AI agents have become one of the hottest buzzwords in tech and business predictions for 2025. Everywhere you look, people are talking about them – promising a future where AI doesn’t just assist but even acts autonomously. But with so many definitions floating around, it’s easy to get lost in the hype. What are AI agents, really? And what do they mean for brands? Let’s break it down.

Demystifying AI agents

Many companies claim to be using AI agents, but they’re often talking about very different things. The term ‘AI agent’ is used loosely, encompassing everything from basic automation to advanced decision-making AI. To bring clarity, let’s look at three levels of AI capability:

• Basic automation: Simple, rule-based systems that execute predefined tasks without intelligence. Think of an email autoresponder or a chatbot with scripted replies.
• AI workflows: More advanced automation that integrates AI-driven tools, such as translation and transcription workflows to translate research guides or transcribe video and audio. These are often called agents but aren’t fully autonomous.
• True AI agents: The next level, where AI can reason, make decisions and take meaningful actions without step-by-step instructions. This is the breakthrough that’s driving excitement with models like DeepSeek moving towards true reasoning capabilities.

The key distinction of AI agents is their ability to act autonomously. Unlike generative AI, which creates content (text, images, audio, video), or analytical AI, which processes data for insights, agentic AI is action oriented. It goes beyond providing an answer – it takes the next step, whether that’s executing a marketing campaign, adjusting a pricing strategy, or even running a survey based on emerging trends. 

Preparing your brand for AI-driven consumer experiences 

AI agents are set to become the next major consumer touchpoint – just as search engines and social media once reshaped brand engagement. But to fully unlock their potential, you need high-quality insights. 

AI-powered agents are already streamlining market research, handling tasks like transcription, translation and data categorisation – freeing up time for deeper analysis and strategic thinking. They’re also accelerating insight generation, proactively detecting patterns, gaps and emerging trends, helping researchers know where to look next. And with AI-driven research frameworks, AI agents can guide users through methodologies like insight reframing, unexpected ideation or concept optimisation, providing real-time prompts and suggestions tailored to the research at hand. But the foundation of these capabilities remains high-quality data. AI is only as good as the input it receives, meaning rich, in-depth data – for example from online insight communities – will be crucial for training effective AI agents.  

Here’s what brands need to prepare for: 

• AI Agents as the new search: People will increasingly rely on AI assistants instead of traditional search. Optimising for these AI-driven interactions will become essential. 

• Branded AI personas: Companies must define how their AI agents interact with consumers – what tone of voice they use, what kind of personality they embody and how they represent brand values. 

• AI as a brand ambassador: AI-driven interactions will shape how people perceive a brand. This means designing AI agents with purpose – ensuring they align with consumer expectations and brand positioning. 

The human edge in an AI-driven world 

Despite all the advancements in AI, one thing remains unchanged: people drive the most valuable insights. While AI agents can support and enhance research, they can’t replace human intuition, creativity and strategic thinking. The future isn’t about AI taking over – it’s about AI empowering researchers and brands to work smarter. As Peter Drucker wisely said: “The greatest danger in times of turbulence is not turbulence itself, but to act with yesterday’s logic”  

So, as we enter 2025, the question isn’t whether AI agents will be part of market research and brand strategy. The real question is: how will you harness them to gain a competitive edge?