The Advertising Industry is Missing the Point on Agentic AI
Martech View | August 13, 2025 | By Justin Choi, Founder and CEO, Nativo
While everyone focuses on optimizing bidding and targeting, the real transformation is happening at the experience level. Our CEO, Justin Choi, just published a thought-provoking piece in Martech View that perfectly captures what we've been saying at Nativo:
Agentic AI will fundamentally shift consumer expectations from tolerating interruptions to demanding value.
Here's what this means for our industry:
- Ads must become interactive services - not just messages, but helpful recommendations that respond to user input
- Context becomes everything - showing up at the right moment, in the right form, with clear value
- Permission-based engagement - like getting advice from a trusted source, not being handed a flyer
This isn't about inserting ads into AI-generated answers (that's spam). It's about creating conditions where users willingly engage with brands on their terms.
At Nativo, we've always believed in advertising that connects better—formats that look and feel like content, served in premium environments where engagement thrives. As agentic AI reshapes expectations, our approach of non-interruptive, value-driven experiences becomes more critical than ever.
The brands that win will be those who show up when needed, speak clearly, and offer something valuable—no tap, no scroll, no ask required.
The future isn't optimization. It's ads as a service.
What's your take? Are you seeing this shift in consumer expectations in your industry?
#AgenticAI #FutureOfAdvertising #NativeAdvertising #MarTech #AdvertisingInnovation
