McKinsey: Agentic AI to Power Two-Thirds of Marketing Activities
McKinsey's new research estimates agentic AI will come to power as much as two-thirds of current marketing activities — including automated content generation, synthetic audience testing, and audience-based media planning. The kicker: most organizations are still stuck in the "gen AI paradox" where the technology is everywhere except on the bottom line. McKinsey's fix? Redesign entire workflows, not just individual tasks.
Read on Diginomica →UK Regulators Give Publishers Control Over AI Content Use
The UK's Competition and Markets Authority just told Google to let publishers block their content from AI summaries and model training — without losing traditional search visibility. This is big: publishers no longer face the binary choice of feeding AI or disappearing. Google must also provide clearer attribution when publisher content appears in AI-generated answers. For marketers, it's a new decision: protect the click, or show up in AI summaries?
Read on MarTech →InMobi Opens Programmatic Ads to AI Agents
InMobi Advertising launched a programmatic ad system that exposes mobile and TV ad inventory to autonomous AI buyers. The platform interfaces directly with machine learning purchasing software — digital agents can now read pricing data and buy ad spots without human intervention. This is the agentic advertising future made real.
Read on MarTech →EDO Deploys Autonomous TV Ad Optimizer
EDO launched AdEngage, an autonomous platform that uses ML models to monitor live viewer engagement across streaming and broadcast networks. The system automatically shifts budget allocations between networks based on real-time audience actions. When your ad spend starts reallocating itself, you know the agentic era has arrived.
Read on MarTech →New Tools Track How AI Describes Your Brand
Brandaxis introduced a platform to monitor brand visibility in AI search results, while Brandi AI launched "Sentiment Hub" to track how language models describe companies — positive, neutral, or negative. Both systems monitor changes in AI-generated definitions over time. As AI becomes the first touchpoint for buyers, knowing how these systems present you is becoming mission-critical.
Read on MarTech →💡 My Take
Read this one: The McKinsey piece on reinventing marketing workflows. The insight that most AI gains are trapped in isolated tasks — not end-to-end workflows — explains why so many teams feel like they're busy with AI but not seeing results. The companies that redesign entire processes (not just automate pieces) will capture the real value.