What's Happening?
In 2026, the role of Chief Marketing Officers (CMOs) has evolved significantly, with a focus on managing 'human-AI teams' and the identity of AI agents. Hope Frank, leader of the AI Group at the Forbes
Communications Council, highlights the shift from traditional brand management to governing ecosystems of humans and machines. The digital advertising industry has matured, emphasizing trust and identity verification. Media companies are transitioning from selling reach to providing identity-verified outcomes, as AI agents increasingly make decisions on behalf of consumers. This shift necessitates a new approach where brands compete for algorithmic trust rather than human attention.
Why It's Important?
The transformation in marketing and media underscores the growing influence of AI in decision-making processes. Brands must adapt to maintain visibility and relevance in a landscape where AI agents prioritize trusted data. This shift impacts how companies approach advertising, requiring them to focus on identity governance and trust-building with AI systems. The evolution also affects media companies, which must become intelligence partners to navigate the AI-driven market. The emphasis on identity and trust reflects broader trends in digital transformation, where data integrity and security are paramount.
What's Next?
As AI continues to shape the media landscape, companies will need to invest in technologies and strategies that enhance their identity governance capabilities. This includes developing AI systems that can adapt to cultural nuances and local markets, ensuring content remains relevant and engaging. The focus on identity and trust will likely drive further innovation in AI technologies, with companies seeking to establish themselves as leaders in this new era of marketing. The ongoing evolution will require collaboration between media companies, advertisers, and technology providers to create a sustainable and secure digital ecosystem.
