From my article in Economic Times:
Marketing is changing. Brands waste billions chasing customers they already have. The future is Agentic Marketing. Intelligent agents will decide the best action for each customer. This means fewer, better interactions. It will reduce waste and improve customer loyalty. This shift will guide commerce and focus on customer retention. It is a permanent change for marketing leaders.
…Think of agentic marketing like a smart team working quietly behind the scenes. Each agent has a clear role one creates content, another ensures it stays on brand, others optimize media, analyze insights, build smarter segments, and personalize every interaction. Instead of just reporting the past, these agents learn from customer behavior and suggest what to do next. At the center is an orchestrator that coordinates everything, activating the right agent at the right moment. Working together, they adapt in real time to deliver relevant, timely, and meaningful experiences at scale with far less manual effort and guesswork.
…Agentic commerce introduces guidance. Intelligent agents help customers discover, evaluate, and decide much like a knowledgeable salesperson in a physical store. They reduce friction, simplify choice, and respect intent. As these agents become the primary interface between brands and buyers, competition will shift. The question will no longer be who has the biggest catalogue or the loudest promotions, but whose system understands the customer best. Trust becomes the differentiator.
