Agentic AI

Agentic AI is not a product or a model name — it is the paradigm in which AI moves beyond answering and actually acts on the world. Once a system reaches outside its own context window and changes something, it usually starts being called 'agentic'.

For marketers the consequence is that part of the shopping or booking flow now happens without a human click. Once that becomes the norm, your data assets matter as much as your ads — if the agent cannot parse your catalog, no campaign will save you.

Honest caveat: 'agentic' is a marketing-flavoured word. There is no clean academic definition, and different vendors slice it slightly differently. A working definition is 'an LLM-based system that uses tools and runs multi-step tasks'.