Agentic AI in 'Teenage Sex' Stage

WPP's chief AI officer, Dr Daniel Hulm, has likened the current state of agentic AI to the 'teenage sex phase', where everyone thinks everyone else is doing it, but in reality, they're not. This statement was made at the IAB UK's AI growth summit, where Hulm suggested that despite the numerous announcements from the industry, actual deployment of agentic AI is still in its infancy. The past 12 months have seen a surge in agentic AI announcements, with holdcos unveiling AI operating systems, ad tech vendors launching agentic campaign creation tools, and consultancies publishing frameworks. However, when pressed, agency traders, media planners, and campaign managers often admit to only exploring or piloting the tech. What this means for creators is that they should be cautious of overhyping agentic AI, and instead focus on understanding its actual capabilities and limitations. As the industry continues to evolve, it's essential to separate the hype from reality and make informed decisions about the role of agentic AI in marketing strategies. Source: Digiday (https://digiday.com/media-buying/why-wpps-ai-boss-believes-agents-are-still-in-the-teenage-sex-stage-of-development/)