Customer Journey Orchestration is emerging as the new operating model for digital engagement, enabling brands to unify data, media, creativity and technology into continuous, context-aware journeys. By shifting from touchpoint marketing to lifecycle orchestration, organisations can deliver hyperpersonalised experiences that adapt in real time to consumer intent. As Agentic AI capabilities mature, journey management is becoming more autonomous and outcome-driven, demanding stronger data foundations, interoperable stacks and responsible governance.