Unilever has become increasingly confident using TV to reach consumers. Hellmann's latest Super Bowl ad demonstrates that its playful message encourages people to watch it again and again. And that's the whole idea.

As OpenAI began piloting ads in ChatGPT, The Knot began exploring how it could connect with audiences through conversational AI in chatbots and possibly through agentic commerce.

Media experts with old values, judgment and tools and U.S. legislation and rules are trying to manage technology never envisioned - a theme circulating through the advertising industry as AI technology kicks in to take on everything from ad targeting to agentic tasks.

The social media site, not for humans, shows retailers are not prepared for AI agent tech that could undermine online purchase security by introducing autonomous vulnerabilities built for traditional rules and human-paced threats are not equipped to handle.