Agentic organizations: AI changes work, consumption, and brands

▤ Summary

This article examines how AI is evolving from a support tool into a strategic business lever. It highlights a research study by Hotwire, ROI·DNA, and House of Beautiful Business based on 900 professionals across the US, Europe, and Singapore. The study focuses on the rise of 'agentic organizations,' where AI actively influences work, roles, consumer behavior, brand management, and decision-making. The piece frames AI as a broader business transformation rather than a single product or company event.

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