Transcript:

Agentic orchestration and marketing. It's a hot topic everyone's talking about. What does it actually mean? I'm Matt Karasick, Head of Product at LiveRamp. Here's the deal.

So let's say I'm a company that sells crackers, and I sell my crackers in many of my retail partners' stores. And those retailers have made a whole bunch of insights available to me that's gonna help me figure out where to promote my latest line of crackers. And so I'm gonna take a look at those insights and I'm gonna get my team of analysts to say, how many reports across how many cuts and slices and dices can we look through in a day? We have four days to make our based on these insights we'll come up with the best segments available.

But now give this team of analysts the supercharged powers of AI agents. The amount of new data that they can look through to get these insights out and get to far better, more meaningful segments has gone up by orders of magnitude. And so what we are talking about is taking human teams and making them superhuman teams by drastically increasing the capacity and ability to extract information out of data and turn that information into results. So with that being the future and the future is now, here's what you need to think about.

How do I get those agents in place and how do I feed them what they really want, which is the most valuable data that they can turn into value for you?

The good news is the data that they crave is more available than ever before through data collaboration. So if you're a marketer coming up with your AI strategy right now, the most important thing is to ensure that the agents that you and your team are gonna use, whether those are agents that you're building, your partners are building, or you are licensing, the most important thing is that those agents have access to the most valuable first, second, and third party data available via data collaboration.

In addition to what is agentic, the next most common question is, is it safe? Can I allow my enterprise's data to be part of it? And the answer is, as long as you prioritize privacy practices and work with a partner that's committed to safe and secure data collaboration to power your agentic use cases.

You're probably thinking about how AI is gonna supercharge your marketing efforts, but it is time to go from thinking to acting if you're not already. So I'll tell you that the time is now.

There are paths to do this and to do it safely and at scale. Get going.