Every week, there’s another announcement about AI agents . Google is building them, software vendors are selling them, and LinkedIn would have you believe every marketing team will soon have an autonomous employee managing campaigns around the clock. It’s easy to conclude that the next competitive advantage is building an AI agent as quickly as possible. While that idea may hold some truth, I think it’s the wrong perspective. After spending the last year building agentic systems for Google Ads, it’s become clear that not every organization is ready for an AI agent. The businesses that see genuine commercial value all follow roughly the same…
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