*This article was co-authored by Andrew Bernstein, summer associate at Lowenstein Sandler LLP.
Generative AI has transformed the digital marketing industry, including the ways advertisers connect with their consumers. Now, a new and more sophisticated way of using AI is becoming available: AI agents. An AI agent (or, agentic AI) is an AI system capable of performing downstream actions and making decisions associated with such actions autonomously. While a generative AI chatbot can respond to a human user’s prompt with words or images, an AI agent’s capabilities are far greater, allowing the AI system to interact with other systems (AI-based or otherwise) to achieve its requested goals without further human involvement.
Agentic AI’s potential for making autonomous decisions creates new levels of complexity – operational, technical, and legal. Notwithstanding, the rise of agentic AI has the capacity to change myriad industries, including digital marketing. Studies have estimated that by 2028, sixty-eight percent of customer service and support interactions with vendors will be handled by agentic AI, and by 2028, one-fifth of marketing roles will be held by AI agents. Consumers will also rely on agentic AI to make purchasing decisions, and digital marketers will need to adapt their marketing strategies to better communicate with AI agents acting as the decision makers.
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