The Transformative Role of AI Agents in Sales and Marketing
Trained AI agents have the potential to revolutionize various industries, particularly in sales and marketing, by autonomously performing tasks and improving efficiency.
Nohar Zmora, marketing lead at Kaltura, explores the growing impact of AI agents on business operations, particularly in sales and marketing.
The Rise of AI Agents
Since ChatGPT's mainstream debut in November 2022, generative AI (GenAI) has rapidly evolved. By May 2024, McKinsey research shows 65% of organizations regularly use GenAI—nearly double the percentage from just 10 months prior. Among these tools, AI agents stand out as autonomous systems capable of performing tasks independently, learning from data, and adapting to new information.
Customizing AI for Business Needs
Generic AI models often fall short in understanding specific business workflows. To maximize effectiveness, companies must fine-tune AI agents using proprietary data, including video content. According to research, 88% of large companies use video for employee training, creating valuable datasets for AI training. By incorporating recorded meetings, product demos, and customer interactions, AI agents can better mimic company tone and decision-making processes.
AI Agents in Action
In marketing, AI agents autonomously analyze customer data to create personalized campaigns and monitor market trends. They also generate marketing assets like ads and emails, optimizing them based on performance. In sales, AI agents tailor pitches and strategies by analyzing consumer trends, freeing human representatives to focus on high-touch interactions. Industries like finance, including JPMorgan Chase, are leveraging AI agents for faster, more accurate customer service.
Challenges and Future Outlook
While AI agents offer significant benefits, their autonomous nature requires oversight to ensure alignment with business goals and ethical standards. Companies should start with low-risk use cases, establish guardrails, and maintain human oversight. The future of AI-driven business lies in building agents that truly understand and enhance organizational workflows, providing a competitive edge to those who master them.
For more insights, visit the Forbes Communications Council.
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About the Author
Dr. Lisa Kim
AI Ethics Researcher
Leading expert in AI ethics and responsible AI development with 13 years of research experience. Former member of Microsoft AI Ethics Committee, now provides consulting for multiple international AI governance organizations. Regularly contributes AI ethics articles to top-tier journals like Nature and Science.