TL;DR – What You Need to Know in 30 Seconds About the Rise of the AI Manager

• AI creates new leadership roles, not job losses.
• Successful AI managers combine tech knowledge with clear communication.
• AI boosts productivity, creating more jobs and opportunities.
• Invest early in AI literacy and critical thinking to thrive.

Professionals who master the art of managing AI agents are set to define the next era of work.

AI is everywhere right now—and so are fears about job displacement. But take a deep breath; there’s good news! Rather than making human skills obsolete, artificial intelligence is actually paving the way for a new, exciting role: the AI manager.

As AI agents evolve into reliable digital teammates capable of handling complex tasks, the spotlight shifts onto the people who manage them. In fact, the most successful professionals of the future won’t just understand how AI works—they’ll know exactly how to lead, direct, and collaborate effectively with their digital colleagues.

AI as High-Performing Team Members

Today’s AI isn’t just impressive—it’s genuinely useful. In the past few years alone, we’ve witnessed remarkable leaps in capabilities, especially with generative AI. These digital teammates are now expertly handling everything from financial analysis and legal research to content creation and data-driven decision-making.

The next big thing is ‘agentic AI’—digital agents that don’t just assist humans but actively work alongside them with a level of independence. Think about it: consistent, reliable, and tireless digital employees who never need a coffee break. Of course, that might make some of us nervous—who wouldn’t worry about a colleague who can work 24/7 at lightning speed?

But here’s the key: even the best talent needs effective management. AI might be powerful, but it still needs direction, oversight, and human judgement. The professionals who thrive won’t be replaced by AI—they’ll manage teams of digital talent to deliver results greater than anything achievable alone.

What Does It Mean to Manage AI?

Being an AI manager doesn’t mean abandoning traditional leadership skills; it means expanding them. Great managers have always needed two core competencies:

• People management: motivating, inspiring, and guiding human teams. While AI lacks emotions, clear communication and setting precise expectations are still vital.
• Technical management: structuring workflows, delegating tasks strategically, and ensuring alignment towards organisational goals.

Both skill sets are critical when managing AI. A manager of digital agents must understand the nuances of the technology—its strengths, weaknesses, and quirks—while also working effectively with their human counterparts. Just as a great sales manager might stumble managing engineers without understanding their workflows, managing AI requires hands-on technical knowledge combined with clear strategic vision.

Ultimately, being disconnected from practical realities won’t cut it. Leaders in an AI-driven environment must be equally comfortable engaging with technology as they are with strategy and collaboration.

Re-examining the Job Displacement Myth

Fears around AI’s impact often overlook one important economic principle: Jevons paradox. Simply put, when efficiency improves, overall demand frequently increases too. Yes, AI might automate tasks currently performed by humans—but that same efficiency boost can open doors we can’t yet imagine.

Think of the industrial revolution: automation displaced manual labour, but it simultaneously created unprecedented wealth, innovation, and new kinds of employment. Similarly, AI’s efficiency will likely spawn entirely new markets, industries, and roles—like AI agent managers—ensuring that human creativity and insight remain irreplaceable.

How Can We Prepare for This Shift?

Change can be uncomfortable, and the rise of AI is no exception. But the transition doesn’t have to be painful. Here’s how we can adapt:

1. Prioritise Practical Skills in Education

Universities excel at theory but often overlook practical skills that the workplace demands. It’s time to elevate vocational and professional training, the kind traditionally offered by polytechnics or community colleges, to build job-ready skill sets.

2. Embrace AI Literacy in the Workplace

Companies should embed AI literacy into their core training, ensuring everyone—from new hires to senior executives—is comfortable using and collaborating with AI tools. Businesses that invest early in AI literacy will hold a powerful competitive advantage.

3. Take Personal Responsibility for Learning

Individuals, especially those in roles susceptible to automation, need to proactively upgrade their skillsets. This doesn’t mean everyone should become a developer, but learning to confidently use AI, understand digital workflows, and develop critical thinking around tech are essential.

