What is an AI agent?
An AI agent is a software system that uses an AI model, usually a large language model, to work toward a goal. It can plan steps, use tools such as search, databases, or other software, and act on the results with limited supervision.
Last reviewed .
What an AI agent is made of
Most agents combine a language model with instructions, access to tools, and some form of memory. The model decides what to do, the tools let it act, and the memory keeps track of what has happened so far.
The tools are what make an agent useful. Without them, it can only produce text.
How an AI agent differs from a chatbot
A chatbot mainly responds to messages. An agent can take a goal, decide on the steps, and carry them out, such as running a report or updating a record.
The line isn't always sharp, and some chatbots have agent-like features.
Setting up an agent safely
Give an agent only the access it needs, and log what it does. Decide in advance which actions need a person's approval, such as publishing content or changing ad budgets.
Common questions
What can an AI agent do?
It depends on the tools it's given. Common examples include searching the web, reading and summarizing documents, querying data, and drafting or sending messages.
Are AI agents safe to use in marketing?
They can be, with limits. Restrict access, keep a record of actions, and require human approval for anything that spends budget or contacts customers.
Do AI agents need a large language model?
Many current language-based agents use an LLM to interpret instructions and choose actions. Agents can also use other approaches, including reinforcement learning or planning systems, so non-LLM agents are not necessarily limited to fixed rules.
How is an AI agent different from automation?
Traditional automation follows steps that someone defined in advance. An agent can decide which steps to take based on the situation, which makes it more flexible and less predictable.
Want help putting this to work?
Tell us where your marketing stands today, and we'll show you what to do first.