Agentic AI refers to artificial intelligence systems designed to operate autonomously, setting and pursuing goals by breaking them down into tasks, executing them, and adapting based on the results.
In advertising and creative research, agentic AI automates complex workflows that traditionally require significant human expertise and time. For example, an advertiser could give an agent the goal of 'maximize return on ad spend for the new product launch.' The agent could then autonomously conduct market research, identify target audiences, generate ad copy and creative variations, allocate budgets across platforms like Google and Meta, and continuously optimize the campaigns based on performance data. For creative research, an agent could be tasked with 'identifying the top three emerging creative trends in the CPG industry.' It could then browse ad libraries, analyze performance metrics of top ads, synthesize its findings into a report with visual examples, and present it to the marketing team. This automates the discovery and analysis process, allowing teams to make faster, more data-informed creative decisions.
