In conversations with VaynerMedia director Mehul Suri

VaynerMedia sits on the agency side of this shift, advising brands on where attention actually is rather than where media plans assume it is.

That makes the agency perspective the useful one to pressure-test against: agencies have to reconcile a new channel with everything already running, and answer for it. Conversational advertising has to earn its line in the plan on reach, intent quality and measurable return, not on novelty.