The marketing world is changing fast. AI agents – computer programs that can think and act on their own – are now doing marketing jobs that people used to do. This week showed us how powerful these tools have become.

The Big Deal: Shopping Agents Inside ChatGPT

One of the biggest news items was a partnership announced between PayPal and OpenAI. PayPal connected its worldwide network of stores and businesses to ChatGPT, one of the most popular AI assistants in the world. What does this mean? When you open ChatGPT now, you can chat with an AI, and that AI can search for products, compare them with other products, read customer reviews, and even buy things for you – all without leaving the chat window.

This is called agentic commerce, which means using AI agents to do the shopping. The AI agent learns what you like, remembers what you need to buy regularly, and can make purchases using money you gave it permission to use. For example, an AI agent could automatically reorder your favorite coffee beans every month when they run out. This is faster and easier than people searching and buying themselves.

For marketers, this means something important changes. Your customer might not be a person anymore – it might be an AI agent making the decision about what to buy. Companies need to think about how to sell to machines, not just people. The product information has to be perfect for AI to read and understand. The prices have to be clear. The descriptions need to help the AI make good choices.

More AI Creating Content

Meta, the company that runs Facebook and Instagram, announced plans to put massive amounts of AI-generated content into people's feeds. Instead of only showing posts from friends or famous creators, Meta will now show posts that AI made completely by itself. These AI-made posts will be treated like real content and shown to people who the AI thinks will enjoy them.

This matters for marketing because now marketers must think about AI-generated content as a real tool. Teams at Meta have created an AI app where people already made more than 20 billion images. That is an incredibly large number. For marketers, this means they need to learn how to create content using AI, test it quickly, and change their success measurements because AI content might perform differently than human-made content.

Mondelez Shows Real Results

Mondelez is a company that makes popular snacks and chocolates like Oreo cookies, Cadbury chocolate, and Chips Ahoy. They partnered with two other companies to build an AI system that creates advertisements faster and much cheaper. The AI can cut advertising production costs by 30 to 50 percent. That is a huge saving – if a company spent one million dollars on ads, they could now spend only 500,000 to 700,000 dollars for the same work.

The system is already working. Mondelez is using it to create social media posts for Chips Ahoy in the United States and Milka in Germany. Soon, they will use it to create product pages for Amazon and Walmart. By next holiday season, they hope to use AI to make short TV commercials. They even hope to use it for the Super Bowl in 2027.

To keep things safe, Mondelez set up guardrails. These are rules that tell the AI what it should never do. The AI cannot create ads showing unhealthy food, cannot manipulate people, cannot use stereotypes, and cannot be misused. Real people still review everything the AI makes before it goes public. This shows that AI is a tool for people to use, not a replacement for human judgment.

Creative Tools for Everyone

Adobe and Google Cloud announced they are working together to give marketing teams powerful AI tools. Adobe is the company that makes Photoshop for editing photos, Premiere for editing videos, and other creative software. Google is adding its AI models – including ones named Gemini, Veo, and Imagen – right into Adobe's tools.

Now marketers can create richer images and better videos with precision controls. If a company uses Adobe tools, they can tell Google's AI what they want to create, and it makes it for them. For big companies, Google offers customization. This means a company can teach the AI system about their brand colors, their logo, their style – so everything the AI creates looks like it came from that company.

Google's Gemini added a new feature to help with presentations. Users can upload a document or outline, and Gemini automatically creates a full presentation with slides, summaries, layouts, images, and charts. Marketing teams can now draft presentations in minutes instead of spending hours on formatting and layout. This is another example of AI handling the repetitive, time-consuming work so people can focus on the important thinking and strategy.

What This Means for Marketing Teams

These announcements show that AI agents and agentic systems are not something for the future – they are here now. The tools are becoming easier to use, faster to produce results, and cheaper to run.

Marketing teams worldwide must get ready for several changes. First, products must be described in ways that AI can understand. Second, customer journeys will include interactions with AI agents, not just people. Third, teams need to learn these new tools or hire people who know them. Finally, brands must think about trust – people need to trust that AI is acting in their best interest.

The companies showing up in this week's news – PayPal, OpenAI, Meta, Mondelez, Adobe, and Google – are the leaders building the future of AI-powered marketing. Their choices and tools are setting the path forward for marketing teams everywhere. The marketing industry is entering a new era where agentic AI is not optional but essential for staying competitive.