Playtika VP: AI Agents Will Communicate to Build Future Marketing Organization
Translated & summarized from Calcalist by baba
Nir Kurchak, VP of Marketing at Playtika, announced the company is building an "Agentic Organization" where AI agents communicate with each other to manage marketing. This shift is driven by increasing competition and rising user acquisition costs in the gaming industry. Playtika is integrating its systems and developing AI analysts to improve efficiency and output, aiming to redefine marketing structures by 2027.
The story in 5 lines · by baba
- Playtika is building an "Agentic Organization" where AI agents communicate to manage marketing.
- AI agents are becoming the primary interface for consumers, especially for Generation Alpha.
- Increased competition and rising costs are driving the need for AI-driven marketing efficiency.
- Playtika has tripled creative output with fewer staff by leveraging AI tools.
- The company aims to create the new marketing system for 2027 using AI agents.
Playtika is transitioning to an ecosystem where AI agents communicate with each other to manage marketing operations, according to Nir Kurchak, the company's VP of Marketing. Speaking at a gaming conference hosted by Calcalist, Google, and Playtika, Kurchak explained that the gaming giant's marketing department is undergoing a revolution with the introduction of AI agents capable of independently performing tasks previously requiring human intervention.
Kurchak, who was among the founders of Google's Israeli branch, noted a significant shift in the gaming industry over the past six years. While companies previously focused on expanding target audiences and fostering emotional connections with games, the trend has now shifted towards consumers themselves relying on AI agents. He stated, "For Generation Alpha, the chatbot is their guide." The next stage, he predicts, will involve a brand's agent directly communicating with a consumer's agent.
This evolution occurs amidst increasing industry competition, with falling barriers to game development and a roughly 30% annual rise in advertisers, leading to higher advertising and user acquisition costs. Other entertainment sectors, particularly short-form dramas, are also competing for the same advertising space and users.
In response, Playtika is building what Kurchak calls an "Agentic Organization." He elaborated, "In recent weeks, we have moved to the next stage. We are moving to an ecosystem where the agents talk to each other." Instead of individual employees using separate AI tools, the company is developing an autonomous system where agents perform tasks and coordinate their work. For instance, user acquisition systems analyze campaign performance and suggest improvements, with the goal of increasing automation beyond current employee approvals.
Playtika has integrated its internal marketing system, "Samurai," with other systems to document decisions and incorporate additional capabilities. Another example is "Kori," an AI agent functioning as an organizational analyst, accessible to employees via Microsoft Teams for complex business questions. Kurchak highlighted significant creative advancements, stating that with a workforce reduced by tens of percent, Playtika has tripled its output, making video production accessible with a single click. However, he stressed that quality, not just quantity, is paramount, and the company continues to employ creative staff for original ideas. Kurchak concluded that AI is transforming nearly every marketing role, enabling companies to rebuild their marketing structures and potentially create the new marketing system of 2027 by leveraging AI capabilities and building agent-based organizations.