iFlytek's SuperAgent puts AI at the center of marketing infrastructure
At iFlytek's Global AI-Marketing Ecosystem Conference on January 15 in Shenzhen, the company's AI marketing unit, AIMarX, introduced SuperAgent-an application framework and agentic marketing platform aimed at real, end-to-end marketing work. The message was clear: single-function agents are hitting a ceiling in complex, multi-touch environments.
The throughline across sessions was practical: marketing needs integrated systems, not isolated tools. The focus shifted from flashy demos to operational change that solves data, workflow, and measurement problems.
Why single-function agents stall in the field
Data fragmentation is the main bottleneck, said Ronen Mense, Asia Pacific president and managing director at AppsFlyer. It's a structural issue: as touchpoints multiply, even large brands struggle to stitch data together in a way that supports cohesive decisions.
Marketing teams face a double bind-privacy compliance and real-time decision needs-making trusted, unified data hard to achieve. The challenge grows in global setups spread across markets, platforms, and cultures.
From adding headcount to building systems
"The complexity of global marketing is rising exponentially due to diverse market hierarchies, stark cultural differences, and highly dispersed touchpoints," said Wang Yunxia, vice president of iFlytek's AI marketing business group and general manager of its marketing solutions division. "These are problems that can no longer be solved by simply adding more human labor."
Yu Jidong, senior vice president and president of iFlytek's consumer business group, framed the shift bluntly: AI is moving from a feature to infrastructure. Progress will come from solutions tied directly to day-to-day business pain.
Rewiring collaboration
Traditional marketing teams are siloed-data analysis, creative, and media run in parallel. Intelligent marketing needs cross-functional pods with shared context, shared tools, and clear handoffs.
"Optimizers can quickly pinpoint strategy issues, while creative teams can immediately see which assets are performing well," Wang said. "This unified perspective is changing how teams collaborate."
New metrics for a zero-click, agent-led experience
According to 36Kr, 62% of users no longer click traditional links after receiving AI-generated answers. If that holds, clickthrough and classic conversion rates lose signal, especially in upper and mid-funnel work.
Marketers will need models that reflect trust and long-term value: attention quality, agent-mediated engagement, post-exposure lift, and LTV shifts rather than last-click wins.
B2A2C: brand-to-agent-to-consumer
Li Ping, vice president at iFlytek and president of its AI marketing business group, said SuperAgent is built to move relationships from B2C to B2A2C-brands reaching consumers through AI agents. In this setup, AI serves as a productivity layer and an intermediary that changes how interactions happen.
Think agents as storefronts, concierges, and service reps across channels. For marketers, that means consistent brand voice, compliant responses, and tighter ties between content, commerce, and support.
What marketers can do now
- Fix data fundamentals: Map consent flows, identity resolution, and data lineage. Align privacy with activation, especially under regulations like the GDPR. Learn more.
- Define your agent strategy: List high-impact tasks across the funnel (assist, recommend, qualify, transact, service). Set guardrails, escalation paths, and ownership for training data.
- Break silos with shared pipelines: Create cross-functional pods that connect data, creative, media, and product. Use shared dashboards and real-time feedback loops.
- Upgrade measurement: Track zero-click impact, agent impression share, response helpfulness, and incremental lift via holdouts. Tie these to LTV and retention.
- Prepare content for agents: Structure product knowledge, FAQs, pricing, and policies. Keep sources versioned and machine-readable so responses stay accurate.
- Governance and risk: Maintain audit logs, bias checks, and human oversight for sensitive flows. Build fail-safes for misclassification and edge cases.
- Upskill the team: Train media, CRM, and creative leads to design and manage agent workflows. Consider focused programs like this AI certification for marketing specialists.
The takeaway
SuperAgent points to where marketing is heading: fewer point tools, more integrated systems, and agents acting as the connective layer between brand and customer. The teams that win will treat AI as infrastructure-fix the data, redesign the workflows, and measure what actually moves value over time.
Your membership also unlocks:
