Artificial intelligence is evolving rapidly, with AI agents now emerging as a transformative technology that can autonomously handle tasks ranging from booking reservations to negotiating business deals. Industry giants like Salesforce and OpenAI are pioneering this technology, with other companies like HubPost and Pactum AI following suit. At the recent Advertising Week in New York, experts discussed the potential impact of AI agents on brands and businesses.
What Are AI Agents?
AI agents are not simply advanced chatbots—they’re digital assistants with the potential to function independently, executing tasks without human guidance. According to Parasvil Patel, partner at Radical Ventures, while definitions vary, the ultimate goal of AI agents is autonomy: they’re in a “co-pilot phase” now, assisting with specific tasks, but the vision is for them to take the reins completely within the next 24 months.
The Rise of AI Agents
AI agents began to gain attention in early 2023, when open-source applications like AutoGPT showcased their capabilities. Although many initial versions lacked the scalability needed for real-world use, companies continued to develop these tools, and now larger players are starting to see results.
How Companies Are Using AI Agents
Organisations are finding practical ways to integrate AI agents to improve efficiency and reduce repetitive work. Pactum’s autonomous negotiation agents are used by a major distribution company to manage relationships with over 100,000 suppliers. By customising payment deals based on product movement, these agents helped secure discounts and rebates, transforming negotiation from a static process into a dynamic, continuous function.
Salesforce has also embraced AI agents. Its AgentForce program, trialled with clients like OpenTable and publisher Wiley, delivered a 40% improvement in case resolution. At Salesforce’s Dreamforce event, the Ask Astro AI agent was deployed to assist attendees in planning their schedules and making reservations, showcasing how AI can personalise customer interactions.
Challenges Ahead
The path to fully autonomous AI agents is not without hurdles. William Chen, director of AI and emerging tech at Agora, highlighted data quality as a key challenge, as AI agents must process diverse data types—text, images, and video—effectively. Salesforce’s Chief Marketing Officer, Ariel Kelman, added that customer adoption remains in its early stages, and companies are still exploring how to deploy AI agents for maximum productivity.
Will AI Agents Replace Jobs?
Not directly. While AI agents will streamline certain tasks, they’re designed to free employees from routine work, allowing them to focus on strategic responsibilities. Martin Rand, president of Pactum, explained that rather than replacing human roles, AI agents will allow workers to “configure the autopilot, rather than flying the plane.”
For instance, one of Pactum’s logistics clients previously relied on human negotiators to manage freight and trucking deals. With AI agents now handling these negotiations, the company can shift its business strategy dynamically. In times of surplus, long-term contracts can be prioritised, while in periods of shortage, spot rates can be negotiated for short-term deals.
What’s Next?
Companies are already seeing early success with AI agents, and Salesforce is set to launch a new AI-powered Sales Development Representative (SDR) later this month. This agent will autonomously qualify early-stage sales leads, providing human sales teams with a refined list of prospects who are ready to engage, thereby enhancing the efficiency of the sales process.
The future of AI agents holds promise for both productivity and strategic flexibility, as companies move towards embracing AI-driven automation in business functions. As adoption grows, these intelligent assistants could become the backbone of operational efficiency, allowing teams to focus on innovation and customer experience.
