• by Laurie Sullivan  @lauriesullivan, April 14, 2025

Intelligent AI agents that have access to online chat history, critical information and tools to run campaigns and process other actions launched Monday through a company called Make, an automation development platform.

AI agents can be viewed as a language model that developers or marketers can give access to many types of information, platforms and tools.

The AI agent model from Make, released today in beta, determines which tools -- such as Perplexity -- to call on based on preprogrammed authorization. This platform, for example, can connect with omnichannel marketing platform Skai, which integrates with many other apps in just a few clicks.

Earlier this month, Skai introduced a generative AI marketing agent called Celeste AI designed to change how brands and agencies navigate commerce media. Acosta Group, Advantage Solutions, Tinuiti, and WaterWipes were among the first to use Celeste’s advanced capabilities.

The AI agent is in closed beta with about 40 brands and agencies.

Make, which enables marketers to link with Skai, is a no-code integration and automation platform used by more than 200,000 businesses. These agents will allow users to define custom prompts, use scenarios, and handle various use cases while learning and adapting to changing conditions. 

The AI agents use natural language to understand goals and make context-aware decisions, allowing workflows to adjust on the fly. Rather than relying on fixed logic or manually created rules, these agents can respond to changing conditions, access relevant tools and apps, and take action in real-time.

Developers or marketers can use these agents across multiple workflows, customized for any business function, and integrated with more than 2,000 apps and more than 30,000 actions. They also can choose different AI models.

Google, Meta, Microsoft and others all are working on their own platforms. 

Last week, Google announced it had expanded its agentic offering in a development kit with capabilities that offer control on how agents behave. The company said its Agent Development Kit (ADK) can help companies shape how agents think, reason, and collaborate with controls and guardrails, deploy agents directly to production through Vertex AI, and start development with a collection of ready-to-use sample and tools for campaigns.