A single model call answers one question. Orchestration is what turns a stack of model calls, tool calls, and data lookups into a workflow that finishes a job. It decides which step runs next, what context each step sees, how results pass between them, and where a human has to approve before the chain continues.
For agencies, orchestration is the difference between a clever demo and a workflow you can trust on a live account. Generating one social post is a prompt. Adapting a campaign across twelve markets, checking each version against brand guidelines, and routing the borderline cases to a creative director is orchestration. The value is not any single model. It is the sequence, the guardrails, and the handoffs.
Take a weekly competitor scan. An orchestrated version pulls the latest activity, summarises what changed, drafts a point of view in the client's voice, and opens a task only when something crosses a threshold worth a person's attention. Five tools, one goal, and a human looped in at the single moment judgement matters.
Orchestration relies on the same building blocks as the rest of modern AI work: agents to take action, the Model Context Protocol to reach tools and data, and context engineering to feed each step the right information. Multiply is built as the orchestration layer for creative teams, coordinating those pieces so work moves without a person stitching every step together by hand.