A transformation is underway in Indian marketing, though it is not being announced with glossy campaigns or loud product launches. Instead, it is taking shape quietly inside dashboards, chatbots, and automation platforms. The driver of this shift is “agentic AI” – software agents that do more than respond to instructions. They can plan, decide, and act with limited human prompting, and in doing so, they are redefining everyday marketing work.
From automation to autonomy
For years, companies used automation to schedule campaigns or process large datasets. Agentic AI moves beyond that. These systems manage workflows end-to-end, such as handling customer queries on WhatsApp, sending reminders at the right moment, or guiding a new customer through onboarding without human intervention. Early adopters report measurable results, including faster response times, higher campaign click-through rates, and grave time savings for marketing teams.
The advantage is not in flashy outcomes, but in fixing everyday problems that previously consumed entire teams. By taking on repetitive execution, these systems allow marketers to focus on strategy, creativity, and customer storytelling.
The three phases of adoption
Analysts describe agentic AI adoption in three stages.
Phase 1: Humans lead, with AI acting as an assistant, offering prom
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