Crucially, becoming AI-literate doesn’t mean blindly trusting technology; it means being savvy enough to challenge it. An effective AI manager must know when to push back against the recommendations of digital teammates, recognising that AI isn’t perfect—it’s only as good as the people who oversee it.

Luckily, resources to build these skills abound: free online courses, corporate training, AI boot camps, and independent learning opportunities are readily available. Your job is to start learning—and keep asking smart questions.

Are YOU ready?

The future belongs to those who adapt, question, and lead the digital workforce. Are you ready to become an AI manager?

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TL;DR – What You Need to Know in 30 Seconds

1. Reluctant 27%: A significant chunk of CMOs have minimal or zero use of AI marketing, citing costs and ethical concerns.
2. High Performers: Businesses that exceed profit goals are widely using generative AI for both creative work and strategy.
3. Cautious Optimism: While some see major wins in campaign analytics, others struggle to find benefits in cost reduction and customer service.
4. Risk of Lagging: Experts warn that slow adoption could leave traditional marketers scrambling to catch up in a rapidly evolving field.

Why Are CMOs Still Holding Back on Generative AI Marketing?

In a world where even your local bakery is dabbling with AI-driven marketing campaigns, it seems a little baffling that some Chief Marketing Officers (CMOs) are still on the fence about generative artificial intelligence (AI). The hype machine is running full tilt, with countless headlines promising a revolution in how we strategise and create marketing materials. And yet, according to Gartner’s latest research, 27% of CMOs report no or limited adoption of generative AI in their teams. What’s going on, and should these marketing chiefs be worried? Let’s explore.

The Reluctant Third

Let’s start with the eye-catching number that’s got tongues wagging across the marketing landscape: 27% of CMOs either aren’t using generative AI at all or are only dabbling on the periphery. Considering we’re several years into the generative AI hype wave, you’d think that figure would be lower. After all, we hear success stories about AI-generated ad campaigns or chatbots that transform customer service on a nearly daily basis. So why the reluctance?

One big reason often cited is the cost. While there are open-source options, enterprise-level tools (complete with robust support and advanced data security features) don’t come cheap. Then, there’s also the legal and ethical minefield: some executives worry about brand risk or data security concerns. If your marketing AI is scraping questionable sources for content, or if it accidentally pinches trademarked materials, the cost could be more than just monetary—it might damage your brand’s reputation.

High Performers Blaze the Trail

If you think generative AI is all hype, you might want to pay attention to the marketing teams who are actually succeeding with it. According to Gartner’s findings, 84% of high performers—businesses that exceed their annual profit growth and marketing goals—are leveraging generative AI for creative development, and 52% are putting it towards strategy development.

These stats matter because they highlight a gap between those who’ve embraced the AI revolution and those who are dragging their feet. High-performing organisations see “creative development” as the perfect playground for generative AI: from drafting copy to brainstorming design ideas, the tech is boosting the volume and diversity of creative work. Strategy development is also getting an AI-powered makeover, with marketers crunching campaign data in record time to find winning formulas.

As Gartner notes, CMOs who ignore the technology “are in a position of greater risk.” It’s not just about keeping up with the Joneses—it’s about leveraging a tool that can genuinely make marketing campaigns more efficient, more targeted, and possibly even more profitable.

Not Everyone Sees the Glitter of AI Marketing

Interestingly, the Gartner research also shows that generative AI’s benefits aren’t universally acknowledged. Over a quarter of CMOs surveyed reported little to no benefit in areas like cost reduction, customer service, and scalability. That’s a bit of a head-scratcher when many of us have been sold the dream that AI would turn marketing teams into lean, mean campaigning machines.

Part of the mismatch might come from inflated expectations. Some CMOs might have imagined generative AI swooping in like a marketing superhero, solving every challenge overnight. As a result, when the reality—training, experimenting, refining—sets in, disappointment can ensue.

