Observed Signal · Apr 30, 2026 · Conference Coverage · Source: Digiday · Impact: 2/5 · Sentiment: Positive
Agentic AI's Impact on Marketing at Possible
Digiday reported from day two of the Possible conference in Miami (April 30, 2026), interviewing senior executives about agentic AI’s implications for marketing and multicultural strategies. The Home Depot’s Molly Battin described a test-and-learn approach and interest in agentic shopping to reduce customer friction. Sundial Media Group’s Kirk McDonald said the company is using AI to mine decades of owned data to prepare for a zero-click future and stressed the continued importance of trusted connections for diverse audiences. Omnicom Media’s Joanna O’Connell discussed studying both consumer- and brand-side effects of economic instability and AI, and argued agentic AI will advance beyond LLM-only consumer perceptions. Digiday will publish more interviews from the event.
Executive perspectives from a major industry conference highlight practical uses and concerns around agentic AI and multicultural marketing—informative for practitioners but not a platform policy change or technical release.
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Key Takeaways & Evidence Grounding
- Day two coverage of the Possible conference in Miami was published April 30, 2026.
- Year four of Possible had approximately 7,500 attendees.
- Digiday interviewed three senior executives: Molly Battin (The Home Depot), Kirk McDonald (Sundial Media Group), and Joanna O’Connell (Omnicom Media).
- The Home Depot is testing agentic shopping to reduce friction in the shopping experience.
- Sundial Media Group is using AI to analyze up to 100 years of owned data to address a potential zero-click future.
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Related Market Signals & Shifts
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Agentic AI Discussed as Marketing Tool at ADWEEK Panel
At an ADWEEK House Possible group chat co-hosted with Mutinex on May 5, 2026, adtech and brand leaders discussed how agentic AI is being applied across marketing funnels. Panelists — including representatives from PubMatic, The Hershey Company, Breeze Airways and Mutinex — emphasized that a strong data foundation is required before applying AI, that AI can free teams from routine work to focus on strategy, and that human judgment (taste, creativity, oversight) must remain central. Hershey described speeding media-mix-model data preparation from six months to 24 hours after working with Mutinex. The session highlighted practical uses (measurement, workflow speed, creative production) and cautioned against over-automation.
Marketers See AI Benefits; Trust Limits Agentic AI
Digiday+ Research (excerpt) summarizes a survey of 142 brand and agency professionals (conducted Q4 2025) showing widespread embedding of AI across marketing workflows but persistent barriers to broader adoption. Generative AI has higher adoption than predictive AI, with generative tools most used for creative production (82%), marketing (81%) and external/internal communications (75%/56%). Predictive AI is most commonly applied to measurement and KPI analysis (48%). More than half of respondents (54%) said their companies do not use agentic AI; interviewees and case studies (Unilever, Kroger, Monks) illustrate benefits but highlight trust, governance, data access and technical complexity as obstacles to agentic AI adoption.
POSSIBLE 2026: Industry Experts Discuss AI Trends
At POSSIBLE 2026 in Miami, Digiday conducted interviews with agency and brand executives about the practical impact of generative AI on marketing while emphasizing the need to stay human. The conference, headed by Christian Muche and owned by The Hyve Group, surfaced recurring themes: pragmatic uses of AI for measurement and efficiency, talent and hiring implications, economic uncertainty, and maintaining emotional/creative connections with audiences. Executives interviewed include Geico’s Katie Klumper (on using AI to find and retain talent), 1440 co-founder Tim Huelskamp (on neutral news and fact‑checking), Marketcast CMO Kerel Cooper (on AI to speed data crunching without losing human insight), media veteran Alan Schanzer, CROING founder Alejandra Salazar and Maybelline New York president Yasmin Dastmalchi (on authentic Latin consumer engagement). Digiday notes a second installment will feature conversations with Christian Muche, Hyve Group CEO Mark Shashoua and other industry execs.
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