Agentic Intelligence and the Future of Media

AI is rapidly evolving from a tool that generates outputs to a system that can reason, adapt, and act. For marketers, that shift has profound implications — not only for how creative is produced, but for how media is planned, bought, optimized, and connected to business growth.

In this session, Doug Eck, Senior Researcher at Google DeepMind, joins Jonathan Nelson of Omnicom to explore the next era of generative media and agentic buying. Together, they will examine how frontier AI research is shaping new possibilities for the marketing ecosystem, and how brands can prepare for a future where intelligence and influence work together to create more responsive, effective, and measurable growth.