SAS has expanded the agentic AI capabilities of SAS Customer Intelligence 360 with specialised AI agents to help marketers improve efficiency, personalisation, and decision-making while maintaining human oversight.
“Agentic AI isn’t about handing control to machines,” said Mike Blanchard, vice president, Customer Intelligence at SAS. “It’s about creating systems that amplify human expertise, one specialised agent at a time.”
Agentic AI capabilities
The new multi-agent system integrates directly into existing marketing workflows and works across audiences, customer journeys, decisioning and campaign execution.
Rather than replacing existing Customer Intelligence 360 capabilities, the agents retrieve relevant data and objects, make recommendations and accelerate tasks under marketer supervision.
The SAS 360 Agent serves as a supervisory layer that coordinates specialised agents, including Audience, Journey, Email, Search, and Recipes agents. It lets marketers work through a unified interface while the agents collaborate across customer data, marketing AI, and journey execution.
- The Journeys Agent: Turns text briefs, images and conversational prompts into customer journey structures. It can identify relevant audiences, events, and touchpoints, and incorporate human checkpoints throughout the process.
- The Search Agent lets marketers ask operational and performance questions in natural language rather than navigating dashboards and menus.
According to SAS, the AI agents are embedded across the full SAS Customer Intelligence 360 experience, designed with human oversight as a first principle, and are governed, explainable and enterprise-ready.
