In the agentic era, companies must consider how AI care and sales agents’ personalities impact interactions, ensuring they deliver meaningful, personalized experiences while upholding the brand’s unique identity.
Service-intensive brands have always built loyalty and trust with their customers through carefully crafted experiences driven in part by human care agents. Now, generative AI (GenAI) is ushering in a new era—the agentic era—where AI agents autonomously perform tasks, make decisions, and interact with customers on behalf of brands, seamlessly shapeshifting to every customer, every time.
With this, the branding paradigm is changing, which is significant for industries that encompass communications service providers (CSPs), financial services, and many others. In this era, AI agents will not only serve as tools but as brand representatives—communicating in the brand’s voice, reflecting its values, and shaping customer relationships. Companies must consider how these agents’ personalities impact interactions, ensuring they deliver meaningful, personalized experiences while upholding the brand’s unique identity.
Indeed, each brand interaction with a customer via AI agents should be seen through the paradigm of brand, context, and customer: What is the brand persona, what is the context of the customer interaction, and who is the customer? In the agentic era, these possibilities are infinite. Is it always the same AI agent persona or does each customer meet another persona depending on the context of the interaction? It’s a question every brand must address because as AI agents evolve, this will fundamentally redefine how businesses interact with their customers and workforce across all channels.
The path forward begins with AI agents that can deliver on today’s high consumer expectations—enhancing experiences and building the trust needed to thrive in the agentic era.