Digiday reported WPP’s chief AI officer told an IAB U.K. summit that agents are in an early stage and that deployment is mostly pilots and business cases.
The executive said companies may deploy “an army” of agents but that many will not be capable. He also claimed “at least 80%” of the energy needed to build agents is testing.
Digiday reported that in marketing, autonomous agent decisions can change the environment they were trained on, and said this makes ongoing validation critical.
Source: Digiday