Agentic AI: What Is It and How Will It Change Advertising?
Apr 16, 2025 / 12:30 - 1:00 PM EST
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Agentic AI is the next evolution of artificial intelligence—shifting from simple prompts to autonomous action. But what does this mean for digital advertising and marketing? In this episode of IAB Pulse, host Chris Bruderle (VP, Industry Insights & Content Strategy) is joined by IAB’s Caroline Giegerich (VP, AI) and Mark Avnet (Senior Director, Professional Development and Education Center) to break down the myths and realities of Agentic AI, its impact on consumer engagement, and how marketers can prepare for the shift from SEO to Agentic Search Optimization.
Mark Avnet is Senior Director of Learning and Development at IAB, bringing over 25 years of senior leadership, learning and development, talent management, thought leadership, and innovation experience to IAB, its members and partners.
Mark was Head of Learning and Development at 360i, founding and leading L&D and Thought Leadership at this large Dentsu-owned digital-first advertising and marketing agency. At 360i, Mark created and facilitated training and workshops for employees, as well as developing and delivering training programs for clients including Coca-Cola, Nestlé, Kraft, Mondelez, Mattel, and Oscar Mayer.
Other industry roles have included SVP and Director of Technology and Production at Ammirati Puris Lintas’ APL Digital, CTO and Head of Innovation at Lot21 Interactive, Head of New Media at @radicalmedia, and Executive Producer and Head of Production at Hearst New Media.
Mark’s academic credentials include Professor and founding Head of the Creative Technology program at VCU Virginia Commonwealth University’s Brandcenter, widely recognized as the nation’s top graduate school in advertising and marketing. Mark was Chair of Communications at Russell Sage College/Sage Colleges of Albany, Visiting Professor at Marist College, and Adjunct professor in both NYU’s Tisch School of the Arts and Syracuse University’s Newhouse School of Communications.
Mark has been a professional musician, recording engineer/producer, and recording studio owner. He is a certified clinical hypnotherapist and, in an early career left-turn, briefly raised giant sea slugs for a living.
Chris Bruderle brings over 25 years of experience in Data/Web Analytics and Media Market Research at premium Digital and Muti-Platform web publishers including The Daily Beast, Martha Stewart Living Omnimedia, Conde Nast Publications and This Old House Ventures.
Before working at IAB where he leads research-based thought leadership initiatives, Chris was most recently VP, Analytics & Research at The Daily Beast where he spent nearly 7 years and was responsible for the tracking, analysis and reporting of The Daily Beast’s O&O site and off-platform data/analytics for Senior/Corporate Management, Editorial, Advertising Sales, Product/Engineering, Audience/Business Development, Social Media and PR. He established the company-wide Editorial Analytics and Advertising Sales data and research stacks which included, among others, Google Analytics, Parse.ly, Krux DMP, Optimizely, comScore, Kantar, Samba, Newswhip, Crowd Tangle, Buzzsumo, and CrazyEgg.
Prior to The Daily Beast, Chris spent 5 years as Associate and Acting Director at Martha Stewart Living Omnimedia where he directed the correspondence and development of all research-based strategies supporting the Advertising Sales and Marketing staffs of each of the MSLO media brands and platforms across digital, mobile/tablet, TV, print and radio. Chris has also held marketing and market research positions at Conde Nast and Time Inc.
Chris started his career at BBDO as an Assistant Media Planner where he most notably completed the “Media Training Program”.
Before joining IAB, Caroline built a career at the intersection of innovation, marketing, and media, helping brands, agencies, and technology platforms navigate emerging technologies. She has held leadership roles at Warner Music Group, where she drove emerging tech strategies for artist awareness and revenue growth, and at MediaLink, where she advised ad tech and media companies on growth strategies. Most recently, Caroline ran her own consultancy, developing AI education programs, playbooks, and thought leadership for marketing professionals. She has also held leadership roles at HBO, Showtime, Initiative, and Smashbox Cosmetics.