While many companies are currently leveraging AI agents for task-oriented functions that operate within defined parameters and require human input, TapClicks’ more sophisticated and mature enterprise clients are looking towards the future of agentic AI. This pursuit of greater autonomy introduces a new level of complexity that needs a robust orchestration layer.

The evolution from simple AI agents to higher-level, autonomous agentic AI systems is a significant paradigm shift, as highlighted by the quote: “Agentic AI systems represent a paradigmatic shift marked by multi-agent collaboration, dynamic task decomposition, persistent memory, and orchestrated autonomy.” (https://arxiv.org/abs/2505.10468). This shift is precisely where TapClicks is focusing its efforts in the MarTech space, with AI orchestration at its core.

At TapClicks, our evolution involves moving along an “autonomy slider.” Currently, many of our clients utilize standalone or lightly connected AI Agents, where human oversight (human-in-loop) remains a critical component. However, as we push this slider towards increased autonomy, we envision a future where the system can make decisions, adapt to new information, and pursue goals with minimal human intervention.

This higher level of agentic AI, which TapClicks is building towards, inherently includes AI orchestration. It’s much more complicated to execute than traditional AI agent deployment because it requires considering numerous factors, including:

• Multi-agent communication: Ensuring different AI agents can effectively communicate and collaborate.
• More nuanced interaction: Managing complex interactions between various AI components. 
• Underlying infrastructure: The system needs the right infrastructure in terms of APIs, data governance, performance, and auditability.

As a “system of records” in the MarTech space, TapClicks is uniquely positioned. Our extensive data and context are invaluable assets that will guide this orchestration, enabling us to build a sophisticated agentic AI layer for our clients. This strategic move allows us to move beyond basic automation to deliver intelligent, context-aware agents that can operate with increasing autonomy across an enterprise’s marketing operations.