The artificial intelligence It has evolved significantly in the last year. The competition in the category has been encounted with the incursion of new players, such as Deepseek, and companies have promoted the optimization of their tools and convert them into a fundamental part of the day to day and advance their efforts towards general artificial intelligence.

In this sense, it is no longer enough to handle basic concepts such as chatbot, prompt or language model. As technology develops and all its ecosystem around it becomes more complex, it is convenient to handle a series of higher ideas That, in addition, they will be key to marketing specialists and the potential use that companies can make of AI to connect with audiences.

Because AI is moving quickly, and not only at the product level. Their growth is forming new relationships between people and technology, and they are taking roots globally and socially, transforming culture and system. That companies understand what artificial intelligence can do by individuals and their reality will be key to business.

In this sense, the WARC consultancy has highlighted four key concepts about artificial intelligence that is necessary to know in order to navigate the business ecosystem in the coming months. Are the following:

Agents

Agents and Artificial Intelligence for AgentS – “Ai Agentic” in English – is the term that is highlighting in the sector due to its relationship with the rise of intelligent agents and their potential to change, among other things, the internet search, assistance in the world of work and the way of buying. Most of these systems are still in initial phases, but the general objective of the industry that is adopted massively and are part of the daily life of people.

Knowing what artificial intelligence agents are is key to understanding how the consumer behavior. According to a recent Capgemini report, 58% of users globally have already replaced traditional search engines with artificial intelligence tools to look for products and services recommendations, which represents a significant increase compared to 25% of 2023.

In this regard, they will charge weight concepts such as “model share” (Share of Model), in reference to the knowledge that the models have of a brand and the number of times mentioned, in relation to other brands of the same category.
Thus, brands must continue working their positioning and notoriety to boost their availability.

Distillation

Until only a few weeks ago, the great artificial intelligence players said that the development of solutions involved large budgets and computational capacity. However, the arrival of the new Depseek models has shown that it is possible to achieve a Good performance by reducing costs.

This is possible thanks to the technique of the Knowledge distillation. As defined by IBM, it is an automatic learning technique that aims to transfer the learning of a large pre -pregnant model, called “teacher model”, to a smaller model, called “student model”. It is used to train a more compact model to imitate a larger and more complex model.

The result is that instead of launching a great model for a consultation, which consumes a lot of energy and computing, a similar performance can be achieved with a fraction of energy. This translates, for example, that the companies of AI can begin to obtain Profitability of your products By reducing costs, and not only “burn” large budgets and investments. In addition, artificial intelligence will do more affordable and accessible For users and, consequently, its adoption will be promoted.

Reasoning

Language models have progressed positively since they revolutionized the market at the end of 2022 with the arrival of Chatgpt. Now the models are able to reason, which allows them to break down the problems and validate conclusions to offer the best final response. That is, now its process implies rules and various areas of logic and uses them similar to human logic, to make its inferences.

This means that the tools now have more capacity to interpret complex language and information, instead of only perceiving keywords and throwing the information they have related to them. Chatbots are now More conversational And that means that they can offer greater value in different areas. Among them, strategic planning, innovation or consulting.

This, in turn, will open the way to Higher AI applications. Thus, it can be used not only as the first contact in customer service, but will serve for the generation of high value ideas. This paradigm leap will require a cultural change in organizations in order to get the most out of advanced reasoning systems.

Education

Although it is not an exclusive term of artificial intelligence, education will play an important role in the development of technology. As you advance, the need to know the AI ​​betterhow it works and its implications will gain weight among consumers. However, in this field there are positions found.

While some parents see how good the prohibition of artificial intelligence tools in schools to prevent students from copying or cheating, others are including solutions in parenting for familiarize to boys and girls with a disruptive technology. The same goes for educational institutions and their vision regarding AI.
However, artificial intelligence is part of user processes. According to a report prepared by Ipsos for Google, 47% of Europeans have used technology for learning in learning and completion of duties.