Let's Go Down the Agent Rabbit Hole

Last week, Satya Nadella said: "AI agents will replace all software."

Now this might sound like typical tech industry hyperbole. But think about what most SaaS really is today: a pretty front end sitting on top of a database.

Nadella's argument? If that UI can be generated in real time, what matters isn't the software or even the database - it's the business logic that you bring to the table.

If right, it's a fundamental shift in how we'll interact with technology. No more static interfaces bound by predefined rules, we'll simply ask questions and get answers - or even have the software write itself to solve our problems.

What Makes Agents Different?

Right now, most AI use is pretty basic: write a prompt, get an answer, move on. This works for simple & one-off tasks, but isn't great for complex work that requires multiple steps or deeper understanding.

Agents operate differently. Rather than just responding to prompts, they can complete tasks using four key patterns:

1. •

   Reflection: Instead of just generating output, agents can review their own work, identify issues, and make improvements. Think of how your best team members don't just execute tasks - they think about how to do them better.

2. •

   Tool Use: Agents can decide if and when to use additional skills - whether that's searching for information, creating a chart, or accessing specific APIs. They're not limited to their training data.

3. •

   Planning: Rather than tackling complex tasks in one go, agents can break them down into steps. They can adjust these plans based on intermediate results and new info.

4. •

   Collaboration: Different agents can specialize in specific tasks and work together. Each focusing on what they do best with a 'manager agent' running the show.

How Can We Use Agents?

The tools I create are driven by the progression from:

data → information → insight → action → business outcomes

Each step moves us closer to what the business really wants.

The PMax scripts transformed raw data into useful information. The AI Whisperer took that information and generated insights. And while scripts can take action, they're limited by pre-defined rules.

To truly leverage autonomous agents in digital marketing, we need to build outside the platform constraints. We need to free our data from the Ads UI, and we need AI systems that can "reason" about that data. First to suggest actions, and soon, to take them autonomously.

This evolution is happening now. The first step is seeing what's possible, to hopefully change how YOU imagine the future of this amazing industry and your career.