It’s also worth noting that 6% of CMOs have no usage of generative AI at all, whereas 21% have only waded into the shallow end. Yet on the other side of the spectrum, around 15% see extremely broad use among their teams. That discrepancy screams caution from some corners and gung-ho enthusiasm from others.

Disruptors and Doubts

Remember those corporate AI solutions that come with hefty price tags? Well, the pace of AI evolution has accelerated massively, especially in Asia. Enter disruptive companies like China’s DeepSeek, which have introduced more affordable—or at least more flexible—versions of AI. They’ve changed the conversation around pricing, data security, and the potential of open-source models.

But not everyone is convinced. A survey by The Wall Street Journal found 21% of IT leaders aren’t currently using AI agents, with reliability being a major sticking point. While that might sound like a small number, keep in mind that these are the folks who sign off on the tech stack. If they harbour doubts, the marketing team’s AI ambitions could remain tethered to a cautionary anchor.

Where Are the Gains?

Despite the reluctance from some, 47% of those who have embraced generative AI are seeing a large benefit in tasks such as campaign evaluation and reporting. This indicates that when deployed properly, AI can absolutely streamline some parts of the marketing machine. Whether it’s quicker insight generation from data analytics or more accurate audience segmentation for targeted campaigns, the gains can’t be ignored.

So, if you find yourself in that 27% who are holding out, consider this: the competitive edge might be slipping away to those high performers who are pairing human creativity with AI efficiency.

Balancing Caution and Curiosity

Let’s be honest: any new technology comes with risks. Data security, ethical boundaries, and steep pricing are real concerns. The key might lie in adopting a balanced approach: start with smaller, safer implementations—like using AI for ad copy testing or initial design mock-ups—before rolling it out to high-stakes areas.

It’s a bit like learning to swim: you wouldn’t jump off the high dive if you’ve never been in the pool before, but you wouldn’t stand on the edge of the pool forever, either.

The Final Word: Ready to Jump In or Watch from the Sidelines?

So, is generative AI in marketing a passing fad or the future of the industry? The data suggests it’s much more than a flash in the pan. High performers are already capitalising on AI’s creative and strategic potential.

The question is: will the sceptics catch up before they’re left behind entirely?

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• Or try Google’s Gemini by tapping here.

TL;DR – What You Need to Know in 30 Seconds

• Pinpoint your core pain points so you know exactly what you want your agent to solve.
• Choose the right tool: collaborative, automation, or social AI agents have distinct roles and strengths.
• Tread carefully: build your agent step-by-step and pilot it before a full-scale launch.
• Keep it human: no matter how advanced your agent is, you’ll need oversight and guidance to make it thrive.

Can AI Agents Can Really Transform Your Business?

Could 2025 Be the Year of AI Agents?

These brilliant, autonomous systems are set to take centre stage by making decisions and executing tasks without the need for constant human prodding. It’s no wonder that savvy business leaders across Asia (and beyond!) are champing at the bit to integrate them into their workflows. After all, who wouldn’t want to delegate time-consuming tasks to an unfailingly efficient digital helper?

But, as with any major tech leap, bringing AI agents into your business isn’t something you do at the drop of a hat. Trust me—my team and I recently built and launched our very own AI agent. The learning curve was steep, and along the way, I discovered a series of crucial steps you can’t afford to skip if you want to do it right. So, get comfy, and let’s explore how these pint-sized powerhouses can transform your operations.

Identify Your Business Needs

Let’s be honest: we’ve all been witnessing peak AI mania this past year. From wacky (and sometimes pointless) inventions like the $3,500 AI-enabled toaster to questionable ChatGPT-authored blog posts, it’s been a rollercoaster. Yet for all the hype, AI genuinely has reimagined the way we work. Its ability to process massive volumes of data and automate complex processes is beyond impressive. In fact, it can be downright revolutionary.

Still, in the rush to try every fancy new AI tool on the market, it’s easy to lose sight of what you actually need.

Phu Nguyen’s point perfectly illustrates the potential scope of AI empowerment in the workplace. But remember, before you throw an agent at every minor problem, sit down and identify the core challenges you face.

