"AI agents are being deployed in the millions by marketers. Consumers are going to get their own agents, too. Marketing and AI are getting married, and it's a shotgun wedding. Marketing technology firms and the big AI platforms are furiously launching new capabilities that they say will help brands know us, feel our pain, understand our frustrations, intuit our desires and always send the right message at the right time to give us exactly what we want."
"But is that true? Or will consumers feel outgunned and manipulated by brands with seemingly god-like powers of knowing too much? At its Forge conference in Las Vegas last week, customer engagement platform Braze unveiled a sweeping set of AI and platform innovations designed to transform how brands interact with their customers. The centerpiece: AI agents: autonomous systems that can analyze terabytes of data, optimize campaigns, and craft content on behalf of marketers."
AI agents are being deployed at massive scale across marketing. Marketers and major AI platforms are launching agentic capabilities that analyze vast datasets, optimize campaigns, and generate personalized content autonomously. Leading vendors including OpenAI, Anthropic, Eleven Labs, Salesforce, HubSpot, Adobe, and Braze are releasing agent builders and SDKs. Braze positions AI agents to perform tasks such as winback, cart-abandonment recovery, and next-purchase prediction. Agent use in customer service has surged, sometimes by orders of magnitude. Consumers may receive highly tailored outreach, raising concerns that brands could wield disproportionate influence or create feelings of being outgunned or manipulated.
Read at Forbes
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