ROI means comparing the results of your agents to what was happening before.

Take influencer marketing campaigns as an example. They require a lot of people and a lot of manual work: searching for influencers, matching them to the brand, writing and sending emails, replying, negotiating, and sending products.

Before AI, companies hired large teams to handle all of this.

Every one of those tasks costs money, which means every one can be measured. How much does an hour of influencer search cost? How many influencers can someone find in that hour? How many are actually suitable for the brand? How long does it take to add them to a spreadsheet, write the outreach, and personalize the emails?

There are two ways to measure whether AI agents are producing a return. The first is whether the cost per unit goes down in a meaningful way. The second is whether the company can do more of the work.

We tend to think about AI from a cost-reduction perspective, but the growth perspective is even more important. If you can grow your operations without growing your team proportionally, you can become a leaner company capable of doubling, tripling, or quadrupling the business without doing the same to your costs. That can also increase the valuation of the company.

That is ROI. But you need to demonstrate it with actual numbers, not by saying, “My team is using AI.”

A proper implementation of AI agents should produce a measurable increase in productivity. It is not intangible.

Bora Celik
Founder, Gentic

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