Marketing teams make 6 avoidable mistakes when introducing AI agents — expert insights

Context

Marketing teams are making avoidable mistakes when introducing AI agents, according to WPP's Chief AI Officer Daniel Hulme. Teams are getting excited about technology and applying it to the wrong problems, failing to test and govern AI deployments, and measuring impact in the wrong ways. Marketers should start with the problem, not the tool, and focus on the value proposition of AI agents.