Next-generation digital advertising predictions
As to what a post-agentic AI marketing world might look like a year from now, Palan said she envisions it being used less for discovery and evaluation and more for decisioning and transacting.
“The way that is going to be successful is when these agents can build trust with the customer, and that’s going to be the way the customer feels confident that what’s being done—not just recommended—but transacted on their behalf, is something they actually want,” she said.
From a business perspective, Imran Khan, founder and chief investment officer at Proem, predicted that organizations will begin looking for their ROI in the near future.
“All of the companies are investing pretty significantly in AI,” Khan shared. “We all see the promise of AI, and I think the next question is for that dollar that you are spending, are you getting the return that it promised?”
Only time will tell, but Bhatia is hopeful he’ll be reporting positive results for the customers currently in beta testing with Taboola right now. “I think next year I want to be sitting here and having proved it to all of those, plus some, and be operating at scale throughout our entire platform.”
Featured Conversation Leaders
- Krishan Bhatia, Chief Business Officer, Taboola
- Steve Ellis, Chief Operating Officer, Paramount Advertising
- Matt Groshong, Business Development Director, AdTech and MarTech, NVIDIA
- Ryan Joe, Editor-in-Chief, ADWEEK
- Imran Khan, Founder and Chief Investment Officer, Proem
- Jarrod Martin, CEO, Acxiom and Chief Transformation Officer, Omnicom Media
- Ami Palan, CEO, Accenture Song Americas
