Agentic AI: From conversation to action, chatbots to agents.

In the IPA’s IPAi Forum April 2026 issue, the focus turns to Agentic AI – exploring how systems that can plan, decide and take action are reshaping how brands show up across digital experiences.

Bernadette’s Chief Design Officer, Jonny Goodall, contributed to the piece, bringing a design-led perspective on this shift – exploring how, as AI becomes the layer between brands and customers, the challenge is no longer just what a brand says, but what it does. His thinking on Tone of Action highlights how brands can remain visible and ownable by shaping behaviour, not just voice.

It’s a direction we’re actively building towards at Bernadette – designing agentic experiences that don’t just chat – they behave with brand-ownable intent and action.

Read the full article Agentic AI: How agencies are successfully using the phenomenon here to find out more about agentic AI.