On BOSS this week, I interviewed my boss, Tim Barnes, at Amazon Web Services (AWS).

We talked AdTech, Agentic AI, CES, and what actually matters as we head into 2026.

"I think the next sea change in AdTech is going to be an interoperability of AdTech based on agents." - Tim

Tim leads the Advertising & Marketing vertical at AWS, and he has built his career through multiple cycles of this industry, from early CRM and AdTech days to AT&T/Xandr and now AWS.

What stood out most in this conversation wasn’t hype.

"I think everyone knows who's in this industry; this is an industry driven by annual buzzwords." - Tim

It was clarity.

On agentic AI, Tim said what a lot of people are thinking:

This industry loves buzzwords.

Some move the needle. Some don’t.

This one feels different.

Why? Listen to find out as 2026 is shaping up to be a pivotal year.

We also talked CES!

"The relationships we enjoy in this industry are priceless and very easy to obtain at first, but difficult to nurture and maintain long term." Tim

CES is about...

reconnecting with old colleagues.

Understanding real customer business challenges.

C-suite conversations that are unique to CES & Cannes, and how relationships shape what comes next.

That same thinking is what led us to bring industry leaders together at AWS re:Invent for the launch of the AWS AdTech Executive Advisory Forum Roundtable, to build community, deepen relationships, and have candid conversations on shaping the future of AdTech.

Listen all the way through if you’re curious why Tim hired me.

If this episode resonated, like it, share it, and comment below.

And follow me, Ali Levitan, for more BOSS executive interviews, AdTech + AI insights, and the real talk on work and life as Jake and Sophia’s mom.

Happy Holidays, and see you all in Vegas next year!