How Agentic AI Is Changing The Face Of Marketing
IDC, Friday, March 21st, 2025
Just when businesses in Asia/Pacific thought they were getting to grips with artificial intelligence-led disruptions in their industries, here comes something new called Agentic AI and its ability to turn generative AI (GenAI) functionality and capabilities into actionable services.
In practical terms, Agentic AI is more than just advanced chatbots, this is the next step in the evolution of AI, allowing AI agents to act with increased autonomy.
A simplistic retail example would be, where previously the AI will recommend restaurants based on a user's preferences, now it can book the restaurant and offer alternatives that match its users' health and dietary needs (vegan, gluten-free, high protein, etc). From a marketing perspective, this progression in AI utilization has a drastic impact on how businesses promote their goods and services to potential customers. Previously, marketers would target their campaigns directly towards the customers but now the shortlisting and decisions are made by the AI. How does the AI choose the 'right' product/service? What changes do marketing teams need to make to incorporate Agentic AI?