Bynder Advocates for Human-Centric AI Agents in Marketing

April 10, 2025 — As artificial intelligence (AI) agents become increasingly integrated into enterprise workflows, Bynder, a global leader in digital asset management, emphasizes the importance of maintaining human oversight. Searches for "what are AI agents" have surged by 827% in the past year, reflecting growing curiosity about their applications.

Human Control Remains Paramount

Murat Akyol, Senior Vice President of Strategy at Bynder, compares AI agents to autonomous driving technology. "Stage five is full autonomy, stage one is manual driving, and the in-between stages include features like cruise control or lane assist," he explains. Similarly, AI agents are designed to support users while keeping them "in the loop."

Bynder recently launched Bynder AI Agents, a suite of tools aimed at streamlining brand asset management. However, the company stresses that these tools are meant to empower marketers, not replace them.

The Role of Human Creativity

Unlike traditional AI systems, AI agents act as smart assistants, understanding natural language and executing tasks on behalf of users. Yet, Murat notes, "While AI can provide reliable execution, it still requires human imagination and originality to capture the essence of a brand."

Key areas like brand integrity, creative strategy, and cultural nuance remain firmly under human control. "An AI agent relies on your guidance to perform tasks and understand your brand," Murat adds.

Legal and Ethical Challenges

As AI agents grow more autonomous, questions about accountability arise. "If an autonomous agent makes a mistake, who is responsible?" Murat asks. These debates are further complicated by global operations, where compliance lags behind innovation.

Bynder advocates for a principled approach: keeping humans at the center of decision-making while navigating evolving regulatory landscapes.

The Future of AI in Marketing

Bynder views AI as both a business tool and a cultural shift demanding responsibility. "Staying curious and embracing AI is key," Murat says, "but so is maintaining a healthy skepticism."

The company remains focused on building trustworthy systems, even as discussions around Artificial General Intelligence (AGI) gain traction. "Right now, we are in control of how AI behaves," Murat asserts.

Conclusion: Copilot, Not Autopilot

Bynder’s message is clear: AI agents are here to enhance, not replace human roles. "In marketing and branding, the human touch is essential," Murat concludes. "The agent is the copilot. The brand owner, the marketer, the strategist—they’re still in the driver’s seat."

Bynder’s AI Agents will debut at Bynder Connect in New York on May 21, the company’s global customer conference.