If you don't think that "agentic AI" will impact your media spend—think again. Google, OpenAI, Perplexity, Microsoft, Meta, and more have all announced AI agents that will take care of many basic tasks for their human users: including shopping and researching, buying and returning, as well as finding services. This goes far beyond chatbots. As people outsource more and more decisions to agents, how will brands get in front of the humans behind the agents?