Marketing is changing fast because of new AI agents that help companies do more with less work. An AI agent is different from regular AI because it can think about problems, make plans, and do things without a human telling it every single step. This week brought big news about how marketing teams are using these smart helpers.

Google made two important announcements this week about new AI helpers for marketers. The first is called Ads Advisor, and the second is called Analytics Advisor. Both of these run on Google's Gemini AI system. These tools work like having an expert assistant sitting next to you. Instead of looking at boring spreadsheets with hundreds of numbers, marketers can just ask questions in normal English. The AI agent listens, understands what you want to know, and explains it in a way that makes sense. Ads Advisor helps marketers understand their ads better and suggests ways to make them work better. Analytics Advisor looks at all the data from Google Analytics and finds important patterns. These tools roll out to everyone who uses Google Ads and Google Analytics in English-speaking countries. Marketing teams say this will save them lots of time and help them make better decisions faster.

Amazon brought something new to advertising called AI-driven targeting for DSP campaigns. DSP stands for Demand Side Platform, which is a tool marketers use to buy ads across many websites. The old way was hard because there were thousands of audience choices to pick from. Now, marketers can describe what they want in words, upload documents, or explain their goals. The AI agent figures out which people should see the ads and suggests keywords to use. It even explains why it picked those choices. This makes the work easier for smaller teams that do not have specialists. It also gets ads set up faster, which means companies can start selling sooner.

Sales and customer service agents are becoming always-on teammates for marketing professionals. These AI agents work 24 hours a day, helping salespeople find new customers and helping customer service people answer questions. They look at emails, meeting notes, customer conversations, and company information all at the same time. They can suggest which customers are most likely to buy, help write personalized messages, and even answer customer questions. In customer service, these agents can handle cases, keep information correct, and understand what customers really need. According to IDC, a research company, in the next two years, three times more companies will use these types of AI agents. This shows that marketing and sales leaders think these helpers are really valuable.

One of the biggest surprises this week is how visitors who come from AI assistants buy things much more often. Microsoft looked at over 1,200 websites and found something interesting. When people use AI assistants like ChatGPT, Microsoft Copilot, Perplexity, or Google Gemini to find websites, they turn into customers three times more often than people who come from Google searches. People coming from AI turn into customers at a rate of 1.66%, compared to only 0.15% from regular search and 0.13% from people typing the website directly. This means that AI visitors are high-quality customers who are ready to buy. Marketing teams are learning that they need to pay special attention to these visitors. They are starting to track where visitors come from AI assistants separately and make special content that AI assistants will recommend to people.

Big companies are also using custom AI agents made just for their business. About 58% of frontier companies (the biggest and smartest companies) are already using custom AI solutions, which are AI agents built specially for them. In the next 24 months, 77% of frontier firms plan to use custom AI solutions. Why? Because these custom agents know the company's special rules, the way the company talks, and what the company cares about. They work better than regular AI because they know the company's secrets and how to follow the company's rules. For example, Ralph Lauren, a famous clothing company, made an AI agent called Ask Ralph that helps customers find clothes that match their style. It knows about Ralph Lauren fashion and gives personalized suggestions.

The marketing world is also using AI agents to understand what customers think and want. A company called Amplitude released a tool that listens to customer conversations from phone calls, support tickets, reviews, and surveys. The AI agent finds patterns in what customers are saying, like what features they want or what problems they are having. This helps marketing teams know exactly what messages will work best and what products customers really want. The tool even writes down the problems and ideas automatically, which saves lots of time.

These changes show that AI agents are not just for big tech companies anymore. Marketing teams of all sizes are using them to work faster, make better decisions, and sell more stuff. The way marketing works is changing because AI agents can think, plan, and do things on their own. Companies that use these tools well will do better than companies that do not.