If the past few years were a time of "Wow, that's fascinating!", going forward, a ruthless weeding process will begin where investment can only be secured by answering the question "So, how much do you make?" with a clear ROI. In particular, with the emergence of 'AI agents' that directly execute budgets, the ability to manage AI will become an essential qualification for planners and marketers, and the birth of one-person unicorn companies will become a reality.