What does Agentic AI mean in the context of commerce media?

The way I think of generative AI is that it’s primarily assistive, right? Meaning that you can prompt it and it’ll give you uh you know everything from copy to actual content. It might do some small tasks for you, but fundamentally uh it’s assistive in nature, right? And then agentic AI was a big leap because it actually does things for you, right? And as we all know, that’s where we all get some more time if somebody could actually do things for us. I jokingly compare it to like hiring a consultant who tells you what to do versus hiring an employee who can actually go get it done for you.

In the context of commerce media, you know, speaking to retailers and brands alike, the thing I hear and I’m sure you guys do a lot is just the challenge of going across so many different retail media networks and you know they’re all different you know for you know for the right reasons perhaps but uh you know kind of taming that complexity of working across uh retail media networks is a big problem and you know it’s a problem that I think traditional software approaches is and uh cannot solve very well because it is truly truly very complex and that’s where AI  comes in and you know if you look at the whole process from generating creative and content orchestrating all of the different workflows of automation needed uh and optimizing and delivering great performance. I think a generative AI and agentic AI in combination are the right tools to tame that.