How Brands Will Thrive in 2025’s Era of Agentic AI
In 2025, we’re moving from an era where the customer is king, to one where the customer is a partner, co-creator, and integral voice in shaping the brand experience. This is not just a pivot—it’s a revolution in how brands will engage with their communities, and it’s becoming a central strategic pillar for brand success.
Companies like Unilever, LEGO, and IKEA have already pioneered co-innovation by actively listening to their audiences and integrating ideas that deliver real customer value. Take LEGO, for example; their ‘Ideas’ platform invites fans to submit their own designs for new playsets, which are then put to a public vote. Designs with over 10,000 votes move into production, giving fans a say in what hits shelves. This fuels creativity, keeps fans engaged, and provides LEGO with fresh ideas and insights into community preferences.
But the next wave is bigger. It’s about community-first thinking—harnessing advocacy and fandom to drive both creativity and loyalty.
Guinness’ Community-Driven Innovation
Guinness demonstrated the power of co-creation when they invited their fans into the fold to answer a simple question: How do you enjoy your pint outside the pub? This dialogue became the springboard for Nitro Surge, a game-changing product that reimagines the iconic Guinness pour for any setting.
So, what were the results? Nitro Surge launched to massive demand, selling out within days. It wasn’t just a clever product. It was a testament to the power of social listening, rapid iteration, and building from a foundation of passionate fans. By putting its community at the center, Guinness cultivated a day-one audience of superfans who didn’t just buy into the brand—they became ambassadors of it.
In doing so, Guinness transformed its identity. What was once a symbol of a traditional brewing legacy is now a brand that’s aspirational, accessible, and future-focused. By inviting its community to co-create, Guinness not only strengthened its core markets but also opened doors in new territories across Asia and Africa.
This success story isn’t isolated; it reflects a shift in how brands are transcending the noise and creating differentiated customer experiences. They’re making cultural moments that endure by integrating community voices and adopting an agile approach to innovation.
The Path Forward: Connection in the Age of Artificial Intelligence
Another important way brands are beginning to stand apart from the crowd is by fostering authenticity. This is especially important as we march further into the era of agentic AI, referring to systems or programs that can autonomously carry out tasks for a user by possessing the "agency” to take action, make decisions, solve challenges, and more. Agentic AI for brands means consumers will delegate decisions to AI agents, and the battle for brand preference will intensify.
To stay relevant, brands need to establish authentic connections now that resonate emotionally and culturally. AI becoming the middleman is inevitable, and when this happens, the brands that win will be the ones that have already built trust and loyalty with their audience.
Co-creation isn’t just the future; it’s also the present. Those who embrace it will lead the charge into a new era of growth, relevance, and cultural impact.
About the Author
As Executive Director of Growth for Valtech, Rasika Narang brings over 15 years of experience as a growth strategist and innovator. Previously serving as Chief Growth Officer at StrawberryFrog and holding leadership roles at Ogilvy, she led transformative marketing and digital initiatives for major global brands like Philips, IBM, and L'Oréal. Narang also sits on the Board of Directors of the American Marketing Association and is known for her unique blend of agency and in-house marketing expertise.