As Alex Kantrowitz of Big Technology likes to say, what often gets lost in these debates is the nuance - so let's parse the rhetoric from reality. At the extremes, two scenarios could play out: Firstly, in a world where AI agents facilitate critical moments of truth for consumers making decisions about brands, products, and services - and immediately execute transactions - advertising becomes obsolete.
The execs kick things off: Why are we here? What will this achieve? Then the consultants descend. Let the process mapping begin. Swim lanes. Handoff points. Decision makers. Stakeholders. RACI charts. Today is all about people and process. The message is clear: fix the people side first - because until you do, no technology will save you. No more silos. No more pain points. Content, data and insights delivered on time and on spec.