APPLY, an agentic customer experience partner backed by Interlock Equity, has appointed Jacquelyn Baker as global general manager of its consumer practice covering CPG and retail. Baker brings over 20 years of experience in commerce marketing, retail media and omnichannel strategy. Most recently founder of her own consultancy, Baker previously served as global CEO of Omnicom Commerce, leading a team of over 700 people. She has also held leadership roles at VML, Rockfish Digital and other agencies, working with major consumer brands. The appointment follows APPLY's recent announcement of its agentic customer experience model, which uses AI systems to deliver adaptive, continuously evolving customer experiences. Baker will guide consumer brands through transitioning from traditional digital transformation to agentic-powered experiences across retail and CPG sectors.

Apply launches ACx agency model to help brands navigate the agentic AI era. Apply's digital consulting business, Apply, has launched its ACx offering, which is an innovative approach that has been specially created for what Apply terms as the "agentic era." This refers to the current time when AI applications are not simply becoming helpers but rather agents that can take decisions and perform workflows by adapting the customer experience at any point in real time. As per the information provided, ACx is designed to enable brands to move beyond traditional digital experiences to those which have the capability to learn from changing customer behavior. As mentioned by Apply, the model would assist in various consulting, transformation, and experience design initiatives in retail, sports, entertainment, enterprise, and consumer domains. The firm explains that ACx is an approach whereby organizations can be enabled to develop "continuously adaptive customer experiences" through the use of AI agents as opposed to depending on marketing campaigns only. The approach is not focused on treating the customer's interaction as a single event but seeks to design a system that can adapt and optimize itself. The release comes at a time when there are many changes taking place in the advertising and marketing industry. In the past ten years, companies have spent significant resources on technologies such as automation, customer data platforms, personalized engines, and predictive analysis. But now, the introduction of agentic AI means that Martech360 will have an entirely new layer of operations. Agentic AI is being characterized by industry experts not only by their ability to respond to prompts but also by the capability to achieve set objectives autonomously using reason, planning, tool utilization, and action. Such AI applications incorporate memory, decision-making, and workflow management functions, enabling them to function independently from other AI assistants. In terms of advertising and marketing, the launch of ACx by Apply shows the increasing relevance of the development of an organization that is built for an ecosystem where artificial intelligence will play the role of connecting with customers. Traditionally, digital marketing has been about winning customer attention, which has involved media buying, content creation, and channel optimization. With the advent of the agentic age, this might change. Such a change would radically alter the way agencies function. Traditionally, agencies have focused on the creation of campaigns, creative processes, media strategies, and customer acquisition efforts. As automation starts to handle many operations-related functions, it is likely that agencies will transform into masters of intelligent customer systems that can constantly adapt to changing user attitudes and behaviors. The ACx paradigm represents this shift through the creation of customer experience not as a static design process but as an ever-evolving, AI-driven infrastructure layer. Companies today have begun looking for solutions that can help them personalize the experience, engage customers, and provide contextually relevant interactions at all stages of their journey. Marketers need to be aware that the future of customer engagement will likely become much more autonomous and predictive. In fact, AI-powered agents might eventually handle all these processes in an automated manner without any human involvement at all. There are significant ramifications of this for companies that function within the realms of advertising, martech, and customer experience. Such firms will find themselves needing to reassess their technology platforms and business processes in light of having to support AI-native interaction paradigms. Organizations that have been set up in the context of fragmented marketing technologies will find themselves at a disadvantage. The new launch also underscores the increasing convergence between consulting organizations, creative agencies, and AI platform providers. The distinctions between strategic planning, technological implementation, and action planning are rapidly diminishing with the widespread adoption of AI in nearly every facet of digital engagement. Creatives who are able to combine their creative talents with AI orchestration will be at an advantage going forward. There is another equally critical consequence to the changing nature of how human creativity interacts with marketing businesses. Although agency-based AI could help in optimizing workflows and executing tasks, humans may still be key in defining the vision for a brand, telling stories, ethics, governance, and empathy with customers. In other words, there might be more cases of hybrid operations in the marketing industry whereby humans set goals and AI executes them. The emergence of agentic AI will also likely speed up the need for governance structures and measures. Academicians and executives alike have raised concerns that highly autonomous AI systems necessitate proper mechanisms for control, observability, and even human interventions. For companies that embrace customer experience technologies that are based on agentic principles, governance can become equally crucial as innovation. There needs to be a boundary around the use of artificial intelligence for decisions, customer data, personalization, and automation. The announcement also reflects the way in which customer experience is becoming more of a competitive advantage for organizations. Consumers have started expecting business organizations to offer an interaction experience that is personalized, adaptive, and contextually aware. The concept of agentic AI can be used by firms to fulfill consumer demands. At the same time, the rapid rise of agentic systems may create pressure across the broader martech landscape. Software vendors are increasingly racing to incorporate AI agents, autonomous workflows, and intelligent orchestration into their platforms. Businesses may soon evaluate marketing technology not just by analytics or automation capabilities, but by how effectively systems can operate independently and create measurable business outcomes. Ultimately, Apply's introduction of ACx represents more than a new consulting framework. It reflects a larger transition taking place across the advertising and marketing industry as AI evolves from a productivity tool into an operational intelligence layer capable of shaping customer engagement autonomously. As businesses prepare for this agentic future, organizations that successfully combine human creativity with adaptive AI systems may define the next generation of digital customer experience.