About

AI is fundamentally changing the way we work—agents are completing tasks on our behalf, work that used to take hours can now be completed in minutes, the way we interact with computers is changing beneath our feet. With these changes, the limits on great work are lifting. The difference between good and great marketing has always come down to time and attention—time to dig into an account, to question every metric, to actually act on what you find. Agents are giving us the tools to interact with our work at the speed of thought, and as they improve, our work starts to look more like a succession of high-leverage decisions than it does interacting with apps or carrying out tasks manually.

As more of our work becomes decision-making, context becomes everything. Decisions are only as good as what they know. Goals, audiences, competitors, website copy, customer reviews, social sentiment, performance metrics—good decisions need context, and by extension, our agents do too. But having all the context available is only half the battle, good decisions come from being able to identify which context is relevant to include, which context should inform a given decision, how to stitch disparate strands of information together and plot an appropriate course of action—the difficult and often non-linear work that goes into solving a problem, creating meaningful value for customers, or driving a project towards completion.

One of the drawbacks of agent-driven work is that you can ask them anything, start from anywhere, delegate any-and-all thinking to the model. All too often, with nothing to guide us or point us in the right direction, our prompts can run the risk of becoming generic and unhelpful, our agents can end up doing the same research, from the same starting point, in every single thread, and we can arrive at an underwhelming destination even after combing through tons of data. If we ask generic questions, if we fail to provide the essential context needed to make a decision, we can expect to get generic responses, we can expect our output to regress to the mean. Getting the most out of AI becomes a problem of asking the right questions, sharing only the most relevant context with your prompts, and using signals to start from somewhere specific, rather than token-hungry, top-down analyses that overfill your context window and inevitably lead to context rot (a gradual loss of accuracy and quality as your context window fills with noise, redundant history, and conflicting details).

Our focus lies solely on building a product that answers these questions, that knows everything about the business you're managing, that can gather all the data it needs, from whatever source, at the drop of a hat, that routinely scans your accounts for statistical anomalies, that packages any relevant signals for agents to use as an informed starting point, that enhances existing processes with skills and prompts derived from decades of experience, that gives you the flexibility to switch modes and work manually when needed, that connects to your existing tools, that fits into your existing workflows, that automates any work that should be taking up less of our collective time, and perhaps most importantly, that continues to evolve as the world around it does too.

As our work changes, our responsibilities shift, and agents become more reliable, we have to build tools compatible with a world where orchestrating a group of agents becomes the new normal. We need to get things done without friction or steep learning curves, we need vastly different systems and tools to interact with each other seamlessly, we need to lean on agents and allow them to take care of the busywork that commandeers all too much of our time. Most of all, we need to give marketers the space to focus on the things that matter, to leverage their talents to produce positive outcomes, to augment their work rather than replace it, to give them the tools to thrive in a new era of working.

Change is always difficult—it comes with uncertainty and risk, doubts about our role in an ever-changing world, the need to learn new skills and ways of working—but it also presents us with an opportunity to imagine things for the better, to build new processes, to automate away more of the work that steals our time, to create the space to think strategically, and to do more with what little time we do have. As far as the team at Opteo is concerned, we couldn't be more excited to take on this challenge, and work towards building a tool that helps performance marketers continue to produce business-defining value in a new era of working.