How agencies, publishers and platforms are actually using AI agents
AI agents are the current focal point for agencies, marketers and publishers hoping to deploy the potential of generative AI to practical effect.
Examples range from Coca-Cola’s Fizzion project, an agent embedded into the Adobe Creative Cloud, which enforces the brand’s visual style guidelines across its global creative output, to tabloid The Sun’s planned programmatic media agent.
Additionally, a Gartner survey of 400 martech execs published this week found 81% were engaged in a pilot or rollout of an AI agent at their company. Use cases differ across business verticals, but the underlying ambition is the same: eliminate grunt work and create economies of scale.
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