The next wave of AI isn’t just about smarter tools, it’s about autonomous ones. And that poses some sticky questions: who is really in control when agents are instructing other agents, and who is accountable if they make mistakes?
That’s a question that’s starting to keep some media and ad execs up at night.
Their fears come amid a rise in the number of tools: from Salesforce to Adobe to Microsoft and Optimizely, platform providers are introducing agentic AI tools that don’t just assist users but act on their behalf. These systems make decisions, learn from behavior and adapt automatically.
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