Agentic AI, identified by Gartner and ZDNet as one of the top strategic technology trends for 2025, is reshaping the way businesses approach automation and communications. These advanced AI agents, capable of autonomous decision-making and multi-task execution, are transforming industries by enabling smarter, faster, and more adaptive operations. For communications teams, Agentic AI presents both opportunities and challenges in monitoring, managing, and deploying these technologies effectively.
In our November newsletter, we explored their potential to revolutionize business communications by handling complex tasks like scheduling, content creation, and media monitoring. However, as Agentic AI progresses, a critical question emerges: how can organizations not only leverage these agents but also build them responsibly, ensuring alignment with brand values and ethics?
How Agentic AI is Changing the Game
The capabilities of Agentic AI were on full display this week with the first AI-hosted Space on X (formerly Twitter), signaling the start of a new era in autonomous digital interactions. This event highlighted the potential for AI agents to manage conversations, moderate forums, and engage audiences — all with minimal human intervention. Yet, as we stand on the cusp of these advancements, companies must consider:
- Monitoring and Response Systems: Ensuring oversight to maintain consistent and ethical interactions.
- AI Agent Lore Creation: Developing relatable personas and backstories to build trust and enhance user experience.
- Ethical Development: Addressing issues such as bias, data privacy, and decision-making transparency.
The Role of Communications Teams in Agentic AI
As companies begin to invest heavily in Agentic AI, communications teams are essential to ensuring its success. Here’s how they can contribute:
- Crafting Ethical AI
Communications professionals should work closely with technical teams to align AI agents with brand values and ethical standards. This involves scrutinizing training data, implementing safeguards, and promoting transparency in AI actions. - Creating AI Agent Lore
The “lore” of an AI agent — a mix of backstory, personality, and purpose — plays a crucial role in humanizing the technology. A thoughtfully crafted persona can make interactions more engaging and build user trust, especially in industries like healthcare, education, or customer service. Here is where comms teams can work closely with the tech teams to build personas which align with the brand and with a company’s mission/vision/values. - Ongoing Monitoring and Quality Assurance
Establishing robust monitoring frameworks ensures AI agents operate within brand guidelines. As comms teams we also should ensure there are automated quality checks combined with human oversight to address errors or inconsistencies quickly. In addition, we need to be looking at how external agents may be engaging with your brand. For example, in December an AI Agent ordered a Domino’s pizza – without Domino’s, a company which has embraced AI, obviously posting or engaging with this content.
Why Agentic AI is a High-Stakes Bet
The adoption of Agentic AI is not without challenges. Ethical dilemmas, such as decision-making autonomy and bias in training data, require careful consideration. Yet, the potential benefits — greater efficiency, adaptability, and enhanced user experiences — make Agentic AI an indispensable tool for the future.
A Roadmap for Communicators in the Agentic AI Era
Communications professionals must adapt to this shift by building skills in AI management, prompt engineering, and strategic oversight. As Agentic AI reshapes industries, it’s crucial to remain at the forefront, ensuring these tools augment human expertise rather than replace it.
The rise of Agentic AI signals a transformative moment for business communications. By embracing this technology responsibly, businesses and communicators alike can unlock new possibilities, setting the stage for a more connected future.
