AI Agents: the future of marketing has already begun

If the use of artificial intelligence in marketing is already a reality, the next stage is underway: the adoption of autonomous agents, or AI Agents, capable of operating independently within strategic processes.

Instead of responding only to specific commands, AI agents receive objectives and are programmed to act on their own, making decisions, adjusting strategies, and optimizing results in real time. This is what experts are calling “operational AI”: a layer that goes beyond analysis and basic automation, taking on daily tactical functions. Some are even already being tested by companies like Meta.

The platform announced plans to automate the entire ad creation and targeting process by 2026. The idea is simple: the advertiser submits a product image and a budget, and the AI develops the creative, defines the ideal audience, and manages the investment, with dynamic adjustment based on performance.

What changes in practice?
In marketing, this means fewer manual processes and more distributed intelligence: agents that monitor campaign performance, adjust media budgets, prioritize the best-performing creatives, or identify consumer behavior patterns without the constant need for human intervention.

It’s an evolution that promises more efficiency, agility, and scalability, especially for teams managing multiple fronts and needing to respond quickly to market changes.

Trend or reality?
AI agents are still in the early stages of adoption, but are already a top priority for companies leading technological advancement. According to recent reports, it is estimated that AI agents can increase the productivity of marketing organizations by over 40%, with major players testing custom models in areas such as media, CRM, and customer service.

At Wigoo, this movement is already underway. Our technology and innovation team has been exploring the use of agents to support diagnostics, campaigns, and internal routines. It’s not about replacing people, but about adding a strategic layer to operations, freeing the team to focus on creativity, critical analysis, and brand building.

A future that requires preparation
Adopting agents requires technical changes, yes, but also cultural ones. Teams need to learn to interact with systems that respond autonomously, rethink workflows, and take on a more guiding than executing role.

More than just a tool, AI Agents represent a new mindset about how to scale intelligence responsibly. And those who prepare now, with vision and strategy, will be ahead in the next cycles of transformation.