The Advertising Industry is Missing the Point on Agentic AI
Frequently Asked Questions
What is agentic AI and why does it matter for advertising?
Agentic AI refers to systems that act on behalf of users — proactively seeking and delivering value. For advertising, this means consumers will prefer interactive, helpful services rather than interruptive messages, shifting expectations toward permissioned, context-aware experiences.
How will agentic AI change ad formats?
Ad formats will need to evolve from static messages to interactive services that respond to user input and context. Ads should act like helpful recommendations or tools instead of one-way interruptions.
Is inserting ads into AI-generated answers the same as agentic AI advertising?
No. Inserting ads into AI-generated answers is largely perceived as spam. The article emphasizes creating conditions where users willingly engage with brands on their terms — permission-based, transparent, and valuable experiences.
What should brands do to prepare for this shift?
Brands should focus on non-interruptive, content-like formats that provide real value, prioritize context and timing, and design experiences that earn permission and trust rather than forcing attention.
How does Nativo position itself for the agentic AI era?
Nativo advocates for native, non-interruptive formats served in premium environments that feel like content. Their approach emphasizes value-driven experiences that meet new consumer expectations shaped by agentic AI.
Martech View | August 13, 2025 | By Justin Choi, Founder and CEO, Nativo
While everyone focuses on optimizing bidding and targeting, the real transformation is happening at the experience level. Our CEO, Justin Choi, just published a thought-provoking piece in Martech View that perfectly captures what we've been saying at Nativo:
Agentic AI will fundamentally shift consumer expectations from tolerating interruptions to demanding value.
Here's what this means for our industry:
- Ads must become interactive services - not just messages, but helpful recommendations that respond to user input
- Context becomes everything - showing up at the right moment, in the right form, with clear value
- Permission-based engagement - like getting advice from a trusted source, not being handed a flyer
This isn't about inserting ads into AI-generated answers (that's spam). It's about creating conditions where users willingly engage with brands on their terms.
At Nativo, we've always believed in advertising that connects better—formats that look and feel like content, served in premium environments where engagement thrives. As agentic AI reshapes expectations, our approach of non-interruptive, value-driven experiences becomes more critical than ever.
The brands that win will be those who show up when needed, speak clearly, and offer something valuable—no tap, no scroll, no ask required.
The future isn't optimization. It's ads as a service.
What's your take? Are you seeing this shift in consumer expectations in your industry?
#AgenticAI #FutureOfAdvertising #NativeAdvertising #MarTech #AdvertisingInnovation
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