Are AI agents the future of our digital reality?

What are AI agents?

AI agents are computer programs designed to act autonomously to achieve specific goals. They can be integrated with multiple tools (for example, through APIs) and coordinate these tools to perform tasks. Just like AI chatbots use language to answer a user’s questions, AI agents use tools to accomplish tasks based on user requests.

For example, in an e-commerce business, an AI agent could integrate a website, HubSpot (with customer data), and an email client to message only those users who have previously purchased something from your store.

To the untrained eye, AI agents may look similar to process automation tools, as both can automate repetitive tasks. However, AI agents can perceive their environment, make decisions, and take actions toward their objectives (within defined limits). In contrast, process automation tools require specific instructions from the user at every step.

What types of AI agents are there?

There are different types of AI agents. Below, we have listed the most popular ones along with examples – in some cases you may realize that you’ve been using an AI agent already!

• Simple reflex agents: these agents are triggered only by a specific action, and in specific conditions. They don’t have any memory or an ability to predict.

Example: Roomba vacuum cleaner.

• Model-based reflex agents: this type has both the memory and can somewhat perceive the “outside” world. These agents can combine that knowledge with its own memory to make predictions.

Example: a self-driving car.

• Goal-based agents: they take actions and make decisions based on how much closer they get to their defined goal.

Example: Google Maps leading the driver to his destination.

• Utility-based agents: this type of agents is also focused on reaching a specific goal, but at the same time it maximizes a chosen aspect or utility.

Example: Netflix suggesting new TV shows based on the user’s preferences.

• Learning Agents: these agents use experience and feedback to continuously learn and adapt.

Example: ChatGPT refining their responses through user interactions.

• Hierarchical Agents: Organized in multi-level structures where higher-level agents manage tasks performed by lower-level agents.

Example: AI systems in manufacturing plants coordinating production processes.

• Multi-Agent Systems (MAS): Consist of multiple agents working collaboratively or competitively to achieve complex goals.

Example: Smart home systems synchronizing thermostats, lights, and security cameras.

Potential impact of AI agents (AKA why should you care)

Just as you can see in the examples above, AI agents already influence even the most basic aspects of our daily lives, such as commuting to work, adjusting the temperature of your room, or deciding what show you will watch tonight. Obviously, their potential impact goes far beyond that.

We expect AI agents to have a wide use in digital marketing, e-commerce, finance, health care and transportation. The last example could be particularly exciting due to rapid development of autonomous vehicles.

One interesting use case is “conversational analytics” where AI agents analyze conversations to extract valuable insights. For example, an AI agent could sift through a history of customer emails to identify trends, preferences, and pain points. These insights would provide businesses with a clear indication of how to improve their services and enhance customer satisfaction.

AI chatbots and AI agents – what’s the difference?

AI chatbots and AI agents different in two areas: in the level of complexity of tasks that they are able to complete and in their ability to learn and adapt.

Complexity of tasks

AI agents can handle more complex tasks than AI chatbots. For example, AI agents can be used to automate both small e-commerce businesses and large manufacturing plants.

AI chatbots, on the other hand, are limited to performing simple tasks and processes. They are widely used by programmers, marketers, and other specialists, but they are not sufficient to manage large business operations.

Ability to learn and adapt

AI agents use machine learning to adapt over time, refining their responses based on user interactions. In contrast, AI chatbots typically rely on scripted responses and do not learn from past interactions.

For example, AI agents used in SEO combine AI and SEO capabilities, connecting to keyword research tools to extract real-time, data-driven insights. In contrast, tools like ChatGPT rely on their existing knowledge base and web searches, which may not always be sufficient for reliable SEO research.

AI agents and SEO – will they get along?

AI agents are becoming the “new normal” in the SEO industry. We are at a stage where SEO agencies that rely on conventional methods are likely to fall behind their AI-driven competition. SEO specialists use AI agents to automate their daily tasks but also to personalize content. The list of most popular use cases of AI agents in SEO includes:

Automation of SEO tasks

AI agents are used in SEO to automate the most time-consuming tasks, such as keyword research, on-page optimization, and competitor analysis. This allows SEO specialists and business analysts to focus on strategic decisions.

Content personalization

SEO tools powered by AI agents can analyze user behavior and identify patterns. With these insights, experienced SEO specialists can create and optimize content in a way that aligns with user intent at different stages of the buyer’s journey.

Technical SEO audits and fixes

With AI agents, SEO specialists no longer need to schedule regular, often time-consuming, technical audits. AI agents can continuously crawl websites to identify technical issues, suggest fixes, and prioritize them based on their potential impact on SEO rankings.

Real-time insights

Instead of monthly or quarterly reports, AI agents provide insights into SEO performance in real time. This allows businesses to quickly respond to changes in search engine algorithms or user behavior and stay competitive.

Different ways in which AI agent have already impacted our reality

A variety of SEO related tasks are just the tip of the iceberg. AI agents already have an influence on other industries, such as healthcare or customer service. Here are just some of the examples:

• Companies like Zendesk are using AI agents as customer assistants to answer basic questions and handle customer queries through online chat. But that doesn’t mean they have replaced humans completely—if a problem is too difficult for the AI agent to handle, it is escalated to human customer service assistants.
• Amazon uses AI agents to provide personalized recommendations to shoppers based on their individual preferences. Reports suggest that this method has contributed to 35% of Amazon’s revenue.
• Google created an AI agent that can diagnose skin cancer with an accuracy of 85.4%, a figure significantly higher than what an average dermatologist can achieve.

Are AI agents the future of our digital reality? A conclusion

In some cases, AI agents are not the future—they are the present, the current reality of the digital world. They are already widely used in SEO, IT and marketing. Judging by the speed and flexibility of this technology, it won’t be long before AI agents influence an even greater part of our digital lives.

While progress and innovation are generally positive, the speed at which AI agents are being adopted across different industries has left some people concerned, often raising the overused question: “Will AI steal our jobs?” Instead of trying to answer this impossible question, it’s better to focus on developing skills that will make AI agents our allies, not enemies.

What skills should we focus on?

Working with AI agents requires a diverse set of skills, both technical and strategic.

The technical skills that we believe will matter include basic programming, data science, analytics, and machine learning knowledge. Strategic and soft skills are also valuable.

There are many great things that AI agents do well. However, there are just as many things they will never be as good at as humans. Strategic decision-making, domain knowledge, and experience will always hold value in the business world.

The old proverb “Can’t fight them? Join them!” rings truer now than ever. Here at Delante, we are embracing AI agents with open arms and have already witnessed firsthand the positive impact they have had on our clients’ visibility. We are eager to keep experimenting to find out what else this technology will help us achieve.