For core business automations, agentic AIs that "guess" are expensive and unreliable. A superior approach uses tools that convert natural language into deterministic, code-like workflows, which run consistently and use AI only when necessary.

Contrary to the vision of free-wheeling autonomous agents, most business automation relies on strict Standard Operating Procedures (SOPs). Products like OpenAI's Agent Builder succeed by providing deterministic, node-based workflows that enforce business logic, which is more valuable than pure autonomy.

To control spiraling AI costs, teams should first determine if a task can be solved with deterministic, rules-based logic. Using AI for problems that have a straightforward, non-AI solution is an inefficient use of resources and introduces unnecessary variability and expense.

Don't replace reliable, rules-based automation with probabilistic AI. Instead, use AI for tasks requiring reasoning over unstructured text, like mining job descriptions for buying signals. This is where AI excels and traditional if-then logic fails due to its rigidity.

Separate AI's role. Use an AI assistant to write reliable, deterministic code for structuring data (e.g., pulling Slack messages via API). Then, apply a live AI model only for the subjective task, like categorizing message urgency. This hybrid approach creates a more robust and controllable system.

Don't default to AI. A simple rule-based system (heuristics) is superior when results must be fully explainable (e.g., tax software), when clear domain rules already exist, when data is limited, or when development speed is the absolute top priority.

Pega's CTO advises using the powerful reasoning of LLMs to design processes and marketing offers. However, at runtime, switch to faster, cheaper, and more consistent predictive models. This avoids the unpredictability, cost, and risk of calling expensive LLMs for every live customer interaction.

While autonomous AI agents generate significant hype, their real-world business value is currently limited and unreliable. Marketers should instead focus on building deterministic AI automations—workflows with a clear, predefined sequence of steps—which deliver consistent and valuable results for specific marketing tasks today.

Complex but repeatable GTM tasks like data enrichment and waterfalling do not require a resource-intensive, non-deterministic AI agent. A reliable and cheaper deterministic automation is superior for these core functions because you want the same, predictable result every time without unnecessary agency.