Singapore — SAS has announced an expansion of agentic artificial intelligence (AI) capabilities within its Customer Intelligence 360 platform, introducing specialised AI agents designed to work alongside marketing teams.
The company said the new capabilities are intended to help marketers work across audiences, customer journeys, decisioning and execution while maintaining transparency, governance and human oversight.
SAS said its approach is centred on using AI to support human expertise rather than replace it. The company highlighted three principles for its agentic AI strategy: operating within trustworthy AI principles, maintaining human-in-the-loop control and integrating AI into existing marketing workflows.
Rather than relying on a single AI system, SAS Customer Intelligence 360 uses a multi-agent architecture in which individual agents are designed for specific tasks. According to SAS, the agents can work across existing capabilities including audiences, journeys, destinations and marketing decision-making to retrieve information, make recommendations and support execution under human supervision.
The company said the system is designed to help marketers improve the speed and scale of campaign and customer-engagement activities without removing human oversight.
SAS 360 Agent coordinates specialised agents
The SAS 360 Agent acts as a supervisory layer for the platform’s specialised agents, including the Audience, Journey, Email, Search and Recipes agents.
SAS said the supervisory agent is intended to coordinate activities across customer data, marketing AI and journey execution, reducing the need for marketers to work across multiple tools and interfaces.
Journeys Agent supports campaign creation
The Journeys Agent is designed to help marketers build customer journeys using text briefs, images and conversational prompts.
The agent can retrieve relevant audiences, events and touchpoints before assembling a journey structure based on the marketer’s requirements and established practices. SAS said human-in-the-loop checkpoints are included during the planning and creation process.
The system also generates SAS code for the resulting journeys, which the company said is intended to help make them ready for production and deployment.
“The Journey Agent has strong potential to streamline campaign creation and improve efficiency at scale, particularly when managing complex, multi-market campaigns. We see clear opportunities for it to enhance automation and simplify workflows as it continues to evolve,” said Eleonora Parlatore, Head of Creative Services and Operations at Global Blue.
Search Agent provides conversational access to data
SAS has also introduced the Search Agent, which allows marketers to ask operational and performance-related questions within the Customer Intelligence 360 environment.
The capability initially covers tasks and audiences, with SAS saying its scope will expand to other areas of the platform over time. Rather than requiring users to navigate dashboards and menus, the agent provides contextual responses based on data within the Customer Intelligence 360 environment.
SAS said the expanded agentic AI capabilities are intended to give marketing teams more direct ways to work with the platform while retaining human control over AI-assisted activities.
