AI companies are racing to help businesses use smart agent teams that work together to get things done. Anthropic just released Claude Opus 4.6, which lets multiple AI agents work as a team to handle big projects like writing reports and creating plans. OpenAI launched something called Frontier, which helps companies build and manage their own AI agents right in their existing systems. Both companies are also partnering with big data companies like Snowflake to make AI agents smarter by connecting them to real business information.

These multi-agent systems are changing marketing by helping teams work faster and smarter. Instead of AI helping with just one task, these agent teams can now handle entire projects from start to finish, like campaign planning and financial modeling. Even Reddit is getting in on the action by using AI agents to search and answer questions, which is helping advertisers reach more people.

However, companies are finding it tricky to actually use these tools and prove they are making money. Many marketers have AI but can't show real results yet. The real challenge now isn't just having AI agents—it's redesigning how teams work so that AI agents fit naturally into their daily routines.