Marketers are innovating by using AI agents to integrate data interpretation with instant execution

Neej Gore, Chief Data Officer, Zeta Global

AI is driving a fundamental shift in marketing. While it’s been many years since new technology has drastically changed how businesses operate, AI is here to stay, and the early adopters will be the ones that win the day.

AI agents provide marketers with a new opportunity to reduce the distance between data and action. These agents are specialized assistants programmed to perform essential tasks in automation, optimization, personalization and more — offering a new method for analyzing data and taking action. In modern marketing, action without intelligence is risky, and intelligence without action is wasted, making a successful action–intelligence partnership highly valuable.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.