Five AI questions marketing leaders need to answer now
Read our report to learn how to succeed in the agentic web era.
Inside the report
In partnership with Atlantic Insights, the market research division of The Atlantic, we surveyed 350 marketing decision-makers to understand how AI systems are impacting the way marketers connect with their customers. Read the report to learn the five questions marketing leaders need to answer now.
New terms to help you navigate the agentic web
Teams can't fix something that doesn’t have a name. These new terms name the operating problems that have emerged in the AI and agentic era.
Approval Tax
The time and value lost when an agent capable of routine work waits on a review from a human.
Decision Boundary
The written line between work an agent can do, work a person reviews and work a person must decide.
Judgment Debt
The future cost of automating the entry-level work through which senior judgment has always been developed.
Canonical Brand Source
The one governed place where a company’s facts, claims, product details and approved language live, which every downstream system is required to draw from.
Signal Integrity
Whether a brand’s facts, claims and proof hold up across every source an AI system can reach.
Representation Drift
The slow change in how AI systems describe, compare or recommend a brand, visible only against a prior record.
Accountability Map
A shared record of who owns brand guidance, product truth, data access and correction when a signal fails.
More research from Contentful and Atlantic Insights
Last year, Atlantic Insights and Contentful set out to learn how AI was impacting the marketer’s job. Download the report to see how the teams using AI have more time for strategic and creative work.
When machines make marketers more human
This isn't another report about AI adoption rates or tool comparisons. This is a tactical playbook based on exclusive data from marketing leaders who are already winning in modern digital tactics and can help you and your team do the same.
Keep reading
Use these resources to help you succeed in the AI era.
