Mythbuster: Here’s what ‘agentic’ AI actually means for advertisers, agencies and publishers
By Sam Bradley
Forget chatbots and prompt engineering — “agentic” is the latest AI buzzword to captivate and confuse marketers and media execs.
In recent months, tech firms like OpenAI have emphasized AI agents and “agentic” applications of the technology in their mission to popularize generative AI adoption. The latest development comes courtesy of Adobe, which unveiled several AI agent tools last week at its Summit conference in Las Vegas, including a “foundation” agentic platform and 10 off-the-shelf AI agents.
Though the tech is clearly still in a larval stage, there’s real implications for brands, agencies and publishers relating to it. But in order to see through chatbots masquerading as something more, it’s important to understand the differences between agentic systems, AI agents and the various use cases already being applied at agencies, brands and publishers.
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Source:: Digiday
