‘Agentic with a small a’: CMOs are adopting AI more slowly than it’s evolving

Something counterintuitive is happening in advertising: AI is moving fast. Marketers are not. 

That mismatch — speed in the systems, drag in the humans — has quietly become one of the defining patterns of the year so far. For most marketers, AI still sits closer to an assistant on probation than an operator with authority.

“That’s the client preference at the moment,” said Wesley ter Haar, co-founder and chief AI officer at S4 Capital.

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