Meta will cut 600 roles from its Superintelligence Labs (MSL) division as it tries to move faster in the AI race. The layoffs are concentrated on its Fundamental AI Research (FAIR) unit, per Axios. Hiring will continue for Meta’s newly formed TBD Lab group, which has been poaching AI-skilled employees from OpenAI and Apple with splashy and costly buyouts. The rush to commercialize AI raises the need to invest in responsible research. Sustainable AI performance could depend as much on guardrails as it does on growth: CMOs should invest in AI tools that deliver measurable impact today while prioritizing vendors that vet tools, establish guardrails, and demonstrate accountability to protect both brand equity and consumer trust.

Salesforce’s launch of Agentforce 360 is a sign that agentic AI is moving into the marketing stack, signaling that automation is becoming a core capability rather than a future experiment. Agentforce can help CMOs decide how far to push agentic AI across their marketing stack. To move from experimentation to deployment, CMOs should start with focused pilots in high-volume touchpoints like chat or email with clear success metrics, such as resolution time or customer satisfaction.