This post was created in partnership with Taboola
Key takeaways
- Agentic AI is shifting from automation to autonomy, but trust, transparency, and governance remain essential.
- Organizations need clear workflows, quality data, and ecosystems of interoperable AI tools rather than a single platform.
- As agentic AI pilots expand, marketers and investors will expect proof that AI improves performance and delivers ROI.
From autonomizing tasks and overhauling workflow to taking over decision-making and transactions, organizations are betting big on agentic AI-powered systems and tools to level up their performance marketing capabilities.
During an ADWEEK House Cannes Lions group chat co-hosted with Taboola, panelists discussed how agentic AI is flipping the script on performance marketing processes and where it could take the industry next.
The state of agentic AI
Krishan Bhatia, chief business officer at Taboola, began the conversation by exploring the key attributes of impactful agentic AI in action today.
“The autonomy is probably the most important aspect of delivering on the promise of AI,” Bhatia said. “The whole point is that AI routinizes, or basically autonomizes, routinized tasks of RFPs and plan building and optimization in flight, and it’s working.” However, he noted, when it comes to governance, guardrails, and security layers, it’s still a work in progress.
Matt Groshong, business development director of adtech and martech at NVIDIA, said the real value of agents will come when they have agency.
“Where we go with that depends on how advanced your data is that sits behind it. It depends on how comfortable you are with that transaction,” Groshong explained. “But more importantly, it has to be able to describe why it made a decision. Maybe you have the ability to undo that decision, and proper transparency, so that you can get to a point where you actually trust it.”
