Agentic AI

Magnite is also expanding its buyer agent and seller agent capabilities, and is testing with partners including dentsu and DIRECTV Advertising.

The partnership combines Equativ’s omnichannel media platform and Creative Enhancement technology with SofiaPulse’s agentic creative infrastructure.

Brands can easily build custom audiences based on Gopuff's rich first-party data to power more personalised, relevant, and effective advertising campaigns.

Together, Consensus's Product Experience Platform and Saleo's AI Demo Agent create a seamless path from first curiosity to informed conversation.

Combining an audience-first data model with agentic capabilities, SONA identifies and activates personas often overlooked by traditional approaches.

The AXP introduces a governed ecosystem across brand, content, and context, delivering value for enterprises moving from AI experimentation to operational impact.

Agentic marketing is less dependent on third-party data than many of the approaches that came before it. Its strength comes from making better use of what organisations already have. That is first-party customer data combined with real-time enterprise signals like orders, inventory, and service interactions, says Jessica Keehn, CMO, SAP Customer Experience.

New agent-powered workspace by Pega can take marketers from brief to live 1:1 campaign in minutes, without sacrificing control.

With MARCIEAssist, Messagepoint is introducing a fundamentally new model for customer communications management (CCM).

As AI agents reshape marketing operations, CMOs are being challenged to focus less on execution and more on governance, brand stewardship, and content quality to ensure long-term visibility and business impact.