There are several ways to implement AI in sales and marketing operations today. AI agents and chatbots are among the most popular options. Some consider them interchangeable, but they represent fundamentally different approaches to automation.

Chatbots follow scripted conversation workflows. They sit on your site, handle simple inquiries, and qualify leads as they come in, which makes them great for supporting inbound strategies and improving response times.

AI agents, on the other hand, are proactive. They use generative AI to find prospects, send cold emails, and book meetings, often with little or no human intervention. In other words, they give businesses more reach with less effort.

So, which automation type is ideal for which use case? This guide briefly breaks down their key differences and practical applications to help you choose correctly.