"Agentic AI" is the most over-marketed term in the discipline this year, and one of the most under-implemented. The essays here separate what agentic systems actually do from what vendors sell, and lay out the architectural decisions that determine whether agentic AI compounds value or quietly leaks it.
Connected ideas: Cost Per Decision is the metric agentic AI moves; Performance Max is one of the first surfaces it shows up on. The operating reference for marketing leaders moving past prompts and chatbots is the Agentic AI Hub — architecture, readiness checklist, and FAQ.
Beyond prompts and chatbots — AI that acts, decides, and executes across systems. What this means for how marketing gets done.
Most teams are locking their workflows to a single model. That's the wrong bet. Here's how to build infrastructure that survives the next model shift.