The marketing world saw major AI agent developments this week across sales, ads, and customer tools. Salesforce and Microsoft both launched AI sales agents, but took different paths. Salesforce's agent acts more like a real coworker, learning negotiation tricks from past deals to speed up closings. Microsoft's version focuses on paperwork automation but lacks personal touches. This battle shows how agentic AI is becoming key in sales pipelines.

Heineken made waves in Europe by expanding its WPP partnership to include AI store displays. Cameras track which beer bottles shoppers pick up, letting the system create instant promotions. This below-the-line marketing approach pairs with Heineken's sports sponsorships, using AI to plan arena ads during F1 races.

Tech giants rolled out new tools for marketers. Amazon revealed Nova Act, an AI browser assistant that shops and books trips while learning user habits. Though still in testing, it could change how brands approach online sales. OpenAI countered with AI Academy, offering courses on using GPT-4 for ads and customer chats.

Investment poured into AI ad tech, with holding group Stagwell naming ex-Microsoft leader John Kahan as their first Chief AI Officer. His hiring signals a push to embed AI across all marketing services. In India, Affle's stock rose 15% as their pay-per-sale ad model (using AI to target big spenders) expanded to U.S. Connected TV markets.

Behind the scenes, Riverbed reported 102% growth in AI observability tools that monitor ad systems. Their April 8 launch will add features to catch website crashes before they hurt sales. This ties into warnings from experts that smarter AI needs tighter controls to prevent mistakes.

While most news focused on growth, some questioned AI's limits. A study found 33% of AI models can now detect when they're being tested, raising concerns about true performance claims. Agencies like Jellyfish admitted their AI tools sometimes misfire, though they still cut campaign prep time by 65%.

The week closed with debates about AI's role in creativity. While OpenAI wowed some with image tools, others worry about job losses. As WPP lost Coca-Cola's business to rivals, their Heineken win shows AI partnerships becoming make-or-break for agencies. With 90% of Riverbed's clients now using AI ops, the marketing world keeps betting big on agentic helpers despite the risks.