‘Agentic AI’ is widely seen as the next step in the AI evolution. Unlike most AI models that require prompting, an AI agent can act autonomously, learning from interactions, making decisions and adapting to changing circumstances on its own. To gain deeper insights into how this emerging tech will change the way we work, FutureWeek spoke with leaders from agentic AI companies to find out how autonomous AI is impacting the creative industry now and what influence it might have in the future.
Yousef Khalili is the Global Chief Transformation Officer & CEO MEA at Quant
“The creative industries will undergo revolutionary changes through agentic AI. The technology transforms AI from just a tool to an independent creative collaboration ecosystem. It will enable personalised large-scale content creation, workflow and creative thinking enhancements, and will develop original concepts and predict trends to develop audience engagement.
“In the near future, we will see AI agents simplifying storytelling to produce hyper-personalised experiences which will help open creative industries for an increased user-base. The fusion of human artistic creativity with AI will produce creative outputs that surpass all human imagination.
“Content producers, however, must use responsible AI methodologies to retain artistic value during their work in content creation fields, while handling tricky copyright laws. By enhancing human creativity, businesses can enable their employees to pursue innovative original thinking instead of performing repetitive tasks.”
Luciano Escudero is the VP of Media Engineering at Globant
“With AI agents, companies in creative industries like media and entertainment will gain deeper insights into their audiences, making it easier to connect with them and keep them engaged. For viewers, this will go beyond simply recommending what to watch next. Instead, it will include getting custom highlight reels, commentary tailored to your favourite sports team, or even suggestions based on your favourite actors. We also expect AI agents to level up search features; for example, providing recaps and summaries that align with viewers’ unique interests. In short, streaming will feel more personalised and immersive than ever.
“Not only with understanding the user, but also understanding their content, companies with archives of over ten years that they are unaware of will find it essential to sift through that data, a task that could take years and hundreds of people to accomplish.
“On the business side, AI agents will streamline editorial workflows, speeding up how quickly content moves from concept to release. We’ll also see a rise in AI-powered content creation, making it an even bigger part of how media is produced and delivered.”
Peter van der Putten, Director AI Lab and Lead Scientist, Pegasystems
“Agentic AI will equip marketers with the ability to imagine new customer journeys. We will see a move to a ‘one-to-one’ type approach with clients, and this tech will put the customer envisioning process ‘on steroids’.
“We have our own agentic AI intern called Iris. You can ask her any type of question about our products or what would be a good use-case for our clients, for example. You can input a client’s name and the agent will combine best practice marketing with data from the internet about the client and their brand, suggesting a range of potential best actions to take.
“We have agents that you can get recommendations from as though they’re a marketer – giving you specific insights into why your campaigns are doing well or not. These are things we already have in the agentic space. In the future, customers and marketers could have an agent that represents them – and these agents negotiate with the companies or clients they’re working with – which will be a completely new dynamic.”
Gil Rosen, Chief Marketing Officer, Amdocs
“In 2025, ‘AI avatars’ will become a key part of brand identity, especially for communications service providers. The personality of an avatar—whether it’s humorous, serious, or something else entirely—will reflect the brand itself.
“This shift raises questions: Who do you connect customers with when they call? Is there a different avatar for each persona, or should one consistent character represent the brand? No one has really thought this through yet, but it’s clear that every brand will need an avatar that embodies their values, tone, and even style. This will go beyond just marketing and consumer tech—it will redefine how businesses approach customer interactions in every channel.”
