The Agentic Era: When Digital Channels Move from Responding to Resolving

On November 4th, C-Level leaders and decision-makers gathered at the Mandarin Oriental Hotel to take part in The Agentic Era, an exclusive event hosted by OneMarketer alongside Meta. The event demonstrated how agentic artificial intelligence is redefining the relationship between companies and their customers across digital channels, primarily WhatsApp.

The Inevitable Evolution: From Rule-Based Bots to Autonomous Agents

Today’s market presents an undeniable reality: customers are already conversing with AI on a massive scale in their daily lives, and they expect that exact same experience from businesses. However, the standard has shifted radically.

As Max Celedón, Founder of OneMarketer, pointed out during his keynote, we have passed through three key stages:

• Yesterday: The classic rule-based bot with closed decision trees that could only respond to pre-programmed inputs.
• Today: The AI assistant capable of understanding natural language, but limited when it comes to executing concrete actions within corporate systems.
• The Agentic Era: The current standard, where the agent understands context, makes decisions, leverages business systems, and completes the task end-to-end.

With the arrival of Meta Business Agent, the executive question is no longer “how much are we converting,” but rather “how much are we resolving in a single interaction.”

Key Pillars of the OneMarketer Ecosystem

To navigate this new era seamlessly and keep costs under control, OneMarketer presented an architecture built on foundational pillars for enterprise operations:

1. Resolve: Powered by native integration with Meta Business Agent and advanced orchestrators—such as the one implemented for telecommunications client Mi Fibra—the AI acts as an agentic orchestrator. It grasps the user’s need and intelligently routes it between specialized units (billing, negotiation, knowledge base, and support),leaving the context fully prepped should a human representative step in.
2. Transact and Continue: Thanks to Mini Apps within WhatsApp, customers can request quotes, browse photo catalogs, manage shopping carts, and complete secure payments without ever leaving the chat.
3. Build Loyalty: The OneApp Studio tool enables the deployment of branded, native mobile apps connected directly to OneMarketer’s workflows and consoles, featuring fast development timelines and low costs.

A Human Perspective on the Future of Technology

The event also featured an inspiring keynote by Barbarita Lara titled “Hack Yourself.” She reminded the audience that technology, algorithms, and AI are meaningless if they are not deeply rooted in solving real human problems with a clear,defined purpose.

This narrative was put into practice with Mi Fibra’s success story, presented by Francisco Pellegrini, Head of IT Operations, followed by a live technical demonstration led by Solutions Architect Lucas Donaire.

Conclusion: The Time to Act Is Now

The Agentic Era delivered a clear takeaway for boards and executive management: the tech infrastructure is already available, proven, and natively connected to the channels people use every single day. Knowing how to orchestrate these agents will widen the gap between companies that lead their industries and those that fall behind.

Are you interested in bringing agentic automation and Meta Business Agent to your company’s operations?

Contact us at https://www.onemarketer.net/en/contact/