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AI agent

Definition

An AI agent is a system that pursues a goal across multiple steps using tools — reading data, calling APIs, updating records — rather than producing a single response to a single prompt.

In marketing operations the practical applications are narrow and well-bounded: qualifying inbound enquiries, assembling weekly reports, triaging an inbox, updating CRM records after a call. Agents perform well where the task is repetitive and the success criteria are explicit.

They perform badly where judgement, negotiation or brand risk is involved. The reliable pattern is an agent handling the mechanical portion and escalating anything ambiguous to a human, with every action logged.

More in AI

Agentic workflow

A process where an AI system is given a goal rather than a script, and chooses its own sequence of tool calls to reach it. Distinguished from automation by being non-deterministic: the same input can produce a different route each run.

AI automation ROI

The payback calculation for an automation: hours recovered multiplied by fully loaded hourly cost, against build plus running cost. Frequency dominates the result — the same build against a process running twice a month rarely pays back at all.

AI observability

Logging and monitoring for AI systems: what went in, what came out, which tools were called, what it cost, and how often a human overrode it. Without it, a misbehaving automation is undiagnosable.

AI readiness

Whether a business has the process documentation, data quality and decision ownership for AI to add value. Readiness is mostly organisational: the constraint is almost never model capability.

Automation debt

The accumulated cost of automations nobody owns: undocumented flows, forgotten triggers, and scripts that break silently when an upstream field is renamed. The AI-era version of technical debt.

Brand voice model

A brand voice model is a language model customised on a company's own copy, offers and guidelines so its output matches that brand's register, vocabulary and positioning without heavy editing.

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