Product Repositioning through Behavioural Science: Colgate’s Lessons in APAC

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What Is Agentic AI?


Agentic AI refers to autonomous software agents that can interpret data, reason through complex tasks, and make independent decisions aligned with a specific goal. Unlike traditional automation that relies on rigid rules, Agentic AI adapts in real time based on new information and its surrounding environment.


These agents don’t just execute instructions. They understand objectives, evaluate multiple options, and choose the best course of action, learning and optimizing as they go.


To break it down, Agentic AI systems are:

  • Context-aware:They understand their environment and adjust their behavior accordingly
  • Goal-driven:They pursue objectives rather than follow static instructions
  • Autonomous:They act with minimal or no human intervention


In other words, these aren’t tools. They’re intelligent digital teammates.


Why Agentic AI Is More Than Just Another Buzzword


The transition from traditional AI to Agentic AI is not just a technical improvement. It’s a change in how businesses function and scale.


In the old model, AI needed a human in the loop. You fed it data, gave it rules, and it followed through. Agentic AI changes that equation by acting independently and responding to changes in real time.


According to Deloitte, 25% of companies utilizing generative AI are expected to launch agentic AI pilots or proofs of concept in 2025, with this figure projected to rise to 50% by 2027. These autonomous AI agents will help tackle everything from customer service to operational decision-making.


Here’s why businesses are taking notice.


5 Real-World Use Cases Driving Business Results

  • Customer Support: AI agents can resolve tickets, understand customer tone, and personalize responses based on previous conversations. They escalate only when necessary and learn from every interaction.
  • Cybersecurity That Responds Automatically: Cybersecurity threats evolve fast. Agentic AI systems can detect anomalies, assess risk, and initiate real-time responses to neutralize threats without needing manual intervention. IBM’s Cost of a Data Breach Report revealed that adopting security AI and automation can reduce breach costs by approximately $2.22 million. Beyond cost reduction, Agentic AI plays a growing role in maintaining enterprise-level security and compliance by identifying risks early and ensuring consistent policy enforcement.
  • Real-Time Market Research and Strategy: Agentic AI can scan news, social media, and competitors to provide actionable insights in real time. This helps businesses stay ahead of shifts in market demand and customer sentiment.
  • Retail and Inventory Optimization: Retailers can use Agentic AI to forecast demand, adjust prices, and manage stock efficiently. These systems can make pricing decisions on the fly and offer personalized product recommendations.

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