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This week saw major advances in AI agents for marketing. Amazon Web Services (AWS) introduced new **agentic AI capabilities** on July 16[2]. These tools let businesses automate complex, multi-step tasks. For example, an AI agent could run a full marketing campaign across email, social media, and ads. It adjusts to changes and makes decisions with minimal human input. AWS says this is a big step forward in making marketing operations faster and more efficient.

Mistral AI updated its Le Chat chatbot on July 17 with two important features[3]. The new **Deep Research mode** shows sources for its answers, making it more reliable for customer questions. It also added voice conversations. These changes help marketers provide accurate information and better customer service. For instance, a retail company could use it to answer product questions with verified details.

OpenAI launched **ChatGPT Agent** on July 20[3]. This new mode lets ChatGPT do tasks online independently. Marketers can use it to research trends, gather data, or track social media mentions automatically. Instead of just answering questions, it actively completes work. This could save hours on routine jobs like market research.

Marketing leaders shared how AI agents affect their work. Nuria Ribe from Henkel said they're testing AI in small projects but haven't scaled it yet[4]. They want to focus on real benefits, not just technology. Rafael Narvaez of Mutti explained they use AI to refine new product concepts[4]. He plans to apply AI across all marketing areas to learn what works best.

Taide Guajardo from Procter & Gamble highlighted AI's role in boosting **creativity**[4]. Teams use it to quickly test marketing ideas and improve concepts. For example, AI might generate different ad versions overnight so humans can pick the best one next morning. This speeds up creative work and leads to stronger campaigns.

These developments show AI agents are moving from simple helpers to active partners in marketing. Tools like AWS's automation, Mistral's trustworthy answers, and ChatGPT's proactive tasks offer new efficiencies. Companies are learning to blend these tools with human creativity for better results. As AI agents handle more complex work, marketing teams can focus on strategy and big ideas.

This week brought big changes in marketing with new AI agent tools. Amazon Web Services (AWS) launched **agentic AI tools** that help businesses automate complex tasks like marketing campaigns[2]. These AI agents can work across different apps and make decisions with little human help.

Mistral AI updated its Le Chat chatbot to include a **Deep Research mode** that shows where information comes from[3]. This makes AI answers more trustworthy for customer service. OpenAI also released **ChatGPT Agent**, which can now do online tasks proactively for marketers[3].

Marketing leaders shared how they use AI. Henkel runs small tests but hasn't used AI widely yet[4]. Mutti uses AI to create new product ideas[4]. Procter & Gamble said AI boosts **creativity** by helping teams get ideas faster and improve marketing concepts[4]. These tools show AI agents are becoming key helpers in marketing work.

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