What does it mean to be agentic by design, engineered by imagination? That's the question orienting everything at BCG House this week. The most powerful marketing systems today aren't choosing between intelligence and inspiration. They're built on both: intentional architecture elevated by human creativity. When those two forces work together, brands gain something rare, the ability to act with real autonomy, adapt with real insight, and produce work that feels genuinely human. Our 2026 CMO Survey signals a decisive shift: CMOs are winning the mandate to lead AI across the entire marketing function. The space to build has never been wider. The question is whether you use it experimentally, or structurally. #BCGinCannes #CMO