AI agents are reshaping how companies do marketing in 2026, and this week brought exciting updates about this technology. Agentic AI refers to artificial intelligence that can think and make decisions on its own, like a smart helper that works without needing someone to tell it what to do every step.

The big news is that over 70% of shoppers are already using AI agents when they shop online, asking them questions about products and prices. This means companies must change how they sell things. Retailers are now using AI agents to help customers find products, and they're creating new ways to show ads inside these AI helpers. Big advertising companies like WPP and Omnicom announced they're building new agentic AI tools to help create and manage marketing campaigns automatically.

Experts at major tech conferences predict that AI agents will become the next big thing in technology, similar to how smartphones changed everything. Brands need to make sure their information is clear and easy to find across the internet so that AI agents can recommend them correctly. Meanwhile, companies are learning that good product information is more important than ever because AI relies on it to suggest the right items to shoppers.

The marketing world is also discovering that AI agents can help measure if campaigns are working better, and they can personalize messages for each customer at a much bigger scale than before. Even though companies are excited about this technology, many are still figuring out how to use it well and whether it will actually improve their business.