From Generative to Agentic AI

This session will explore how agentic AI tools – systems that don’t just generate content but also act, decide, and transact – will create a new wave of legal and regulatory challenges for brands and leaders in comms and marketing. While generative AI risks have been largely analyzed under existing regulations around IP, substantiation, privacy, and disclosures, agentic AI raises new questions:

• Can an AI agent bind consumers to contracts or accidental purchases?
• What happens when an AI tool, acting autonomously and without human input, generates misleading claims, favors paid partners without disclosure, or engages in potentially discriminatory practices?

The webinar will begin with a refresher on generative AI, then introduce core use cases for agentic AI (e.g., campaign optimization, hyper-personalization, start-to-end transactions). We’ll compare how existing frameworks apply, and where they fall short, before working through a number of hypothetical examples. The session will conclude with a compliance checklist and key takeaways for aligning legal, marketing, and product teams to mitigate risk while embracing innovation.