Marketing's Next Audience Is a Machine

Published on March 27, 2026

At IAB ALM 2026, Sabrina Caluori, Chief CMO at Warner Bros. Discovery, made an observation that most marketing teams have not yet operationalized. Brands now have a second audience to consider: AI agents that filter, recommend, and increasingly make purchasing decisions on behalf of human users. As machine-to-machine interactions grow, optimizing purely…

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