The rise of autonomous AI is reshaping industries, raising urgent questions about control and accountability, particularly in media and advertising. Prominent platforms like Salesforce, Adobe, and Microsoft are developing agentic AI systems that act on users’ behalf, prompting concerns over data privacy and governance. As these AI agents interact increasingly with one another, the lack of accountability could result in unintended purchases or biased decisions. Experts emphasize the necessity of establishing robust governance frameworks to monitor AI activities and protect consumer data. Furthermore, as AI becomes capable of mimicking human behavior in web traffic, businesses must prepare for the implications of marketing to bots rather than humans. This evolving landscape demands attention from marketing leaders to address challenges associated with AI-driven messaging and user experience. Without stringent guidelines, industries may face significant risks as AI autonomously interacts with data and users, making agentic governance an essential priority.
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