Agentic Era Gives Birth to a New Branding Paradigm: Amdocs

Amdocs, a provider of software and services to communications and media companies, released a global study, “Rethinking Brand and Customer Experience in the Agentic Era,” commissioned by Amdocs in collaboration with McCann Tech agency and Coleman Parkes, which explores the impact on brand identity as consumers interact with generative AI-based agents (AI agents) for customer care and sales.  

For decades, brands have fostered loyalty and trust through memorable experiences crafted by human agents and digital interactions. Now, in the agentic era in which AI agents autonomously perform tasks, make decisions, and interact with customers on behalf of businesses and individuals, the branding paradigm is changing, which is particularly significant for service-intensive brands, such as communications service providers (CSPs), financial services providers, and many others. 

As AI technology advances, AI agents are gradually becoming brand representatives—speaking the brand’s language, aligning with its values, and engaging customers meaningfully. In this new landscape, AI is no longer just a tool; it is an essential extension of the brand. Brands must design AI agents that actively shape customer perceptions and uphold brand integrity.

“The agentic era is a completely new era,” said Gil Rosen, Chief Marketing Officer, Amdocs. “Each brand interaction with a customer via AI agents should be seen through the paradigm of brand, context, and customer: What is the brand persona, what is the context of the customer interaction, and who is the customer? In the agentic era, these possibilities are infinite. Is it always the same AI agent persona or does each customer meet another persona depending on the context of the interaction? It’s a question every brand must address because as AI agents evolve, this will fundamentally redefine how businesses interact with their customers and workforce across all channels.”

The global study examined consumer and CSPs expectations for the agentic era, and reveals that consumers are largely open to interacting in the near future with CSPs’ AI agents and have a positive perception of them. 

In fact, 51% of consumers perceive CSPs using AI agents as “futuristic and innovative”. Additionally, 30% of consumers believe that the use of AI agents demonstrates a CSP’s commitment to improving customer service. However, 48% of consumers also express concerns that AI agents could be used primarily for cost-saving purposes.