The concept is a bit like vibe coding, but applied to brand strategy. But instead of waiting to be prompted, an AI agent will proactively develop strategies on-the-fly in response to changes in real world conditions.

Listen to my conversation with MRM's Nicolas Guzman on why the Interpublic shop is launching an "AI Relationship Management" practice and how it relates to and/or differs from classic CRM in a world of agent-to-agent marketing.

That's how WPP Media's Kate Scott-Dawkins responded when I asked if we hadn't already arrived there, biometrically speaking. Full disclosure: I have not.

A new, interactive mapping system released this week by the IAB mixes and matches scenarios for the use - and outcomes - of AI across advertising's ecosystem. It's a start.