Aprimo Launches AI Agents for Content Ops Scale Automation

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Aprimo has launched new enterprise-grade AI Agents, marking the next step in its embedded AI Agents framework, which has been in use since 2023. Aprimo’s AI agents are designed to automate and optimise manual tasks and decisions at every step of content operations. 

With functionalities like planning, metadata, quality control, brand compliance, content production, and transformation, Aprimo AI Agents enable organisations to create, adapt, and deliver content at scale without increasing complexity.

With a unified agent framework, Aprimo provides one of the most complete, scalable, and reliable AI systems available for modern content operations.

“These new AI Agents represent a major leap forward in how enterprises manage the scale and complexity of modern content operations,” said Kevin Souers, Chief Product & Technology Officer of Aprimo. 

“With Aprimo, organisations don’t just automate tasks, they unlock entirely new levels of speed, consistency, and adaptability. This launch is a milestone in our mission to help global brands move faster and create smarter.”

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Aprimo AI Agents are purpose-built digital workers embedded directly into the platform. They reduce manual work, ensure governance, and power large-scale content transformation across formats, languages, and markets. 

AI Agent Categories:

• Planning Agents – New agents announced include the Campaign Brief Agent and the Content Brief Agent, which use AI to generate strategic campaign and content briefs based on organisational goals.
• Librarian Agents – Automate content typing, taxonomy application, metadata creation, and enrichment. The new Content Typing Agent automatically identifies each asset’s specific type, such as product shot vs lifestyle image, and applies custom taxonomies, provides content-specific experiences, reviews, and renditions.
• Critic Agents – Evaluate tone, clarity, and sentiment to support editorial optimisation.
• Compliance Agents – Perform automated brand and regulatory checks on creative assets. The new Agency Pre-flighting Agent automatically runs pre-flighting style checks against content as it enters the system, or pre-warns agencies about content that may not comply, saving time in review cycles.
• Production Agents – Transform media and text at scale, streamlining content creation, renditioning, and localisation. The Background and Image Editing Agent can now perform complex transformations like programmatically compositing images by combining one or more images with a specific background.

“We built AI Agents to address real-world challenges our customers face every day, such as fragmented tools, slow production cycles, and the struggle to adapt content efficiently,” said Kevin Souers. 

“These agents are deeply embedded, continuously learning, and built for scale. This is not a proof of concept; it’s a fully operational system already delivering impact for Aprimo customers.”

Moreover, Aprimo’s agents are integrated across the platform, from ideation to deployment, enabling fluid, automated progression of work. Each agent is designed to work independently and in concert with others, dynamically adjusting based on context, business logic, and real-time usage data. 

The result is a self-optimising system that adapts to enterprise workflows and scales with content demand.

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