AI and automation
AI agent
Software that uses an AI model to pursue a goal over several steps, choosing actions and using tools along the way.
What it is
Unlike a chatbot that answers one prompt, an agent plans, acts, checks the result and continues. In advertising, agents can research, draft, build and report.
Why it matters
For lead generation and e-commerceAgents can take on volume work that used to need many hours, which changes how fast an advertising team can move.
In practice
An agent is given a goal, tools and limits; people review its output and approve the actions that matter.
A common mistake
Letting an agent act on budgets or launches without approval and limits.
All terms