Leading brands are building AI into everything they do

"True differentiation comes when AI agents are woven into the very DNA of a go-to-market engine, surfacing intelligent, actionable insights at the exact moment they matter. An agentic operating model fundamentally abstracts your brand from individual platforms, enabling scalable growth through modular, composable building blocks. It orchestrates AI agents across discovery, optimization, and activation. Think of each AI agent as a specialist on your team, researching trends, generating assets, and running experiments, so your marketers can concentrate on big-picture strategy."

"Modern marketing is redefining itself. Global powerhouses like Unilever, Heineken, and Visa are tearing down traditional agency silos - media, brand, data - and rebuilding hybrid in-housing models that blend hyper-local agility with centralized oversight. As these structures evolve, CMOs face a critical question: how do we turn AI from a tactical efficiency tool into a strategic accelerant for growth?"

Brands are moving toward hybrid in-housing models that break down agency silos and combine hyper-local agility with centralized oversight. Many in-housing efforts treat AI primarily as hygiene for cost savings, data synthesis, and faster asset creation. Distinctive advantage arises when AI agents are embedded into a go-to-market engine to deliver timely, actionable insights. An agentic operating model abstracts brands from platforms and uses modular, composable building blocks to orchestrate AI across discovery, optimization, and activation. Each AI agent functions as a specialist conducting research, generating assets, and running experiments, freeing marketers to focus on big-picture strategy. Tracking AI-driven discovery and search presence is now critical.

Read at The Drum