"We're building the organization of the future, where AI agents will talk to one another."
Nir Korczak, CMO of Playtika, spoke at the Gaming Conference, hosted by Calcalist, Google, and Playtika, about the transition toward an organization where AI agents communicate with each other and execute tasks autonomously. "This year, in the creative domain, we produced three times as much output with a smaller workforce," he shared.
“We are moving toward an ecosystem in which agents talk to each other,” said Nir Korczak, Playtika’s CMO, at the Gaming Conference hosted by Calcalist, Google, and Playtika.
Korczak described the transformation underway in the gaming giant’s marketing department following the introduction of artificial intelligence agents, which can independently perform tasks that previously required human involvement. According to him, the company is no longer content with using standalone AI tools. Instead, it is working to establish a system in which different agents interact with one another and manage significant parts of its marketing operations.
Korczak, who helped establish Google’s Israeli branch, described how the operating environment for gaming companies has changed in recent years. Six years ago, he said, companies focused on expanding their target audiences and turning games into brands with which consumers could develop an emotional connection. Another shift is now underway, as consumers themselves increasingly rely on AI agents. “For the alpha generation, the chatbot is their lights and sounds,” he said.
According to Korczak, the relationship between brands and consumers has evolved. In the past, brands communicated directly with consumers. Later, consumers began rating brands. Now, consumers are communicating with AI agents. The next step, he said, will be a world in which a brand’s agent communicates directly with a consumer’s agent.
This shift is taking place as competition in the industry intensifies. According to Korczak, barriers to game development are falling, while the number of publishers is growing by about 30% a year. The result is rising costs for advertising and user acquisition. Other segments of the entertainment industry, led by short-form drama series, are also competing for the same advertising inventory and users.
Against this backdrop, Playtika has begun building what Korczak calls an “Agentic Organization.” “In recent weeks, we’ve reached a new milestone,” he said. “We are moving toward an ecosystem in which these agents communicate with one another.” Rather than having individual employees use AI tools in isolation, the company is developing an autonomous system in which agents carry out tasks and coordinate their work.
One example involves user acquisition. Playtika operates systems that analyze campaign performance and recommend ways to improve results. Employees still approve some of these recommendations, but the goal is to gradually expand automation. To support this effort, Playtika has integrated its internal marketing system, dubbed “Samurai,” with other systems, enabling decisions to be documented and additional capabilities to be incorporated into the workflow.
Another example is “Corey,” an AI agent that serves as an organizational analyst. “I wanted every one of my employees to have a dedicated analyst,” Korczak said. The system connects to various agents and data sources across the company, allowing employees to get answers to complex business questions. It has been integrated into the company’s Microsoft Teams environment, where employees, studio managers, and senior executives can interact with it directly. “Corey is, for all intents and purposes, an employee,” he said.
A significant transformation is also taking place in the creative process. “This year, with a smaller workforce, we managed to produce three times as much output,” Korczak said. Tasks that previously required substantial investment in video production can now be handled by marketing employees with the click of a button. However, he stressed that producing more content is not enough. “It’s not about quantity; it’s about quality.” The company therefore continues to employ creative professionals to develop original ideas and create differentiation from competitors.
In conclusion, Korczak said AI is no longer limited to producing advertising content but is transforming virtually every role within the marketing department. The capabilities that have emerged in recent months, he argued, are allowing companies to rethink how their marketing operations are structured. “If we all learn to leverage AI capabilities and build an agent-based organization, we will be able to construct the new marketing system for 2027.”
