Companies that use AI agents to plan, buy or sell media give them a task and assume they understand the business. They do not. An agent knows what the internet knows, and the internet's picture of media is not the picture of any one agency, brand or seller. This talk asks how a company controls what its agents know, and how it gives them the institutional knowledge that a junior planner takes years to absorb.

The demonstration gives one AI agent the same planning task twice. Each time the agent works from a different, deliberately light knowledge architecture belonging to a fictional planning agency. The room sees how far the plan moves when only the knowledge changes. The talk also explains in plain English how an agent reaches a company's knowledge, and what goes wrong when it cannot.

Jon Block is Founder and CEO of Syllepsis, an AI consultancy that helps organisations structure their institutional knowledge so that AI can use it. He has worked in technology for 27 years, including at ITV and JCDecaux.