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posted on Jan. 21, 2025 at 12:45 pmJan 21, 2025

Agentic AI: the game-changer set to redefine marketing

posted on Jan. 21, 2025 at 12:45 pmJan 21, 2025

Impact BBDO's Ghassan Kassabji on how agentic AI is a strategic enabler that will empower marketers to innovate, adapt, and thrive in a fast-evolving landscape.

Ghassan Kassabji, CEO, Impact BBDO Group – Dubai

Agentic AI, through making waves recently, is far from a new concept. Its origins trace back to the foundational work of AI pioneers like John McCarthy and Alan Turing, who envisioned systems capable of perceiving their environments, making decisions, and acting autonomously to achieve specific goals.

Over time, advancements in expert systems, neural networks, and deep learning built the foundation for today’s Agentic AI. NVIDIA’s latest keynote at CES showcased this theoretical concept becoming a tangible reality, demonstrating the maturity of intelligent, goal-driven

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Tags:agentic AI AI Artificial Intelligence autonomous Campaigns co-pilot customer engagement customer preferences Ghassan Kassabji goal-driven agents Hyper-personalisation Impact BBDO Loyalty marketing omnichannel optimisation Promotions resources strategic oversight trailers user experiences user interfaces

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.