An AI agent extends a language model with the ability to act. It chooses tools, calls them, reads results, and decides what to do next — all in service of a goal you set.
For agencies, that means workflows that previously required a human in every loop — drafting briefs, scanning competitor activity, opening tickets when something changes — can now run on their own and only escalate to a person when judgement is needed.
The risk: an agent is only as predictable as the guardrails around it. Without clear evaluation, scoping, and human review, agents drift. Treat them like new hires with infinite stamina — useful, but never autonomous on day one.