The Sberbank team has launched a multi-agent AI system called "Marcus," designed to assist in performing key functions of modern marketing. "Marcus" is conceived as an autonomous AI agent capable of promptly solving tasks related to big data analytics, media monitoring, preparing communication materials, and evaluating creatives.
"Marcus" is integrated into processes on par with employees: it has dedicated functions, KPIs, and access to context. Each specialist in the department can adapt it to their tasks while adhering to unified brand rules, tone, and objectives.
Vladislav Kreynin, Senior Vice President, Director of Sber's Marketing and Communications Department, emphasized that the team is transitioning into a hybrid era where marketing teams consist not only of people but also of AI agents. In this hybrid model, AI takes on data collection and analysis, offering data-driven solutions and autonomously performing routine tasks, freeing up people for strategy and creativity.
"Marcus" possesses the functionality of a full-fledged employee: every morning it sends out summaries to more than 30 department groups, and upon request, distributes tasks, KPIs, and deadlines across all divisions. It analyzes media and social networks in real-time, evaluates marketing activities based on lovemark drivers, and prepares drafts of press releases, posts, and analytical reports.