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Agentic AI for Wedding Pros

Since ChatGPT launched in late 2022, wedding pros have been experimenting and building workflows with AI tools that can summarize emails, organize work, and spin up content with a click. Similarly, couples have been using AI to help plan their weddings.

Now a new kind of AI has arrived, and this one is more autonomous. It acts on its own, navigating the entire shopping journey with less human help. This is agentic AI, and it’s the next big shift in how consumers discover and evaluate products and services—and ultimately transact—and how this new couple behavior may impact wedding pros and their businesses.

What is Agentic AI?

Most vendors are familiar with generative AI—tools that help write emails, brainstorm ideas, or create content when you ask. Agentic AI goes a step further. It uses those same tools, but then acts on the results—following up, organizing tasks, and adjusting based on what happens next. Think of AI agents as digital assistants that think ahead and take action. Unlike generative AI, which waits for a prompt and needs explicit instructions, agentic AI:

• Looks around. The AI gathers information from different places—emails, websites, calendars, lists—to understand what’s happening.
• Thinks it through. It connects the dots, figures out what matters, and decides what should happen next.
• Makes a plan. The AI breaks a bigger goal into smaller tasks and lines them up in the right order.
• Takes action. It does the work—sending messages, organizing information, booking steps, or moving things forward.
• Learns as it goes. If something works (or doesn’t), the system adjusts so it gets better over time.

For example, you might ask ChatGPT Agent to add all the items you need for a tablescape design to your Amazon cart. Here are some common agentic AI tools to know: 

• Amazon Rufus: Recommends products, tracks prices and can auto-purchase items.
• Walmart Sparky: Predicts needs, organizes lists and completes multistep workflows.
• ChatGPT Agent: Plans tasks, pulls information from tools and executes projects.
• Perplexity’s Comet & Claude for Chrome: AI “browsers” that roam websites, gather info and act on your behalf. 

These tools are “agentic” because they act autonomously across multiple steps rather than waiting for commands between each stage. In short: AI agents keep the ball rolling while you focus on the bigger picture, like an ultra-organized assistant that never needs a coffee break.

How Couples and Pros Are Using Agentic AI Today

Agentic AI can spot patterns, anticipate next steps, and jump into action, making it a natural fit for wedding planning.

How Couples Use AI Agents

Couples have already been using AI to help plan their weddings, and agentic AI takes that a step further. These tools can help couples organize ideas, anticipate next steps, and simplify decision-making across a complex planning journey.

Agentic AI may eventually help couples find wedding pros too, by evaluating multiple options at once, summarizing information, and presenting recommendations that fit a couple’s style, budget, or theme.

How Wedding Pros Use AI Agents

For vendors, AI agents act as workflow assistants. They can take on repetitive tasks like scheduling, tracking lists, or managing logistics, so pros can focus on connecting with clients and doing the work they love.

And this isn’t theoretical. Event and meeting professionals are already using AI tools to automate check-ins, streamline communications, and optimize logistics. These same tools can benefit wedding planning. AI can quietly smooth the process behind the scenes, giving vendors more time for the personal touches that couples remember most.

Understanding Agentic Risks

Agentic AI is powerful, but autonomy comes with responsibility. Because these systems can act independently, poorly configured agents can make incorrect assumptions, share outdated information or take actions that don’t align with your intent. This can lead to agents going “rogue” and causing confusion, errors or unintended outcomes.

For wedding pros, this means:

• Always reviewing automated communications
• Setting clear boundaries on what AI tools can and can’t do
• Keeping your public and internal information accurate so agents don’t make bad decisions on your behalf

Agentic AI works best when paired with human oversight. Think of it as a junior assistant who is incredibly capable, but still in need of guidance.

What This Means for Vendor Discovery

Couples aren’t just browsing websites anymore. Increasingly, they’re delegating parts of their planning to AI tools that can search, compare, and summarize options on their behalf. As these tools become more common, AI agents begin to influence which vendors couples see first—and which ones they may never see at all. Discovery is no longer just about ranking in search results or standing out on social media; it’s also about how clearly your business can be understood by machines.

Couples aren’t just browsing websites anymore. They’re sending AI agents out like well-trained scouts to compare vendors and report back with recommendations. Agents can evaluate multiple vendors at once, summarize options and highlight those that best fit a couple’s style, budget or theme. In other words, AI agents will increasingly influence which businesses couples see.

Vendors who prioritize showing up stand to win the most.

How Vendors can Prepare for AI Discovery

For wedding pros, the lesson is clear: AI tools will soon shape couples’ first impressions of your business. That’s not a threat, but it does mean your web presence needs some extra attention.

AI agents rely on clear, structured information to surface the right vendors at just the right moment. Common issues that limit visibility in AI search include vague copy, outdated Storefronts and websites, and only relying on social platforms that AI can’t always read as easily.

Your Storefront or website is often what AI agents see first. To stay visible:

1. Make your information easy to scan. Clearly list your location, services, pricing and style.
2. Keep your portfolio updated. Use descriptors like venue type, season, colors and style so AI knows where you fit.
3. Stay consistent everywhere. Ensure your website, WeddingWire Storefront, Google Business and social media tell the same story.
4. Use natural, specific language. Include phrases that couples actually search for, such as city, service category and style. 

Clear, well-structured information helps both couples and AI agents quickly understand what you offer.

Hear from Wedding Pros: “The Tools we Actually Use”

Beyond discovery, agentic AI is already helping wedding businesses run more smoothly, and it’s often embedded inside tools pros already rely on. 

Matt Radicelli, founder of Mentor Pods and a wedding industry AI educator, points out that many of the strongest agentic experiences today live inside CRMs, not flashy standalone apps. “Conversational AI is now fully integrated into most CRMs,” he explains. “Many of my clients use GoHighLevel, where AI handles initial conversations and appointment setting without constant oversight.”

Nora Sheils, founder of Rock Paper Coin, sees similar value in automation that adapts based on client behavior. She relies on Finn, an AI agent built into Intercom, to answer common FAQs for members of her community. “If someone isn’t fully satisfied, a member of our team will jump in to help,” she explains. “Finn learns from those interactions and gets smarter every day.”

The result? Faster responses, happier clients, and a better work-life balance for her team.

From AI to “I Do”

Agentic AI may feel like a big change, but it’s just the next step in how couples plan and how pros run their businesses. Like social media or online reviews before it, AI is simply a new way to showcase your work and reach clients who need help planning their special day.

The bottom line? AI doesn’t replace the human touch. It amplifies it, helping wedding pros work smarter, connect better and deliver experiences that couples never forget.

For a deeper look at how wedding pros are using AI in the real world, check out AI for the Wedding Industry: A Vendor’s Guide to Best Practices.

Photo: Nate Shepard