Although the buzz words being thrown about at the intersection of AI development and marketing seem to change at least monthly, this moment’s word seems to be agent. And then all its grammatical derivations and combinations. All the way to agentic marketing.
The Agentic Agency is already here. Have a look at agentiiv, the future of work.

agentiiv

agentic marketing personas

source: agentiiv.com

The concept as stated is ‘fully-hybrid human Al consultancy’. The Agent List (formerly something like Our People) is impressive. Maple, the first listed, is specifically called ‘AI Assistant’. The rest of agentiiv’s vast pool of experts are not labelled as AI Assistants, but they might be the most attractive, diverse and confident collection of humans ever brought together for the purpose of marketing and business consulting. Except that they aren’t the human collaborators, they’re AI-generated personas.

That means Ada (fourth in the grid, right) is the synthetic persona responsible for synthetic persona focus group research.

Agentiiv’s founder, Karla Congson is a real person. She gets credited for the two introductory blog posts, but no profile info is provided [1]. One begins to question the ‘fully hybrid’ part of her business model. Throughout the history of marketing, collaboration has been the key to success. That’s not likely to change even when the method of collaboration evolves.

What agentiiv Doesn’t Do, Yet

Pure breakthrough brand-building creative—defined here as starting with a blank piece of paper/screen and a sound brand positioning and coming up with an idea no one has had before—is the last thing that AI will be good at. To agentiiv’s credit, this service is not offered, unless we’re misunderstanding agentic marketing terminology.

Gen AI can already do average creative, especially in the performance marketing context where there needs to be some sort of promotional offer. I use the term ‘average’ because, by definition, that’s how Gen AI works.

In our opinion, the problem is that too many marketers are interested in average creative. Especially in digital marketing. With agentiiv, those marketers can get an agentic marketing department of 12 experts for $300 per month, plus HST. And none of those pesky HR-related expenses like MERCs, covering for illness/parental leave or having team-building social events.

Final Thoughts

    1. Agentiiv is the future of (marketing) work. Business results through the agency (in its old-school meaning) of agentic marketing will determine when it’s a mainstream reality.
    2. In the present, human collaboration is critical for agentic marketing success. It may become the single most important human marketing skill. Don’t hide your invaluable collaborating humans.
    3. Before you decide if agentiiv could actually be the future of (marketing) work, watch agentiiv’s Avii Touring (yes, we get it) below. Note the little human-like facial quirks. Or are they déjà vu glitches in the simulation?

Notes and references:
    1. Ms Congson’s LinkedIn profile is impressive.
    2. Composite image from visual elements of the 1999 feature film The Matrix. Copyright owned by Warner Bros. Entertainment and Village Roadshow Pictures.