More than two years ago, when ChatGPTs had just entered the market and people were experimenting with large language models (LLMs), exploring and questioning Generative AI tools, I wrote about the possible use cases and impact of Generative AI on marketing. 

My prediction was not just about the rise of AI, but also about how it would liberate marketers from mundane, day-to-day tasks. This liberation would allow them to focus on their core responsibilities and strategic business decisions, while letting AI do the routine tasks. It’s a future that promises a more fulfilling and strategic role for marketers. 

But we’ve come a long way in a very short span. The runaway growth of technological advancement is truly inspiring. While I was still learning to write accurate and effective prompts on ChatGPT, advances in AI caught up with me so fast that now every decision I make on a regular day is influenced by a machine-run algorithm that reasons with me before producing my results.

The evolution of AI is so fascinating that I wonder if there will come a time when I might get into a playful argument with my machine, arguing with it because it’s argumentative, or nod in silent agreement with its superior reasoning capabilities.

One significant development is the rise of Agentic AI, a type of AI that can take action on your behalf without human intervention, sparking interest across various organisations. These fully autonomous AI agents, besides doing the heavy lifting of data analysis and performance analysis optimisation, can take action on your behalf, independently.

These automated optimisation capabilities have caught media buyers off guard because the insane number of hours spent on manually downloading, analysing, and optimising campaigns can now be done in minutes with AI tools, and more efficiently. The efficiency and time-saving benefits of AI in marketing are not just a possibility; they’re a reality that’s already here. 

Also Read: Agentic AI: The next frontier in technology

Although large tech platforms are now equipped with their inbuilt AI tools, they are still not considered true ‘agentic’ as they require some level of human guidance and assistance.  While third-party ad-tech platforms that leverage AI to optimise cross-channel campaigns are proliferating, their full agentic capability—specifically, whether they can truly self-steer—remains to be seen. 

Meta, a leading tech company, has already integrated its Agentic AI capabilities on its platform. Meta’s flagship “agent”, Advantage+ in Ads Manager, allows advertisers to generate copy and creative suggestions in real-time, assemble multiple ad variations into testable sets, and continuously re-optimise creative elements as performance data is received. Remember how it took manual hours to get each of these optimisation levers to work? 

Google’s Gemini-powered Conversational Campaign Builder is a tool that allows advertisers to build a campaign through a chat-based experience. This feature enables advertisers to create campaigns conversationally, making the process more intuitive and efficient.

From your website or a simple text prompt, Google AI will suggest or generate headlines, descriptions, images, and even video thumbnails to fill out your asset groups. All you need to start is your website URL, and Google AI will help you create optimised Search campaigns by generating relevant ad content, including creatives and keywords.

Performance Max now includes built‑in generative AI to help you create and expand assets. You add your unique expertise, such as budget, business goals, and conversions that you want to measure. Google AI will then find potential customers for your goals and serve the most appropriate ad, with the optimal bid, to maximise campaign performance.

TikTok’s Smart Performance Campaign (SPC) can help marketers exploit trends faster than humans. SPC acts like an AI media buyer by self-optimising bids and budgets. The built-in AI tool automatically uploads images, text, creates multiple ad groups, and sets up scheduling and tracking for the advertisers.  The system will develop numerous creatives and bid on each auction to find the ideal combination to help you reach your business goals. 

Also Read: How Agentic AI will create telecom’s first truly autonomous workforce by 2030

While the complete deployment of multi-agent AI inside Ads Manager may not be immediate, these platforms are already showcasing the power of advanced agent-like principles for campaign optimisations. The potential of AI to optimise campaigns by seamlessly integrating cross channel platforms to build a personalised customer journey with minimal human involvement is not just a possibility; it’s a reality that’s already knocking on the door. 

Curious to see what’s happening outside the walled gardens of big tech companies, I delved into other ad tech platforms and their offerings. Here is a list of 5 companies to get started with that caught my attention in their Agentic AI Marketing capabilities:  

Albert.ai

Albert AI is a fully autonomous marketing platform that manages and optimises ad campaigns across social media (Facebook, Instagram, TikTok), search engines (Google, Bing), and Programmatic.

By analysing audience and performance data at scale, intelligently allocating budgets, and continuously testing creatives, it dynamically refines every campaign to maximise its return on investment (ROI).  Best for large brands or agencies that want to replace media buyers (from strategy to execution) completely.

Salesforce agentforce

Agentforce lets you spin up autonomous marketing or service “agents”—whether that’s generating campaign assets, executing multi‑step nurture flows, or handling customer interactions under your guardrails. Helps marketers by analysing, developing, personalising and continually optimising campaigns based on defined business goals and KPIs.

Also Read: Fixing fashion’s inventory crisis: How Nūl uses agentic AI to stop overproduction

It can help autonomously create a cross-departmental journey, based on the campaign brief, to create a dynamic experience for prospects based on how they interact with the campaign. Additionally, it can optimise paths for prospects based on their interactions with different product pages.

Adobe experience platform agent orchestrator

Adobe’s agentic CX partner integrates with Experience Cloud to autonomously generate content, orchestrate real-time journey decisions, and optimise campaigns at scale—essentially embedding AI agents into every stage of the customer lifecycle.

Persado motivation AI

Motivation AI,  a self-service GenAI solution that accelerates marketing content outputs, boosts outcomes, and increases compliance throughout customer journeys. Persado’s platform autonomously drafts, tests, and rolls out hyper‑personalised marketing messages across email, web, mobile, and social, ensuring on‑brand copy that has been proven to outperform human‑written alternatives.

Adext AI

Adext AI is an autonomous AI-powered advertising platform that optimises digital ad campaigns in real-time across multiple channels, including Google Ads, Meta, LinkedIn, etc. It uses Machine Learning to manage bids, budgets, audiences, and creatives automatically. It dynamically shifts budgets between platforms based on performance and campaign goals. Better for smaller teams that want to optimise autonomously.

True Agentic AI will eliminate the need for media buyers and planners. It will reduce the regular, run-of-the-mill job of a marketer to a fraction, providing much-needed headspace for creative thinking and strategy building. How this transformational change will shift the industry is yet to be witnessed, but for now, the future looks not just automated, but humanised—where technology amplifies our potential. 

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