ACP

Agent Communication Protocol

ACP (Agent Communication Protocol)

The standardized methods and languages that autonomous agents use to exchange information, coordinate tasks, and trigger actions within multi-agent systems. In the context of modern marketing technology, ACP is foundational to agentic AI workflows, enabling AI-driven tools and assistants to operate collaboratively and contextually across complex digital environments.

An ACP typically defines how agents:

• Discover one another and establish communication channels
• Share structured intents, goals, and data payloads
• Handle negotiation, task delegation, and execution feedback
• Manage state, error recovery, and asynchronous messaging

In Martech applications, ACPs facilitate coordination between agents responsible for campaign orchestration, personalization, data enrichment, and performance optimization. For example, an analytics agent might summarize customer behavior, then pass that insight to a content agent that dynamically adapts messaging based on the findings, all without human intervention.

Popular implementations draw from standards such as FIPA ACL (FIPA Agent Communication Language). However, emerging agent frameworks in AI-native platforms often employ more streamlined, JSON-based protocols optimized for low-latency and natural language task execution.

As marketing stacks become increasingly agentic—featuring autonomous assistants for media buying, customer support, lead scoring, and beyond—understanding how ACPs structure agent interactions will be critical to designing scalable, interoperable AI systems.