Hope Frank, Chief Marketing & AI Officer, Gathid
The Agent Marketplace: How CMOs Procure, Price And Govern AI Work
Very soon, you won’t just deploy AI agents—you’ll buy them. Creative ideation agents, merchandising agents, media optimization agents and customer-care agents: Each is a purchasable “unit of work” that can act across your stack. That shift is bigger than a tooling decision. It’s a commercial and governance model that CMOs must shape now—identity clauses, auditability, rotation APIs, consent handling and performance service-level agreements (SLAs)—so speed doesn’t outpace safety. By 2028, enterprises are expected to spend over $680 billion annually for AI systems. That’s not just tooling—it’s procurement at scale.
And because you wouldn’t run media without brand safety, you won’t run agents without identity safety.
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