By Bronwyn Heys, AMI CEO

As marketers, we’ve always sought tools that inform and inspire. But today, we’re standing at the edge of an evolution one where AI doesn’t just help us think, it helps us act and actually perform at our best.

From my perspective, this is more than a technological shift. It’s a profound change in how we approach our craft, our teams, and the value we bring to our organisations.

AI Agents: From Chat to Action

OpenAI’s new ChatGPT Agent is a game-changer. It’s no longer a passive chatbot waiting for prompts, it’s a proactive digital assistant. Equipped with its own “virtual computer,” it can browse websites, fill forms, research trends, craft slide decks, even manage your calendar or automate travel plans.

Powered by breakthroughs like Operator, Deep Research, and Codex, this agent handles complex, multi-step tasks without you lifting a finger. It navigates interfaces, runs code, and synthesises insights with almost uncanny ease.

In my role, I often see marketing leaders stretched thin. The promise here is simple: the work that eats hours of your day could soon take minutes, freeing you to focus on where you add the most value leading with strategy and vision.

Smarter, Safer, More Capable: GPT-5

Alongside this leap is GPT-5, the newest AI model powering ChatGPT. With PhD-level reasoning, improved safety, longer context memory, and adaptive personalisation, it’s a smarter co-pilot for navigating data, storytelling, and strategy.

What excites me most is how accessible this makes advanced thinking. You don’t need to be a data scientist to unlock world-class insights GPT-5 puts that capability in the hands of every marketer.

What This Means for Marketers

• Efficiency at Scale: Imagine briefing your AI assistant midday and returning to polished campaign plans, content drafts, or competitive analyses.
• Strategic Focus: Automating routine work lets leaders spend more time driving creativity, insight, and impact.
• Leveling the Field: These tools democratise expertise, making top-tier strategic thinking available to all.
• Human-AI Harmony: Early data shows agents act safely, seeking approval before irreversible steps.

Where to From Here?

• Experiment Boldly: Let AI handle tasks like booking meetings, drafting outlines, or collecting research.
• Train Smart Mindsets: Our skill development will shift from manual execution to strategic oversight and AI-guided ideation.
• Shape with Caution: We must champion ethical, intelligent deployment always with human supervision.

I believe this is a defining moment for our profession. Those who embrace AI thoughtfully will not only work faster but lead more effectively, make better decisions, and create more impactful marketing with deeper insights that engage and inspire audiences.

A Call to the Marketing Community

At the Australian Marketing Institute, we believe tools should elevate marketers, not replace them. AI agents like ChatGPT Agent and GPT-5 embody that vision smart, intuitive and collaborative.

If you’re ready to explore how to integrate AI into your marketing strategy, I invite you to join us at the upcoming AMI Blueprint event free for AMI members. This exclusive session will unpack the capabilities of AI tools, share real-world applications, and give you a practical roadmap for adopting AI with confidence.

 Register now for the AMI Blueprint virtual event and take the first step in shaping the future of your marketing practice.