Playtika Shifts to Autonomous AI Agent Ecosystems in Marketing Overhaul
Playtika CMO Nir Korczak announced that the gaming giant is transitioning into an "agentic organization" where autonomous AI agents communicate and manage complex marketing operations.
Playtika is reshaping its marketing division into an autonomous "agentic organization" where artificial intelligence agents communicate directly with one another, according to Nir Korczak, Chief Marketing Officer at Playtika. Speaking at a joint gaming conference held by Calcalist, Google, and Playtika, Korczak outlined how the gaming giant is moving beyond isolated AI tools to build an interconnected ecosystem that automates complex operational workflows.
The Shift to Autonomous AI Agents
Korczak, a co-founder of Google Israel, described how the gaming industry landscape has transformed over recent years. While companies previously focused on expanding audience reach and fostering emotional connections with brands, consumer behavior has evolved significantly. "For Generation Alpha, the chatbot is absolute authority," Korczak noted. He explained that interactions have shifted from brands addressing consumers directly to a future where brand-managed AI agents will negotiate and communicate directly with consumer-facing AI agents.
This technological shift coincides with mounting industry competition. Game development barriers are lowering, and the volume of advertisers increases by roughly 30 percent annually, driving up user acquisition costs. To maintain a competitive edge, Playtika is building an autonomous ecosystem where internal AI systems collaborate without constant human intervention.
Internal AI Innovation at Play:
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Automated User Acquisition: Playtika connects campaign optimization tools with its proprietary marketing platform, "Samurai," allowing systems to analyze performance data and execute campaign improvements.
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Kory the Organizational Analyst: An internal AI agent integrated directly into Microsoft Teams, serving as a dedicated corporate analyst that answers complex business inquiries for employees and studio managers.
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Creative Scale: Leveraging AI tools to triple creative output year-over-year with fewer personnel, while retaining creative professionals to ensure high-quality differentiation.
Concluding his remarks, Korczak emphasized that artificial intelligence is fundamentally redefining every marketing role. By fully embracing AI capabilities and establishing agentic frameworks today, companies can successfully build the next-generation marketing infrastructure for 2027.
