Have you heard about Manus AI yet? It’s a new ‘agentic’ AI system created in China that can act without human guidance. While it’s not perfect yet, there are examples of Manus creating websites and putting them up online (including hosting) in minutes – after one simple prompt. It can also perform social media research, write strategy documents or book event tickets with minimal intervention from you.
It’s all very impressive, but what does it mean to us as marketing leaders? Will the power of Manus AI (and other agentic AI systems being developed right now) transform the way marketing teams work? Or are the risks too great? Let’s take a closer look.
What can agentic AI do?
Firstly, it’s important to say that Manus AI has generated a lot of attention in the tech industry because it’s the first agentic AI solution to hit the market. However, you can bet that there are several other applications, notably from the big American tech giants, that are almost ready to go.
What separates agentic AI systems from the generative AI we’re used to is that they don’t just follow instructions. Rather, they identify the steps they need to take to perform a task and then carry it out, adding criteria they understand are necessary but that you might not have told them about. Manus interacts with the Internet, open-source software, and APIs, so if it can be done online, Manus can probably do it without you needing to get involved at all.
Of course, with new tech like this, there are a few issues waiting to be ironed out. Users have reported delays with answers, confusing responses and frustrating glitches. Using it in your marketing team today would probably produce poor content or inaccurate insights that undermine your reputation.
But still, Manus and agentic AI will have a massive impact on marketing teams sooner rather than later.
Manus in marketing
Assuming Manus AI gets its accuracy issues fixed so it can be used reliably, the benefits for marketers could be massive:
- Manus could make repetitive tasks like SEO audits, social media planning and customer segmentation a thing of the past for humans
- It could enable teams to combine multiple martech tools into one agentic application, saving money and time
- Teams could run leaner and still achieve more
It could lead to a shift in the whole way marketing teams operate. Entry-level roles that once centred on content planning, research and data entry could shrink as tools like Manus automate those processes. Instead, marketers will focus on directing their AI systems and checking that their outputs align with strategic goals.
However, before we marketing leaders get too excited, there are risks too. Manus may have many amazing capabilities, but human creativity and emotional intelligence are not included. While Manus can generate content, it lacks the nuanced thinking required for compelling storytelling, emotional resonance and cultural sensitivity. It doesn’t have a sense of humour. Successful marketers will lean into developing ideas that resonate with audiences in ways AI cannot.
There’s also the question of who’s responsible when an AI acting without oversight does something wrong and it leads to consequences in the real world. In the Western world, there are sure to be regulations we’ll have to follow. But who will devise them, what will they be, and will it be too late once they’re here?
Start planning today
Let’s look on the bright side. Agentic AI solutions like Manus could allow marketing teams to create optimised campaigns in hours rather than weeks, adapting them on the fly based on performance data. Teams could automate research, content creation and project management and instead concentrate on developing new ideas or building better relationships. What’s more, you could achieve this all without adding staff.
Yet, relying too heavily on automation carries too much risk. Teams will fare better if they treat agentic AI as an assistant rather than a replacement. Don’t sacrifice your authenticity and destroy trust in your brand just for the sake of faster performance.
The smartest marketing leaders will start building the foundations for agentic AI success today. If you’re happy to, why not try experimenting with Manus AI or a similar tool? Unleash it on a hypothetical task you do every day and see if it does a better job than you. You might be surprised. Then, think about how it could change how your marketing team operates.
If Manus is the turning point, make sure you’re still moving in the right direction.
