AI Agents in Marketing: From Concept to Competitive Advantage with Agentspace

A year ago, AI agents were largely a speculative idea for many marketers, seen as futuristic and experimental. Fast forward to now, and we’re seeing a very different picture. AI agents are evolving fast, and they’re quickly becoming essential tools for marketers, media teams, and advertisers.

In this post, we’ll summarize the value of AI agents, with a focus on Google Cloud’s new Agentspace solution, and explain how marketers can set themselves up for success when developing and deploying bespoke AI solutions inside their organizations. While AI is more accessible than ever, it’s important to note that access alone doesn’t always equal success.

Let’s dive in…

The Agent Era is Here and It Brings Real Value for Marketers

If you’re just catching up: AI agents are autonomous, goal-driven systems designed to make decisions, complete tasks, and learn from their environment. Unlike passive tools or prompt-based chatbots, agents can act independently on your behalf by retrieving information from connected systems, generating content, and managing workflows.

By working with the right partners and platforms, you can strategically develop and incorporate these agentic capabilities directly into your existing enterprise systems to make a long-term impact.

For marketing organizations specifically, AI agents can help overcome operational bottlenecks that have historically slowed down results. For example, they can help to:

• Automate time-consuming manual tasks like reporting or sifting through your enterprise systems’ data for relevant and impactful insights

• Accelerate creative cycles by rapidly generating briefs and content ideas

• Streamline workflows to deliver results faster and more efficiently

• Unleash new capabilities for modern marketing organizations

The market for AI agents is rapidly advancing with numerous enterprise-level solutions available. As a Google Cloud Platform Premiere partner, we’ll briefly spotlight Google’s Agentspace technology as one example of today’s cutting-edge agent technology and its value to marketers.

Accelerate Enterprise Productivity and Marketing Capabilities with Agentspace

Announced at Google Cloud Next 2025, Agentspace delivers a comprehensive suite of AI-powered tools aimed at enhancing enterprise productivity through the automation of complex, agent-driven workflows. Rather than serving as a siloed platform or a dashboard to manage, Agentspace acts more like an operating system for AI agents.

Think of it as a “hub” for AI agents that can help you:

• Enhance your ability to search across your enterprise systems and receive AI-powered answers based on information across your business

• Tap into Google’s marketplace of pre-built agents to automate workflows

• Connect to enterprise applications like Google Workspace, Salesforce, Jira, and more

• Design completely customized agents based on your unique enterprise needs

For marketers, these capabilities can translate to efficiencies, insights, stronger content, and faster speed to market. They can help marketing organizations:

• Streamline Research: By applying Google's multi-modal search across your enterprise systems, you can blend text, images, websites, audio, and video to gain a holistic understanding of business trends, customer sentiment, emerging challenges, and more.

• Rapidly Produce Effective Briefs: An AI agent within Agentspace could sift through your campaign data, analyze creative elements, and then leverage generative AI to produce new, optimized creative briefs – all in minutes, not days.

• Accelerate Content Creation & Optimization: Agentspace can securely search across relevant websites, industry reports, and social media, summarize key findings, and even suggest content topics or angles for business initiatives. Using Agentspace’s “Notebook LLM” feature, you can upload up to 300 different sources, chat with your data, and then generate audio overviews to educate content teams.

Helpfully, Agentspace provides a single point of access for the above capabilities. Whether you use Google's pre-made agents or build your own, you can easily access and manage them in one destination, creating further efficiency.

How to Begin: Strategic Use Cases

Agentspace and AI technologies can be a fast-track to new enterprise capabilities, but it’s critical that marketers not skip foundational steps on their AI journeys. Implementing technology for technology’s sake alone will limit your success. To get the most value from AI agents, or any custom AI solution for that matter, you first must have a strategic use case or a clear business problem you are trying to solve.

Specifically define where an AI agent or customized AI solution can drive value in your business and create competitive advantage. This will focus your development and execution, keeping it anchored in business strategy and marketing goals.

Questions to Ask Yourself

Kickstart ideation while anchoring your AI agent and customized AI solution ideas in real business needs by asking yourself questions like:

• Are there specific, recurring marketing challenges or opportunities where human effort is currently a significant bottleneck, or where current methods consistently fall short of desired outcomes?

• Can we clearly articulate a high-volume, repetitive, or data-intensive marketing task that, if automated or augmented, would free up our team to focus on strategic, creative, or other high-value activities?

• Do we have access to sufficient, high-quality, and relevant data that an AI agent or customized AI solution could learn from and operate effectively to address our identified challenge or opportunity?

• Do we have valuable internal data and business systems (i.e., customer data, product inventory data, market-specific insights, or operational data) that is fragmented and difficult to synthesize for strategic planning or actionable insights?

Thinking through these considerations and aligning your AI solutions with genuine business needs is vital, profoundly affecting the overall success and scalability of your AI initiative. And that’s where partners like Choreograph come in.

As a data and technology consultancy, as well as a GCP Premiere partner and GMP Full Stack Certified Sales Partner, we not only help marketers tactically develop customized AI solutions but also advise on strategic use cases and other foundational steps to ensure successful AI adoption in GCP and beyond.

Here’s one example...

Real-World Impact: Custom AI Solution for Supply Chain Challenges

A tech client faced supply chain issues and rising demand for faster shipping. To prevent order cancellations from long delivery times or stock shortages, we used GCP to develop an AI and ML solution combining the brand’s product availability data and other owned data sources to predict cancellations and suggest alternative products in campaigns.

The solution integrated the brand’s enterprise systems using VertexAI and increased conversion rates by 19% while reducing order cancellations by 86%.

Though the immediate results are impressive, the long-term impact is what matters most. The work empowered the brand with a new and highly scalable capability that harnesses the power of AI in direct service of important business goals. They now have a completely bespoke solution that connects their once siloed enterprise systems, enabling them to uncover new insights and efficiently act on those insights to maximize business results.  

The AI agent era is here and for organizations building on Google Cloud, there are many opportunities to develop custom AI solutions and tap into new products like Agentspace to unlock competitive advantage for years to come. Whether you’re a growing brand or a global enterprise, AI agents and custom AI solutions can transform how you market, operate, and compete.

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