By Laia Cardona, on 9 April 2025
Agentic artificial intelligence (AI) is a type of AI with greater autonomy and a more proactive approach. This means that it can make its own decisions and take specific actions to achieve the goals it was designed for.
Unlike traditional AI, which responds to specific instructions based on its training data, agentic AI takes actions on its own. Another key feature of agentic AI is its ability to use external tools, such as software applications or search engines, to complete tasks.
In this article, we’ll take a closer look at this technology so you can see what it’s capable of and how it can be applied to marketing. We’ll also discuss its benefits and real-world use cases in advertising, and provide practical examples to help you understand it better.
Benefits of Agentic AI
Agentic AI represents a major step forward in artificial intelligence. Also referred to as AI agents or intelligent AI agents, this technology can automate more tasks and improve workflow efficiency.
For example, while employees are off the clock, agentic AI can monitor company resources, analyze large volumes of data, and—most importantly—decide what actions to take next.
Although this technology is still in its early stages, experts expect it to advance significantly in the near future. Just as generative AI chatbots have changed the way people work, live, and interact, agentic AI is expected to reshape human decision-making and daily operations.
Some key advantages of agentic AI compared to earlier versions of AI include:
It operates independently without needing constant human input.
It adapts and learns continuously, adjusting strategies in real-time without requiring retraining.
It can handle more complex tasks with greater accuracy.
Applications of Agentic AI in Digital Marketing
The term "agentic" was coined by John Roese, Global Chief Technology Officer at Dell Technologies, to describe an advanced form of AI expected to play a major role in the workplace. Many believe it will become one of the most widely used technologies around the world, helping businesses simplify processes and increase productivity.
Most service providers are expected to integrate this type of AI into their tools, allowing AI to handle a significant portion of workplace decision-making.
In digital marketing, agentic AI has many applications, such as:
Improving customer support through AI-driven assistance.
Generating highly personalized content.
Analyzing trends and market data.
Automatically optimizing advertising campaigns.
Improving internal team collaboration.
Optimizing search and booking systems.
Agentic AI Tools
Deep Research by ChatGPT
Deep Research is a new agentic AI model developed by OpenAI that can conduct independent research. It’s designed for professionals who need to analyze complex data and generate precise reports.
This AI can gather, analyze, and summarize information from multiple online sources, producing detailed reports with accurate data. Tasks that would take a human days to complete can be done in minutes or hours.
In digital marketing, Deep Research can analyze trends, track competitors, and refine audience segmentation by identifying consumer behavior patterns.
You might be wondering: How is this different from ChatGPT’s regular search feature?
The key difference is that while ChatGPT’s search tool provides quick and direct answers, Deep Research performs deep analysis and generates comprehensive reports independently.
Gemma by Google
Gemma is Google's entry into agentic AI. This system can perform actions on behalf of users like automating tasks in complex workflows. It also learns from interactions and gradually adjusts to individual user preferences.
It acts as an AI assistant for businesses, managing emails, scheduling meetings, handling customer support, and analyzing real-time data. It can even improve operations in ecommerce.
Gemma is an open AI model family, meaning developers can freely use it to build smarter, more adaptive apps. Since it consists of different model variants, it can be customized for specific purposes.
