Let’s start with the basics: what does "AI agentic" actually mean? In simple terms, it describes an AI system that’s not just reactive, but proactive — capable of independently pursuing goals, making decisions, and interacting responsibly within a defined context. These systems don’t just wait for commands; they assess, act, and adapt.

Traditionally, agencies have thrived on specialised human expertise — whether in performance marketing, video production, SEO, or influencer strategy. The value they deliver has often been tied directly to the skillsets of their teams. But as client expectations grow and budgets remain tight, the question arises: how can agencies offer more value without simply hiring more people or raising fees?

Enter the Agentic Agency

The idea of an "Agentic Agency" — one that embeds AI agents throughout its operations — is becoming more than just a thought experiment. It’s something many of us in the industry have been thinking seriously about. Let’s be clear: this isn’t about replacing people with AI. It’s about augmenting human teams with intelligent agents that help us work smarter, faster, and more efficiently.

Think of it this way: where you once needed a data scientist to analyse a trend or a strategist to compile research, an AI agent can now handle the heavy lifting. That doesn’t mean humans are obsolete — quite the opposite. It frees up time for creative, strategic, and high-value thinking.

Practical Applications Already in Play

Using tools like n8n, Lutra, and other agentic platforms, agencies are starting to develop workflows where AI agents handle repetitive or time-consuming tasks. These might include:

• Analysing client campaign data in real-time

• Summarising competitive landscapes

• Enhancing internal communications

• Automating parts of client reporting

• Surfacing strategic insights faster

As Sir Martin Sorrell once said, “everyone wants something better, faster, cheaper.” With agentic AI, that trifecta may finally be within reach — and without burning out your team in the process.

Don’t Overcomplicate It — Start Small

The key is not to get bogged down trying to reinvent your entire agency overnight. Start small. Focus on the low-hanging fruit: where are your bottlenecks? Which tasks are repetitive but necessary? What would you automate if you had a magic wand?

Maybe it’s generating weekly reports, managing social listening, or automating internal approvals. Once you identify a few of these opportunities and see the benefits, it’s hard not to get hooked.

More Than Just Chatbots

Let’s be clear: agentic AI isn’t about chatbots answering basic website queries. We’re talking about systems of interconnected agents, each with specific responsibilities, working in concert to achieve a larger goal.

Imagine your operations team has AI Agent A and your finance department has AI Agent B. These two agents could autonomously exchange data, generate insights, and recommend solutions — leaving the final decision to a human. It’s about enhanced decision support, not handing over the reins completely.

The Human Factor Still Matters

Even as agents become more intelligent and independent, human judgment remains essential. Just like with spreadsheets — if you don’t understand the formula or logic behind the numbers, you're at risk of misinterpreting the output. The same holds true with AI.

If we over-rely on agentic systems without building the critical thinking skills to interpret their outputs, we risk creating a generation of decision-makers who trust the output without understanding the process.

The Road Ahead

I truly believe that agentic AI will reshape the way agencies — and businesses more broadly — operate. It will enable greater efficiency, better work-life balance, and in some cases, empower small teams to build organisations that rival much larger players.

We've been on this journey for a few years now, but what’s changed recently is the wider acceptance of AI-driven workflows, especially as we moved through late 2024 into 2025. The tools are getting smarter, the adoption is growing, and the barriers to entry are dropping fast.

Many of these platforms are free or low-cost to start with. Whether you're into low-code, no-code, or full-code solutions, there’s something out there for every skill level.

Final Thought: Just Start

If there’s one piece of advice I can give — much like investing or saving — it’s this: just start now. You don’t need to have it all figured out. Begin with a small workflow, automate a repetitive task, and build from there.

The age of the Agentic Agency isn’t coming. It’s already here.

Oliver Bruce, CEO PinPoint Media