An excerpt from the interview:
Marketers were already using generative AI to generate content and communications faster, better and cheaper. But the way Jain envisions agentic is in helping marketers solve impossible problems, such as reactivating dormant customer bases, reducing customer acquisition costs, or achieving true hyper-personalisation beyond basic demographic segments.
“What these single-agent and multi-agent systems will do is solve the most important problem, which is how do I get N-equals-to-1 personalisation,” he said.
The marketing problem is effectively very simple—how do I get the right message to the right person at the right time, Jain said. However, because segmentation has been huge, coarse, not enough data or lacked the ability to process all the data, consumers are often inundated with irrelevant offers.
With agentic, this process is streamlined, Jain says. Brands can now create up to 500 segments and push out tailored, contextual content in minutes.
