In 2024, agent AI was still in its infancy, with companies like Salesforce testing pilot programs for specific functions. But by 2025, this technology will have made significant strides and be able to coordinate multiple activities simultaneously. Google's latest Gemini-powered agent AI, for instance, can autonomously browse the web, mimicking human interaction by controlling Chrome to move the cursor, click buttons, and complete forms.
According to Jason Snyder, chief technology officer at Momentum Worldwide, AI will not only respond to isolated events but will be able to adapt to ongoing changes, such as shifts in consumer behavior or weather patterns, across various industries. For example, AI systems could streamline fleet management or coordinate events dynamically, optimizing processes in real-time based on a wide range of inputs like consumer data or promotional events.
Ultimately, this shift will be game-changing for brands, Snyder added, as AI will help them stay within budget while meeting targets based on historical data.
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