What Agentic AI really does
Agentic AI systems can:
– Plan and manage campaigns across multiple channels
– Target and personalise messages for each audience
– Generate creative ideas for copy and visuals
– Optimise results by learning from live data
This makes marketing faster and more effective. Teams spend less time on routine work and more on creative thinking.
Ireland’s AI moment
AI adoption in Ireland is rising fast. Microsoft reports a 27% increase in use year on year. 91% of organisations are exploring AI. Still, smaller firms lag behind. Only 15% of Irish SMEs use AI tools often. Studies by PwC Ireland and Irish Tech News highlight both potential and caution. Public trust remains low, with just 54% of Irish adults having tried AI. The EU AI Act will soon demand strong transparency and data control. This means early adopters can gain an advantage by adopting agentic AI responsibly.
Why Agentic AI matters now
- More personal campaigns that adapt in real time
2. Smarter use of budget for higher ROI
3. Faster responses to changing trends
4. Better teamwork between people and AI
5. Stronger competitiveness in crowded markets
McKinsey predicts that agentic systems could lift marketing productivity by up to 40%.
The most successful brands will mix technology with humanity. Automation will power results, but creativity will drive trust.
How to prepare your brand
1. Start with small AI pilots
2. Train teams in AI tools and ethics
3. Set brand rules for tone and style
4. Work with experts who understand both design and data
Our take on Agentic AI
Agentic AI in Marketing is already here. It will shape how Irish businesses grow, connect and compete. By combining data, design and creativity, your brand can lead this next wave with confidence.
At The Smart Group, we use AI to enhance performance, not to replace people. We harness intelligent tools to analyse data, automate repetitive tasks, and accelerate creative testing so our clients can scale faster. But we don’t hand creativity, storytelling, or strategy over to algorithms. Every campaign, design and message still comes from human insight, guided by experience, empathy, and intuition. AI helps us work smarter; our people make the work matter.
External Sources
Microsoft Ireland Work Trend Index 2025
