Artificial intelligence
An AI agent is a system that receives a goal, chooses the sequence of steps to reach it on its own and uses the company's tools, from email to the management system to the warehouse, to carry them out.
What separates it from automation is who picks the next step, and that shifts the governance question from «is the rule well written?» to «how far can it go alone, and who notices when it crosses the line?». In Enrico Giubertoni's articles the agent also appears on the other side of the counter: the consumer delegates search and comparison to it, and the brand ends up talking to a machine that represents its customer.
An example
A company hands payment reminders to an agent: it reads the overdue invoices in the management system, picks a tone, writes to the customer and schedules the follow-up. As long as nobody has written down which customers the agent may chase on its own, the system draws that line one case at a time, and whoever reads the log after the incident is the one who finds out.
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