MUMBAI: Building further on the AI narrative at Goafest 2026, Google delivered a keynote session titled ‘There’s an Agent for That – Excelling in the AI Era’. Satya Raghavan, Director, Marketing Partners at Google India, shared insights into the rapidly evolving AI ecosystem and how businesses can harness AI agents and emerging technologies to drive innovation, efficiency and growth in a dynamic digital landscape.
Highlighting the shift towards an agent-led AI ecosystem and the growing role of intelligent automation in marketing and business transformation, Satya Raghavan, Director, Marketing Partners at Google India, said, “Consumer needs are changing rapidly, with ‘an app for everything,’ and behaviour has moved beyond the traditional funnel as people simultaneously search, stream, scroll, and shop. AI-powered search and ad ecosystems are enabling more contextual and personalised experiences, in a world where six generations can coexist in one household – from Boomers to Gen Beta – and where ‘there is an agent for that’ is becoming the central idea.”
“An agent is essentially a system that performs tasks on behalf of someone else, and in that sense, agencies have always functioned as agents by solving business problems for brands and consumers. AI agents are valuable only when tied to the right use case, helping automate repetitive tasks so humans can focus on higher-value creative work. Brands, platforms, and consumers are increasingly interacting through interconnected agents and sub-agents, from shopping agents that compare and transact on users’ behalf to advertising agents that optimise campaigns in real time”, he added.
Speaking on the transition from generative AI to the emerging agentic era, and the opportunities it presents for marketers and creators, he further added, “We are now moving from the generative era to the agentic era, where you no longer need to know coding – only how to communicate and instruct. The goal of AI is not to replace humans but to help them work faster and smarter, creating opportunities for marketers, agencies, and creators to build specialised agents across workflows. With platforms like Google and partners already deploying ready-to-use agents across media, creative, and advertising functions, the future of marketing will revolve around identifying the right use cases and building intelligent agents around them.”
