From Software to Agentic Workforce

By Afif Khoury, CEO of SOCi

When I stepped on stage at ReImagine 2025, I didn’t want to unveil another product.

I wanted to talk about a shift that will redefine how multi-location enterprises market, operate, and grow in the age of AI.

For decades, marketing technology has promised to make life easier. Dashboards, copilots, and countless point solutions were meant to simplify the marketer’s world. Instead, they created new complexity, another set of tools to manage, learn, and maintain.

For multi-location enterprises, that challenge multiplies. Every location has listings to manage, reviews to respond to, and content to localize, all while trying to stay on-brand and on-strategy. Centralized teams can’t scale across thousands of locations, and decentralized ones often lack time, expertise, or consistency. The result? The work that matters most — the daily actions that build trust, drive visibility, and protect reputation — too often goes unfinished.

The truth is simple: software, as we know it today, is no longer enough. We need to rethink the role software plays in marketing and adopt new tools and solutions that match the intensity of the current landscape.

From Tools to Teammates

At SOCi, we believe it’s time to rethink the role of software entirely.  Software shouldn’t just help marketers do the work; it should be trained by marketers to do the job for them.

This is the idea behind our Agentic Workforce.

It starts with what we call the Genius Intelligence, a brand-trained brain of the operations that understands your tone, values, audiences, competitors, and creative standards. It becomes the foundation from which your Genius Agents operate — intelligent agentic teammates that apply that knowledge to execute real workflows across your organization.

They respond to reviews, optimize listings, publish content, and keep every local presence accurate and on-brand, automatically and intelligently.

And because every Genius Agent learns from every action across your network, the entire system gets smarter over time. When one improves, everyone benefits. That’s what we mean by network intelligence at scale.

Putting People Back in Focus

The goal of an Agentic Workforce isn’t to replace people. It’s to elevate them, freeing teams from repetitive tasks so they can focus on what humans do best: creativity, strategy, and building meaningful relationships.

Because when local marketing work goes unfinished — when reviews go unanswered or listings fall out of sync — visibility drops, trust erodes, and growth slows.

Your Agentic Workforce ensures that the work not only gets planned, but actually gets done.

Where We’re Headed

This is the next chapter for SOCi and for the enterprises we serve.  We’re moving from passive software to active intelligence, from systems that wait for a click to systems that take action on behalf of your brand.

The future of local marketing isn’t about more tools; it’s about having an Agentic Workforce that works with you, every day, in your brand’s voice, across every location.

That’s the world we’re building, and it’s already here.