog. Capability is arriving on a purchase order. The capacity to decide what an agent may do, verify what it did, and answer for the result arrives through hiring, training, and organizational design, and it arrives much more slowly. The last three editions worked…

From Greg Kihlström on the Martech Fururist blog. A survey of enterprise deployments finds that identity is the control organizations are least likely to have put in place. Perimeter research finds the same requirement outside the firewall, where an agent reaching your site may belong to a customer, a…

Marketing agents are moving from recommending a decision to executing it, on budgets, targeting, and messaging, often before any human reviews the choice. The ceiling on how much of that work an organization can hand over is no longer set by model capability. It is set by two things…

Reposted from GregKihlstrom.com: Recent research across Forrester, Gartner, and adjacent CX coverage converges on the same seam. Adoption has stopped being the variable that separates leaders from the field. Roughly nine in ten organizations are piloting or running AI in some form, and the number keeps climbing across every…

From Greg Kihlström’s Martech Futurist blog. For two years the marketing conversation treated the model as the prize. Buy access to the best one, wire it into a workflow, wait for the returns. The research surfacing now moves the argument somewhere less comfortable. The model has become the assumed…