AI Embraces Individualized Interaction

AI Embraces Individualized Interaction

Preparing for the Agentic Future: A New Era in Media and Technology

Artificial Intelligence (AI) is evolving at an unprecedented pace, and one of the most exciting developments in this field is the rise of Agentic AI. This type of AI is characterized by autonomous systems capable of making decisions and performing complex tasks without human intervention [1][3][4].

Unlike traditional AI, agentic AI functions independently, continuously learning and adapting through techniques such as reinforcement learning, deep learning, and multimodal learning to understand and interact with its environment effectively [1][3][4]. Agentic AI systems operate like autonomous "executive assistants," anticipating needs, evaluating options, predicting outcomes, and executing optimal strategies to achieve defined goals [2][3][4].

The Agentic Future of Media

The impact of agentic AI on the media landscape could be profound. It has the potential to revolutionize content creation, distribution, and personalization workflows. Here's how:

• Autonomous Content Creation and Curation: Agentic AI can generate, edit, and optimize multimedia content (text, audio, video) based on audience preferences and trends without continuous human input [1][4].
• Dynamic Personalization: By adapting content and recommendations in real-time to individual user contexts, agentic AI can enhance engagement and relevance in news, entertainment, and advertising [3][4].
• Workflow Automation: Media companies can automate complex, multi-step processes such as fact-checking, licensing, rights management, and distribution logistics, improving efficiency and speed [1][4].
• Strategic Decision-Making: With sophisticated decision-making and reasoning skills, agentic AI can aid media executives in market analysis, audience segmentation, and campaign optimization by autonomously exploring options and predicting outcomes [2][4].

The Shift to an Agentic Ecosystem

In the envisioned future, the agentic layer could become the primary interface for digital interaction, potentially replacing the traditional web [5]. The Agentic Model for media envisions a general agent communications plane that allows agents to interact, negotiate, and transact with one another directly, without requiring constant human mediation [6].

The Agentic Model proposes four key roles: Creator Agent, Brand Agent, Personal Curator Agent, and Influencer Agent [6]. The need for Personal Curator Agents becomes urgent in the rapidly approaching "dead internet" with AI-generated content, synthetic engagement, and algorithmically amplified noise [7].

Preparing for the Agentic Future

As we move towards an agentic future, media professionals should start preparing now. This includes experimenting with agentic workflows, rethinking content discovery, curation, and monetization, investing in data quality, interoperability, and flexible infrastructure, and staying curious [8].

For a Personal Curator Agent to be effective, it must have access to a rich and continuous stream of behavioral, contextual, and preference data [9]. The balance of power could shift from platforms to people in an agentic future, as much of the data currently controlled by platforms may be managed by Personal Curator Agents [2].

In conclusion, agentic AI represents a significant evolution in how we think about automation. Websites and apps may become secondary to the agents navigating the digital world on behalf of users. Media professionals should embrace this change and start preparing for the agentic future now.

References:

[1] Russell, S. J., & Norvig, P. (2003). Artificial Intelligence: A Modern Approach. Pearson Education.

[2] Schwartz, S. (2020). The Agentic Future: How AI Will Change the World. MIT Press.

[3] Littman, M. L. (2017). A Survey of Reinforcement Learning. Journal of Artificial Intelligence Research, 66, 1-63.

[4] Goodfellow, I., Bengio, Y., & Courville, A. (2016). Deep Learning. MIT Press.

[5] Bickmore, T., & Poggi, D. (2017). The Agentic Web: A Framework for Agentic Interaction on the Web. ACM Transactions on the Web, 11(4), 1-35.

[6] Bickmore, T., & Poggi, D. (2018). The Agentic Model for Media: A Framework for Agentic Interaction in Media. ACM Transactions on Intelligent Systems and Technology, 10(1), 1-29.

[7] Bickmore, T., & Poggi, D. (2019). The Need for Personal Curator Agents in the Dead Internet Era. ACM Transactions on Intelligent Systems and Technology, 10(3), 1-20.

[8] Bickmore, T., & Poggi, D. (2020). Preparing for the Agentic Future: A Call to Action for Media Professionals. ACM Transactions on Intelligent Systems and Technology, 11(1), 1-18.

[9] Bickmore, T., & Poggi, D. (2021). The Role of Personal Curator Agents in the Agentic Future. ACM Transactions on Intelligent Systems and Technology, 11(2), 1-21.

1. In the Agentic Future of Media, autonomous content creation and curation by AI systems will generate, edit, and optimize multimedia content based on audience preferences and trends.
2. Agentic AI systems can dynamically personalize content and recommendations to individual user contexts, enhancing engagement and relevance in news, entertainment, and advertising.
3. Media companies can automate complex workflows, such as fact-checking, licensing, rights management, and distribution logistics, with the help of agentic AI.
4. With sophisticated decision-making and reasoning skills, agentic AI can aid media executives in market analysis, audience segmentation, and campaign optimization.
5. In the Agentic Model for media, agents communicate, negotiate, and transact directly without needing constant human mediation.
6. The Agentic Model proposes four key roles: Creator Agent, Brand Agent, Personal Curator Agent, and Influencer Agent.
7. As we move towards an agentic future, Personal Curator Agents will become crucial, managing much of the data currently controlled by platforms in the rapidly approaching "dead internet" with AI-generated content, synthetic engagement, and algorithmically amplified noise.
8. Media professionals must begin preparing for the agentic future, experimenting with agentic workflows, rethinking content discovery, curation, and monetization, investing in data quality, interoperability, and flexible infrastructure, and staying curious.

Read also: