The Rise of Agentic AI in Production

Agentic AI Is the Future of Creative Production, And It's Already Here

According to McKinsey, one of 2025’s top tech trends is agentic AI. These are systems that go beyond generating content. They plan, reason, and act across multi-step workflows. In advertising, this marks a major shift. AI is moving from being a passive tool to becoming an active creative partner.

Early research is already pointing to agentic frameworks for real-time ad personalisation. These systems can retrieve, adapt, and evolve messages based on live audience data, brand trackers, and cultural signals. In practical terms, AI could support every step of campaign development, from ideation to iteration, while your team focuses on what makes the work uniquely human.

Why This Matters to You

Picture this. Five different storyboards generated overnight. Each one tested against a live database of performance insights and audience cues. The best concept rises to the top and gets refined further, while your creative team spends time crafting the details that make it feel made by humans.

At Imagine This and Made By Humans, we are already testing these kinds of workflows. We are piloting agentic AI inside our production pipeline, using it for storyboard branching, multi-variation scene planning, and synthetic reshoots.

The outcome is faster production, reduced costs, and more space for creative excellence. With AI handling the heavy lifting, your team is free to focus on storytelling, emotional impact, and craft.

Agentic AI does not replace the creative process, it enhances it. It is not about doing less, it is about doing better.