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With so much hype around agentic AI, it can be difficult for marketers to know where the real value lies or how they need to position their existing technological capabilities to optimize agentic implementation. That's where Bob Walczak, CEO of MadConnect, comes in. Bob's opinion on the implementation of agentic AI is a simple one that the marketing industry seems to be resisting: The real bottleneck in modern ad tech isn't data, it's plumbing. With agentic AI looming, the connectivity problem that exists across most modern tech stacks is now critical and marketers need to act fast to avert disaster.

On this episode of On Scope, Bob joins host Mike Berberich to have a frank discussion around what's needed to ensure agentic AI actually works with existing tech stacks and drives real ROI. Together, the pair covered:

• The prevailing misconceptions around infrastructure, integration, and engineering, and why businesses will need to be buttoned up across all three fronts if AI is going to work reliably.
• Where humans still need to be in the loop and the ways in which they can track what an AI is and isn't doing.
• Bob's tips for both CMOs and junior marketers on what they need to do right now to prepare for an agentic future.

On the return of our "Research Roundup" segment, ANA VP of Marketing Operations Peter Kenigsberg joins Mike in the studio to highlight key insights from Unlocking the Strategic Value of Marketing Operations, a report on the state of marketing operations within the broader industry. Peter shares the methodology behind this critical research, the common characteristics found among organizations getting the most from their ops departments, and the ways in which your marketing operations team can be deployed to drive better business results.

Whether you're looking to take your tech stack to the next level, transform your marketing operations department into a profit-driving powerhouse, or have a different marketing problem you need to solve, you can find the answers at an ANA National Industry Conference. These premier events are where the industry's sharpest marketers compare notes, set standards, and pressure-test what's next. Attend the 2026 Masters of Marketing Conference, presented by Havas and taking place October 20-23 in Orlando, Fla., and you'll hear from leaders at Coca-Cola, LEGO, P&G, Rivian, Harley-Davidson, and Manscaped. To check out the full lineup of upcoming National Industry Conferences, visit us at www.ana.net/events.

Have a topic idea or guest suggestion for On Scope? Let us know.

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