Marketing is on the verge of becoming increasingly autonomous – AI agents spending billions, adjusting creative, targeting, and budgets continuously based on real outcomes. The opportunity is enormous, but so is the risk.
The advertising industry has navigated many shifts – from search to programmatic to the cookie crisis – each forcing us to rethink marketing. But none will transform it as deeply as AI. Unlike past changes that affected parts of the ecosystem, AI is reshaping every workflow. As an industry, we can’t sit back – we need to shape this future.
That’s why I call this The Reset Era – a moment where everything is up for rethinking, and where the choices we make now will decide whether AI delivers broad opportunity or a deep concentration of power.
If we move slowly, we’ll fall into the same trap as before – where a handful of players lock up the data, control the access, and dictate the terms. Our duty is to create an open, thriving ecosystem where the advantages are shared, not hoarded.
AI in Marketing Forums – Let’s shape this new era together
It’s our role to collaborate and create interoperable standards that enable every marketer, platform, and consumer to benefit in this new era. In the coming weeks, LiveRamp will kick off a series of AI in Marketing Forums in San Francisco, New York, and London. Think of them as part think tank, part workshop, part blueprint for the future. These sessions will be high-energy, sleeves-rolled-up gatherings where industry leaders come together to address the real challenges at the intersection of AI, data, and consumer experiences.
What we’ll tackle together
- Identity → How do we give AI agents clean, trusted identifiers that work reliably across systems?
- Audience → How do we define and standardize audiences so AI agents can dynamically activate data and coordinate decisions across platforms?
- Permissions → How do we embed consent, governance, and compliance into every agentic action – including which choices AI makes autonomously?
- Context → How do we ensure agents interpret the when, where, why, and authority behind signals responsibly?
- Creative → How do we enable AI agents to generate, test, and optimize creative continuously – grounded in shared brand guardrails, real outcome data, and transparent attribution?
- Semantics → How do we establish shared definitions so AI agents act consistently on concepts like “segment,” “campaign,” or “conversion”?
These elements are the foundation for a healthier AI ecosystem. By working on them together, we can shape the standards and practices that will define how AI collaborates with data to power meaningful consumer experiences.
Join us
London — 9/9 | New York — 9/18 | San Francisco — 9/25
Have ideas, want to collaborate, or plan to attend? Reach out at [email protected] – it’s the best way to connect with us on all things AI at LiveRamp, from these forums to broader partnership opportunities.
AI is moving at hyperspeed, and these forums are our chance to ensure the standards and technologies we build are open, transparent, and configurable – for everyone.
The Reset Era is here. Let’s write the playbook together.