Those who develop their own AI agent systems secure their competitiveness. Brands should therefore not wait for tech giants to set the tone.

In a world that is changing rapidly through technological innovation, it seems obvious that companies such as Google, Microsoft and Apple will dominate the AI revolution. These tech giants undoubtedly have the potential to shape the future with their advanced AI solutions. However, the true potential of artificial intelligence does not lie with these large corporations alone - it lies with the brands themselves.

Marketing at the limit

The digital transformation presents companies with a multitude of challenges. Decision-makers are currently struggling with rising operating expenses, high salaries and the pressure of digitalization. Speed and efficiency have become an unrelenting competitive advantage. But consumers today not only expect quick responses and real-time delivery, they also want personalized interactions across all touchpoints. These expectations make it more difficult than ever for marketeers to create consistent and personalized experiences across different channels. Especially when it comes to simulating real personal conversations through chatbots or voice assistants, many reach their limits: The results often lack depth, quality and usefulness.

Leveraging ‘agentic workflows’

The solution for brands is to develop their own customized AI systems that meet their needs while strengthening their brand identity. Standardized AI solutions such as ChatGPT or Co-Pilot offer useful functionality, but are often too inflexible and generic to fully meet a brand's individual requirements. The future of AI lies in multi-agent systems that are tailored to the specific needs and challenges of a brand. The agents cooperate, monitor each other and deliver excellent results thanks to their diverse expertise - even for complex tasks. ‘Agentic workflows’ run automatically and yet create deeper, brand-compliant experiences.

Distinctive brand voice instead of generic content

With the growing use of AI to generate content, it is becoming increasingly important for brands to maintain their unique voice and stand out from the competition. Those with a deep understanding of their target audience and their values can ensure that their brand identity is authentically reflected: Tailor-made AI agent systems produce content that is not only automated, but also brand-compliant and legally compliant. This not only creates added value for customers, but also strengthens the bond with the brand, especially when natural language becomes the main interface. Because AI agents that communicate with the brand's voice create more meaningful, useful, intuitive and brand-oriented experiences. Voice-based interfaces are changing the way customers interact with brands. At the same time, they simplify communication and convey brand messages consistently across different channels. In general, the more authentic the communication, the greater the chance of being noticed in the flood of content.

Why brands need to act now

Brands that take the development of AI agent systems into their own hands can ensure that their AI-powered solutions are fully aligned with their business objectives and brand values. This provides a significant competitive advantage as the brand maintains its uniqueness while creating innovative and customized experiences.

The current phase of AI development offers the ideal moment to take action. New models and updates are appearing daily, allowing brands to develop their own specialized systems. Companies that invest in building multi-agent systems now will ensure that their AI agents are fully aligned with their business goals and brand values. Your brand will not only keep up, but be at the forefront of the coming AI revolution - regardless of what the big tech companies develop.

Author: Christian Waitzinger, Chief Experience Officer, Plan.Net Group