The new players: Intelligent agents and the future of business

Artificial intelligence is entering a new phase. While chatbots and generative AI have been at the forefront of discussions, a new generation of intelligent agents is emerging as key players. These agents, designed to operate autonomously across various environments, are transforming commerce, customer service, and logistics. But what does this shift mean for businesses and society?  

At the 4YFN event during MWC Barcelona, an expert panel delved into the opportunities and challenges of this evolving AI landscape. The conversation featured Xavier Amatriain, VP of Product (AI and Compute Enablement) at Google; Omar Puertas, AI Expert and Partner at Cuatrecasas; Rosa Martínez Torres, Artificial Intelligence Manager at CaixaBank Tech; and Sergio Álvarez-Napagao, Lead Researcher at the Barcelona Supercomputing Center. The discussion was moderated by Esteve Almirall, Professor in the Department of Operations, Innovation and Data Sciences at Esade. 

Understanding intelligent agents: beyond AI models

Xavier Amatriain addressed a common misconception in the industry: the difference between AI models and intelligent agents. “Everybody talks about agents, but nobody truly knows what they are,” he remarked.  

While AI models generate outputs based on data, intelligent agents integrate models, tools, and external signals to act on the world. They are not just reactive but possess a form of long-term reasoning, making decisions beyond immediate responses. The real challenge, according to Amatriain, lies in designing these agents with proper access to tools and data that make them genuinely useful for companies. 

When AI is seen as a new form of professional intelligence, it becomes both transformative and irreversible

While many still view AI as a tool for automation, Omar Puertas sees it differently. “AI as an assistant or copilot is a distraction. We are instead reasoning with the technology, that is the real transformation.” AI is emerging as an active thought partner. Rather than simply accelerating existing processes, AI can fundamentally alter the way organizations think about their operations.  

"If AI is merely used as a productivity tool, it won’t be transformative. But if it is seen as a new form of professional intelligence, it becomes both transformative and irreversible," he added. AI's true value lies in its ability to enhance human thinking. For instance, it can generate multiple counterarguments based on specific criteria, allowing professionals to explore perspectives they may never have considered. 

Consider the legal sector. AI is not just executing tasks but critically assessing arguments, strategies, and reasoning structures. This transformation enables businesses to embed AI in their decision-making, moving beyond efficiency gains to true cognitive augmentation. 

Transforming banking with AI-driven decisions

Banking has always been at the forefront of AI adoption, from fraud detection to automated customer interactions. However, as Rosa Martínez highlighted, the rise of generative AI is shifting the paradigm. "AI tools are no longer exclusive to tech teams; they are now accessible to almost anyone." 

One of the biggest impacts is in customer service, where AI models are able to respond to complex inquiries in structured and insightful ways. Beyond customer interactions, generative AI allows banks to take a more proactive approach, identifying customer needs before they arise and offering personalized financial solutions. 

However, Martínez emphasized that companies must use AI purposefully. It's important to determine where generative AI should be applied and where other technologies might be more appropriate. Additionally, businesses must be adaptable, as AI models evolve rapidly. The key to success, she noted, lies in high-quality data: "Accurate, comprehensive, and extensive data are fundamental. Not all organizations are at the same level when it comes to data readiness." 

The challenges of transparency and accountability

Álvarez-Napagao provided insights into the forefront of AI development. While we now have generative models for nearly everything, the defining feature of intelligent agents is their ability to perceive and interact with their environment in specific ways. Álvarez-Napagao, who has researched intelligent agents for years at the Barcelona Supercomputing Center, highlighted a major inconvenience: “We still don’t fully understand why AI models work the way they do or why they exhibit certain properties.” 

We must think of AI agents as augmenting what we do, but there must always be a human accountable for their decisions

This brings us to one of the most pressing concerns surrounding intelligent agents: accountability. As AI systems gain greater autonomy, the question arises: who is responsible for their actions? Amatriain cautioned that AI does not possess consciousness—nor moral agency. "We must think of them as augmenting what we do, but there must always be a human accountable for their decisions," he said.  

We can consider a hypothetical example of a company training an AI agent to act as a CEO. If such an agent were to make a harmful decision, the issue of legal and ethical responsibility would become highly complex. The same dilemma extends to many other areas where AI-driven decisions are already a reality. What questions arise when AI determines who gets a loan or social welfare? Who gets hired or fired? Or, in even more troubling domains, what happens when a military AI decides what or who is a legitimate target? 

The frontier of AI research: what’s next?

Looking ahead, Álvarez-Napagao suggested that AI agents will soon become deeply embedded in everyday life. “Ten years ago, we couldn’t have imagined the level of AI-generated images we have today.” In his view, within another decade, we may even see household, hospital and care robots capable of planning, moving autonomously, and assisting with daily tasks. However, he stressed the importance of user education: if we don’t properly prepare people for how these agents will interact with their environment, “we risk making significant mistakes.” 

One of the most intriguing discussions centered on AI’s ability to train itself. Amatriain confirmed that the majority of data used to train AI models is now labeled by other AI models. "This is evolving quickly. It's exciting to see that these models are on track to discover solutions to problems we haven’t even considered yet.” For example, they may play a significant role in curing diseases by identifying patterns that humans would overlook. 

This is a brave new world, and it’s happening now

However, this rapid self-improvement also comes with risks. We need to maintain oversight and understand what's happening inside these models. The idea of an unchecked self-improvement loop is concerning, Amatriain noted. While some speculate that certain models have already entered this phase, he emphasized the importance of maintaining human supervision to ensure AI remains aligned with societal needs. 

The future of AI agents

As intelligent agents gain prominence, businesses must adapt to a rapidly evolving landscape. Ethical concerns, transparency, and regulatory oversight will play critical roles in shaping the future of AI. As Amatriain pointed out, "This is a brave new world, and it’s happening now." The challenge for businesses and policymakers alike is to harness the power of intelligent agents while ensuring they serve humanity’s best interests.