Episode 171: What happens when companies stop renting AI capabilities and start building their own?

Defyner co-founder, Will Fernandez, discusses the rise of agentic AI and how it will fundamentally reshape marketing and corporate communications. He sees AI integration as the next industrial revolution (which historically combined electricity with a rethinking of industrial engineering} – only the speed at which this one comes together may be faster, and the efficiency gains may be greater.  We explore with him multi-agent systems, the future of agencies, AI governance and sovereignty, and what CMOs and CCOs should be doing now to prepare for a rapidly changing future.