James Cadwallader, co-founder and CEO of Profound, makes the case that we are living through the biggest platform shift in marketing history. The front door of the internet hasn't changed, but the visitor walking through it has. Where consumers once clicked blue links, AI agents now crawl the web on their behalf, synthesizing answers and steering purchase decisions at scale.

James explains why Gemini, ChatGPT, and Claude all recommend brands differently, why mapping AI visibility onto traditional SEO is the wrong instinct, and why the real imperative is to equip a superintelligent agent with original insight it couldn't find anywhere else. He also digs into the dead internet theory – the possibility that human browsing could largely cease within three years – how AI advertising may become the most effective form the world has ever seen, and why agent-led marketing isn't just automation of the old work, but an entirely new capability.