News Summary

• An agent buying ads sounds great in theory to a lot of advertisers.
• Georgia-Pacific knows that better the most.
• It’s just not buying it — not yet, anyway.
• “An agent will only automate a repetitive task,” said Paras Shah, senior director of digital media.
• ‘The industry is thinking about integrating agents wrong,’ said Mateusz Jędrocha, chief product officer at Adlook.
• But the true value of AI agents isn’t in replicating what humans already do.