Agentic AI

Agentic AI is artificial intelligence that can independently carry out an entire task or workflow from start to finish, rather than simply responding to a single prompt. It plans, makes decisions, and takes action with minimal human intervention. Think of software that doesn't just provide one answer, but keeps working until the assigned goal has been achieved.

How is it different from a chatbot?
A chatbot answers a question and then stops. Agentic AI, by contrast, remains active until the objective has been completed. It repeats steps when necessary, adapts its approach as new information becomes available, and carries out follow-up actions on its own, without requiring a person to approve every step.

Applications in marketing and media monitoring
Imagine an AI agent that takes over the entire media monitoring process. It detects brand mentions, assesses whether a response is needed, drafts a reply, and prepares it for publication. Another example is an AI that continuously allocates and optimizes advertising budgets across Google Ads and social media platforms based on real-time campaign performance. Similar AI agents are increasingly being used in customer service and content planning, where they manage entire workflows from detection to execution.

Example
Imagine a brand facing a wave of negative media coverage following a product recall. A traditional AI tool would identify the relevant articles and stop there. An agentic AI system goes much further: it evaluates the tone and potential impact of each mention, drafts an appropriate response based on predefined guidelines, schedules it for publication, and automatically escalates the issue to a human whenever the situation falls outside the established parameters.

For marketers, this represents a fundamental shift: from AI as a tool that assists with individual tasks to AI that autonomously executes and optimizes entire marketing workflows. According to a Gartner market forecast published in January 2026, by 2028, 60% of brands are expected to use agentic AI for personalized one-to-one interactions, up from virtually none in 2024. As with any forecast, this is a projection rather than a certainty, but it illustrates how rapidly the technology is gaining momentum.