Agentic marketing

Google is forcing the migration to AI Max and a lot of PPC managers are living it as a loss of craft. The fear is misplaced if the governance is right.

A poorly supervised AI agent edited code far beyond what was asked. The lesson isn’t to ban AI. It’s to consciously decide how far it can go on its own.

A twenty-minute audit isn’t worth twenty minutes. It’s worth six years of senior judgment compressed into a prompt. Bill the judgment, not the clock.

Performance Max now exceeds 80% of enterprise ad spend. The real 2026 skill isn’t switching AI off out of caution, it’s building the safeguards that let you move fast without losing control.

The rare skill in 2026 isn’t language syntax anymore. It’s the ability to wire systems together while knowing the business well enough to know what to connect to what.