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Did you know marketing firms are using 3-5 AI Agents, according to Gartner? While almost 80% of firms have adopted GenAI in at least one business function, it is just the starting point. I believe that if firms want to see significant benefits from AI, they must embrace agentic approaches and the benefits their systems achieve.
What is agentic, and why is it the next wave in AI? Agentic is:
🤖 Agentic:
A system that can address complex goals, plan, make decisions and adjustments, and execute multistep processes – all without human intervention.
✨ Generative AI:
It relies on a human defining the input and output, and the AI handles the creation. Think of this as the point product conducting a specific task, such as sentiment analysis, creating a video, or summarizing a 50-page study.
🔄 Agentic AI and AI Agents:
According to IBM, Agentic AI is a framework in which AI Agents are the autonomous building blocks assigned specific tasks and processes.
Many forward-leaning CMOs may see cost-cutting, speed to market, increased opportunities for personalization, and campaign reporting as key benefits. However, an automation-only strategy will cause the team to miss out on the benefits of human engagement, such as:
🎯 Context:
Wearing the “customer brand badge” becomes crucial for asking questions to understand the nuances of a customer’s decision-making process. Why this decision versus another decision? Because customers continue to surprise us, and they’re not always predictable.
❤️ Empathy:
Understanding the customer and their needs at every stage of the customer journey is crucial to ensuring the customer feels seen and heard.
🧠 Strategic Thinking:
In evaluating your strategy, you’re also layering the customer relationship, emotions, past experiences, and the current environment. All of these factors contribute to the connections and assessments when building a strategy.
💡 Innovation:
Often, it’s about a gut feeling, listening to a frustrated customer, or challenging an existing experience or process that leads to the development of a new solution or service.
As businesses continue to embed Agentic AI, AI Agents, and GenAI, firms must continue to embrace humans as part of the process, where they’re focused on more strategic activities. This includes human explainability of processes to prevent AI systems that lack empathy from breaking customer trust.
When customers are understood, they buy. When customers are dismissed, they don’t buy.
Want to leverage Agentic AI in your business? Schedule a Discovery Session