Whether you’re looking to speed up customer service response times, reduce operational bottlenecks, or optimise your supply chain, a clear understanding of the problem you need to solve is vital. Otherwise, you’ll risk investing in an agent that creates more headaches than it cures.

Pick Your AI Agent

Here’s the thing: not all AI agents are created equal. Much like your toolbox at home, you’ve got different gadgets for different jobs. You wouldn’t reach for a hammer if you needed to tighten a screw, would you? So, once you’ve outlined your business woes, it’s time to figure out which type of agent can best tackle them. Let’s take a look at three common flavours:

1. Collaborative AI agents
   Picture a small family of AI agents all pitching in to complete a task. AirOps is a great example: it’s a “content orchestration system” that taps into multiple tools and strategies to produce top-notch, SEO-friendly content—overseen by a real human to ensure quality. It’s like having a mini marketing team working 24/7!
2. Automation AI agents
   These whizz-kids can handle entire tasks and processes with minimal (or sometimes zero) human input. Take Otter Pilot from Otter.ai: it automatically hops into virtual meetings, records and transcribes them, then fires off a tidy summary and action items to Slack or email. Essentially, it’s your personal meeting scribe—but one that’s never late, never tunes out, and never complains about taking notes.
3. Social AI agents
   More people-focused, these are the chatty types. They excel at customer support, appointment scheduling, and giving you tailored information without forcing you to scour the web. If you’re dreaming of a kid-friendly, all-inclusive beach holiday that’s within driving distance and under a strict budget, a social AI agent can serve up your perfect itinerary—no more sifting through pages of reviews or questionable travel blogs.

Building And Releasing Your AI Agent

Now, if you’re a non-techie founder and the thought of building an AI agent makes you break out in a cold sweat, don’t worry. There are oodles of no-code resources out there that have your back. According to a white paper recently released by Google, two standout platforms are LangChain and Vertex AI.

LangChain, an open-source framework, is especially handy for connecting Large Language Models (LLMs) to external data sources. Meanwhile, Vertex AI lets you train, deploy, and customise AI models and applications in a snap—perfect for development teams that want to focus on finessing their agents instead of juggling the complexities of model building. You can read more about LangChain here, and visit the Vertex AI Studio here.

However you choose to build your AI agent, make sure you don’t leap straight into a massive, enterprise-wide rollout. Take it step-by-step. Begin with a small pilot, gather feedback, spot any bugs or bizarre behaviours, and fix them before letting your new digital assistant run riot across your entire organisation.

Why bother with this slow-and-steady approach? Well, as Google’s white paper notes, “no two agents are created alike due to the generative nature of the foundational models that underpin their architecture” 2023 Google White Paper on Generative AI. In plain English: your AI agent is going to behave uniquely, and the only way to refine it is through experimentation, feedback, and ongoing tweaking. That’s how you’ll strike gold (or at least avoid a meltdown).

The Human Touch Remains Essential

With all the hype and glittering potential of AI agents, it’s tempting to think: Set it and forget it. But let’s pump the brakes there.

In other words, your AI agent is not a magic wand. Yes, it can supercharge productivity and slash tedious busywork, but it still needs oversight, guidance, and purpose. Think of AI agents like members of your team: train them, guide them, set the right objectives, and you’ll unlock dazzling new levels of efficiency and creativity. Let them run rampant without proper guardrails, and, well, don’t be surprised if something goes awry.

Final Thoughts

AI agents have already begun to reshape the global business landscape. From automating everyday tasks to orchestrating more complex, multi-step projects, they’ve become indispensable for companies looking to stay ahead. But success depends on identifying why you need them in the first place, choosing the right one for the job, rolling it out carefully, and giving it ongoing human supervision.

Will 2025 truly be the year of the AI agent? If current trends are anything to go by, absolutely. Businesses that embrace AI agents with strategy, foresight, and a healthy dose of realism stand to gain a competitive edge in the coming years. Will you be one of them?

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