Hope Frank, Chief Marketing & AI Officer, Gathid
CMO, Meet Your New Workforce: Governing Human And Non-Human Identity
The most transformative change in marketing isn’t a new channel or a shiny tool; it’s a new workforce. Agentic AI—bots, services and automations that can plan, decide and execute—now works alongside people across content, media, commerce and customer operations. Gartner predicts that by the end of 2026, 40% of enterprise apps will feature task-specific AI agents.
This shift creates extraordinary opportunity, and it also imposes responsibility: CMOs must govern identity and access with the identical rigor we apply to brand voice and financial approvals.
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