As Agentic AI moves beyond just generating content and starts making decisions on its own, it’s set to change the way advertising and marketing work—big time. From making media planning faster to personalizing creative content in real time, it promises to boost efficiency and precision like never before. But with these advances come new questions around creativity, ethics, and accountability. In this story, we dive into how brands, agencies, and talent can steer this transformation in the right direction—making sure innovation doesn’t come at the cost of responsibility.
Vikram Singh, Digital Marketing Head, ITC Hotels
Agentic AI is poised to redefine marketing by turning automation into intelligent action. From autonomous media planning to real-time creative personalization, it unlocks unprecedented speed, scale, and precision. Imagine a campaign that not only adapts to each consumer in the moment but also learns and evolves continuously—without waiting for human intervention. This isn’t the end of creativity; it’s a new canvas. Brands and agencies must now shift from micro-managing execution to curating vision, values, and guardrails. Talent will play a vital role in shaping AI’s intent, ensuring it reflects human insight, empathy, and ethics. The future isn’t man versus machine—it’s a powerful collaboration that can elevate marketing to new heights.
Vidushi Goyal, CMO, Swissbeauty
Agentic AI represents the next frontier for marketing and advertising, going beyond content creation to autonomously optimise media planning, creative personalisation, and campaign execution. Its ability to act in real-time with minimal human input holds immense potential to make marketing more efficient and precise. However, at Swiss Beauty, we believe that the true power of Agentic AI lies in how responsibly it is guided. Brands must set clear ethical boundaries, agencies need to reimagine strategies that balance automation with human oversight, and talent should focus on infusing creativity, cultural relevance, and emotional depth into campaigns. For us, Agentic AI is not a replacement for human imagination, but a force multiplier: freeing teams from repetitive tasks so they can focus on storytelling that connects authentically with consumers.
Ramya Ramachandran , Founder, CEO, Whoppl.
Agentic AI is pushing us into a new era, where media planning, optimization, and even creative personalization can run almost autonomously. For me, the opportunity is in how brands and agencies choose to harness it. The role of talent shifts from execution to imagination, curating ideas, ethics, and cultural relevance so AI becomes an enabler of creativity and commerce, not a replacement.
Udita Jain, Co-founder and CMO at Vin Media
Agentic AI is changing the game- it can plan, target, and optimise faster than any team. But creativity isn’t code; brands live on emotion, culture, and values. Our job as agencies and leaders is to treat AI as a partner, guiding it so campaigns get smarter while human imagination stays at the heart.
Shivani Khandelwal, Group Project Manager, AGENCY09
Agentic AI brings efficiency and precision, but it’s not a replacement for human oversight. Brands need to define the purpose, agencies need to align the tech to that vision, and talent must focus on the creativity and ethics that AI can’t replicate.
