AI agents are here. What will your brand do about them?

AI agents are about to do for brands what social media did in the 2010s: Change everything. While that sounds bold, the shift is already happening. Forbes predicts AI agents will automate up to 70% of office tasks within the next decade, and at CES 2025, Nvidia CEO Jensen Huang called AI agents a multi-trillion dollar opportunity. These digital assistants are no longer just hype—they’re already reshaping how brands create, sell, and engage

So how do you tap into this next wave of innovation? Here's how to make sense of the buzz and find practical use cases to accelerate your brand.

What are AI agents? 

AI agents are digital assistants that can make decisions, complete tasks, and interact with humans and systems without constant oversight. They’re not just responding to commands, they’re learning, adapting, and working alongside your team. 

Unlike traditional AI tools that need human input at every step, today’s AI agents carry out tasks independently, like screen job candidates, auto-send personalized emails or write code. AI agents can act like personal assistants that help with everything from tedious daily duties to jumpstarting creative projects.

AI agents in action  

AI agents are still evolving, but 2025 is the year they start moving from experimental to essential. Brands that begin integrating AI agents now, whether in customer engagement, product discovery, or creative execution, will be ahead of the curve as the technology rapidly matures. While today’s AI agents have limitations, they are already proving their value in personalization, automation, and trend forecasting.

Here are some real-world applications where AI agents are already making an impact:

Employee agents: Automate the workflows that slow you down

AI agents are set to revolutionize backend operations. From automating product tagging and inventory management in e-commerce to analyzing social data for campaign optimization, they take on time-consuming but essential tasks, freeing teams to focus on big-picture strategy and creative execution. Banking giant JPMorgan Chase, for example, has rolled out an AI assistant powered by ChatGPT maker OpenAI. The program is already helping more than 60,000 employees with tasks like writing emails and reports.

Customer agents: Turn customer interaction into a smart conversation

AI agents are redefining brand communication by replacing rigid chatbots with fluid, intelligent interactions. They can act as digital stylists, personal shoppers, or luxury concierges, offering product recommendations tailored to individual preferences in real time. Instead of navigating menus, customers can engage naturally, whether through voice, text, or immersive digital experiences. Global giants like Amazon, Nvidia or SoftServe have already launched shopping assistants powered by AI with the potential for significantly advancing the ecommerce experience.

Data agents: Help with trend forecasting and staying culturally relevant

Instead of simply generating content, AI agents can assist creative teams in trend forecasting, campaign ideation, and real-time content optimization. They can analyze viral trends, audience sentiment, and competitor activity, providing insights that fuel more relevant, high-impact storytelling. For brands constantly adapting to culture, AI agents help them move faster without losing creative control.

But do customers really want AI agents? 

While AI agents are becoming indispensable behind the scenes, their role in customer interactions is more complicated. Many consumers have had frustrating experiences with clunky chatbots, leading to skepticism about AI-powered brand interactions. After years of digital overload, there is also a renewed demand for human connection and real-life brand experiences, particularly in luxury, fashion, and lifestyle. 

The challenge is knowing where AI can enhance interactions without making them feel impersonal or transactional. What makes AI agents different from past automation tools is that they don’t feel like tech. 

Even when interacting directly with customers, they work in the background, making interactions seamless, intuitive, and more human-like. Instead of forcing users through rigid chatbot flows, AI agents adapt, respond naturally, and anticipate needs, shaping the experience without making it feel robotic.

The key is to use AI agents where they add value, not where they replace what customers love about human interaction. AI-driven personalization, real-time product recommendations, and seamless customer support are areas where AI agents can genuinely improve the experience. But in moments that require emotion, creativity, or deep brand storytelling, human connection matters. The brands that strike the right balance, using AI to enhance rather than replace, will be the ones that win customer trust while staying ahead of the competition.

So what should you do about AI agents in 2025?

Think about AI agents as more than just automation. They can be intelligent collaborators that enhance creativity, decision-making, and customer experiences.

Identify where AI agents can drive real impact
AI agents can go beyond replacing routine tasks. They make decisions, adapt in real time, and enhance customer experiences. Look at your customer journey and find opportunities where AI can create more relevance, not just more automation.

Start small, but be strategic
The best AI use cases aren’t just about replacing manual tasks but about unlocking new possibilities. Start with AI agents that improve customer interaction, trend forecasting, or immersive brand experiences—places where they can make a measurable impact without disrupting existing workflows. Test AI in one high-value area, whether that’s an AI-powered community manager or a real-time product discovery tool. Measure, refine, and scale based on performance.

Keep AI on-brand
Your AI agent shouldn’t feel like a chatbot, it should embody your brand. Invest in voice, tone, and visual identity to ensure every interaction reflects your values, aesthetics, and customer expectations. AI should feel like an authentic extension of your brand, not a generic automation tool.

Blend AI with human creativity
AI should enhance, not replace. It needs clear guardrails and human oversight. Let it handle data-heavy, repetitive tasks, freeing your team to focus on strategy, storytelling, and creative direction. The most successful brands will use AI as a collaborator, not a substitute.

Don't just use AI for hype, use it strategically
Don’t just implement AI, design it to work for your brand. The best AI agents will enhance creativity, deepen customer connections, and make your brand smarter. At LOOP, we help brands integrate AI in ways that feel seamless, strategic, and culturally relevant.