Agentic artificial intelligence is emerging as the next phase of enterprise AI, moving the technology beyond analysis toward autonomous decision-making and execution.

For marketing, advertising, creative and PR industries, this shift is beginning to transform how campaigns are planned, produced and delivered.

Unlike traditional AI tools that mainly generate insights or content, agentic systems can reason, plan and act. They interpret objectives, gather data and execute workflows with minimal human input, allowing agencies and brands to streamline campaign development and accelerate decision-making.

Technology and marketing platforms are already embedding these capabilities. Contextual advertising company Seedtag recently launched Liz Agent, a conversational AI platform designed to move campaigns from brief to activation more efficiently. Meanwhile, AI startup Enhans has promoted the concept through its “Age of Agentic AI” campaign, showcasing systems capable of executing complex workflows independently.

Major industry players are also building agentic AI into their long-term strategies. WPP has placed the technology at the centre of its AI platform WPP Open, while Unilever is working with Google Cloud to develop agentic commerce and marketing intelligence capabilities. At the same time, Publicis Groupe has positioned AI as a structural growth driver as it expands automation across its operations.

Together, these developments point to a new operating model where AI agents function as operational partners for marketers. As the technology matures, campaign planning is likely to become more predictive, creative production more adaptive and media buying increasingly autonomous, making agentic AI a key competitive advantage in the future of marketing.

Campaigns of the week

The Coca Cola Company continues its long-standing tradition of uniting music, culture and sport with the release of a reimagined anthem for FIFA World Cup 2026.

Global and Sky Sports have launched a first-of-its-kind campaign uniting Heart, Capital and Radio X in a Formula 1-inspired challenge filmed at Silverstone.

HTC, in collaboration with its agency of record Brandon, has launched a campaign that uses humor to highlight common internet frustrations, positioning the brand as a reliable provider for consumers seeking a better connection.

Agencies and accounts

Kimberly-Clark and Omnicom have introduced a revised communications structure for three brands in Brazil, appointing Africa Creative to lead integrated communications and strategy across the accounts.

The PHA Group has secured a communications brief with UK Vein Clinic to support a year-long campaign focused on improving public awareness of vein health.

Stitchy has been appointed by Little Moons to develop the frozen dessert brand’s global communications strategy.

Partnerships and acquistions

Havas has announced that Maison BETC, BETC’s global network dedicated to luxury, has acquired Eyesight, an independent agency renowned for its design and production of fashion shows and luxury events.

VIOOH, a global digital out-of-home (DOOH) supply-side platform, has formed a strategic partnership with OUTFRONT, one of the largest media companies in the United States.

CANAL+ has entered a multi-year partnership with Google Cloud to integrate generative artificial intelligence technologies into its streaming ecosystem across Europe and Africa.

Other major news of the week

The Cannes Lions International Festival of Creativity will present its lifetime achievement honour, the Lion of St Mark, to Susan Credle in recognition of a career spanning more than four decades in advertising.

Ete Davies has joined LePub as Global Chief Operating Officer, bolstering the executive leadership team and reflecting the agency’s focus on evolving its proposition, services, operational model and scaling its international network.

Surreal Hotel Arts has opened its first international headquarters in New York City strengthening its access to brands and agencies across North America.

Bob Koigi is the editor-in-chief of Marketing Report.One

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