How to get agentic AI working for your business
Authored by Simon Andrew for Saint Clair’s, Germany. Simon is director of brand strategy, copy and clarity at Saint Clair’s. His professional interests include brand strategy, messaging and storytelling - and how these interface with AI Visibility Strategy, AI-search generative content creation and agentic AI.
Anyone who has even casually used Claude Cowork or observed the advent of OpenClaw will need little convincing that businesses have yet another opportunity to create a sea change in productivity.
“In principle, an AI agent can be trained to do anything a human can do on a computer,” according Irving Wladawsky-Berger, Research Affiliate at MIT's Sloan School of Management as featured in COGNITIVE WORLD.
If your business is properly prepared, you have the opportunity to create unlimited number of low‑cost employees who are incredibly intelligent and incredibly capable.
But it is a big if.
Because you can only get agents working effectively if they have access to the information and tools they need, and competent human oversight too, of course.
With that in mind, the information available on your company’s website is of critical importance in enabling agentic AI – for your own agents and the agents of others seeking to interact with your business.
If you’re like most companies, that’s going to be a bottleneck.
Getting AI to properly understand what your company does, what it offers and to accurately represent your brand takes a lot of work.
However, it’s absolutely worth doing. And it’s an enormous opportunity right now.
Because it’s the key to enabling your very own army of super‑intelligent, super‑capable and virtually free agentic-AI employees.
But, again, they can be no better than the information available on your company’s website.
With this in mind, what tasks could you trust agentic AI to do right now?
What you must have in place for agentic AI to work for you
You have a real opportunity to leap ahead of your competitors if you have a digital environment that can give agents a deep understanding of:
your brand voice,
your key messaging
your brand entities
details of every product and service you offer
answers to common questions and objections around your business
details of your internal processes
your company’s stance on relevant issues
every opinion your founders have ever shared online
anything else a senior‑level team member would need to know.
The above information must be collected, organized, and structured so that large language models can easily access and understand it.
If you have all this in place, congratulations, you are in a position to unlock entire categories of tasks you can trust agentic AI to do.
This is what every company should be building right now.
No ifs, no buts.
It’s the foundation for AI search and agentic digital commerce.
And more and more capabilities will be unlocked automatically as large language models get smarter and more capable.
This takes time and a lot of iteration to get right, so if you want to serve your customers and organisation better and get ahead of your competitors, the best time to start is now.
A more detailed breakdown of what you MUST cover for Agentic AI
1. Your brand voice
This is the distinct personality and "rhythm" of your company’s communication. To get agentic AI working, you must define whether your voice is authoritative, playful, or professional, ensuring the AI represents your brand accurately in every interaction.
2. Your key messaging
These are the core value propositions and "North Star" statements of your business. The AI needs to know exactly what you do and the primary benefits you provide so it can communicate your unique value consistently to customers and other AI agents.
3. Your brand entities
This involves clearly defining the people, locations, sub-brands, and proprietary terms associated with your company. Structuring these entities helps Large Language Models (LLMs) connect the dots and understand the specific "who" and "where" behind your business.
4. Details of products and services
AI agents can only sell or support what they understand. You need exhaustive, structured data on every offering,including features, pricing, and availability,to enable "agentic digital commerce."
5. Answers to common questions and objections
By providing a comprehensive knowledge base of FAQs and handling common pushbacks, you empower the AI to resolve customer concerns independently, moving it from a simple chatbot to a capable sales and support agent.
6. Details of internal processes
For an AI to act as an "employee," it needs to know how things get done. Documenting your workflows and standard operating procedures (SOPs) allows agentic AI to assist with or automate internal tasks effectively.
7. Your company’s stance on relevant issues
This covers the ethical, social, or industry-specific positions your brand takes. Providing this information ensures the AI doesn't hallucinate a "safe" answer but instead reflects the authentic values and opinions of the organization.
8. Every opinion your founders have ever shared online
The collective public wisdom and perspective of your leadership help "anchor" the AI’s personality and decision-making framework, making it a more accurate digital twin of the company's DNA.
9. Anything else a senior-level team member would need to know
This is the "catch-all" for high-level context,strategic goals, industry insights, and institutional knowledge. If a human executive needs this info to make a decision, an AI agent needs it to act with the same level of competence.
In summary:
Saint Clair’s posits that these nine points form the "foundation for AI search and agentic digital commerce." Without this structured data, businesses will face a bottleneck where AI remains a novelty rather than a transformative productivity tool.
If you need help, you’re in the right place. Contact us.