Jack Dorsey's Buzz: group chat with AI agents taking on Slack

Buzz: what's new since Dorsey's announcement

On July 21, 2026, Jack Dorsey introduced Buzz , a group chat platform designed for work environments. The news, reported by TechCrunch , describes a product that puts humans and AI agents on an equal footing in conversations. This isn't just some sidebar assistant. In fact, AI agents are full-fledged participants in communication channels.

Dorsey is no stranger to challenging established platforms. However, this move has a clear logic. Slack and Microsoft Teams have integrated AI incrementally, as an extra layer on top of an existing architecture. Buzz, on the other hand, was built with AI as its foundational element. As a result, the difference is not just about features, but about the whole paradigm.

For marketing and digital managers at Italian companies, the big question isn't whether Buzz will replace Slack tomorrow. The real question is: will this model reshape what we expect from collaboration tools over the next 18-24 months?

The AI agents setup in everyday work chats

Understanding Buzz first requires clarifying what it means to have an AI agent in a team chat. An agent doesn't just answer questions. Instead, it can execute tasks, retrieve data, send notifications, and update external systems autonomously. So, in a channel dedicated to a Google Ads campaign, an agent could flag budget changes, suggest optimizations, or generate reports without anyone explicitly calling it.

This setup totally matches the direction that Gartner identifies as agentic AI : systems that act proactively within defined workflows. Because of this, Buzz isn't just a smarter chat. It's an attempt to make the conversation layer the command center for digital work.

For teams of Digital marketing , this has direct implications. Today, content approval workflows, campaign management, and reporting live on separate tools. Moreover, they require continuous manual handoffs between platforms. An environment where agents operate in the same team chat could significantly reduce this fragmentation.

Instant impact on marketing workflows and teamwork

The most direct impact hits your day-to-day workflow setup. In a lot of Italian SMEs, getting content or a campaign signed off means bouncing between emails, Slack messages, Google Drive comments, and project management tickets. Because of this, approval times drag out and it gets hard to keep track of who said what.

Buzz proposes an alternative model. However, it is still too early to evaluate its practical effectiveness. Technical details on the agent architecture, available integrations, and pricing models are not yet fully public. Hence, any operational assessment remains preliminary.

What is already clear, though, is where the market is heading. Even Harvard Business Review analyzed how AI agents are reshaping collaborative work processes. Therefore, Buzz isn't an isolated phenomenon. It's the acceleration of a trend already underway.

For marketing managers, the areas most impacted in the short term include:

• Content approval workflow : agents that verify brand compliance, suggest revisions, and track versions directly in chat.
• Campaign monitoring : instant heads-ups on performance hiccups in the google ads campaigns or in LinkedIn campaigns , without having to open separate dashboards.
• automated reporting : weekly summaries generated by the agent and shared in the team channel, ready for discussion.
• SEO and copywriting : agents that support the process of SEO copywriting with helpful tips right when you're planning your content.

Still a work in progress: what's missing before jumping into Buzz

Despite the buzz that Buzz generates, there are critical aspects that digital leaders should consider before even thinking about adopting it. First of all, the platform is just launching. Therefore, product maturity, API stability, and the quality of integrations with existing tools still need to be tested in the real world.

Furthermore, the issue of AI agents governance is key. In regulated business environments, having agents that operate autonomously in shared channels requires clear policies on permissions, action logs, and accountability. Therefore, companies will need to define these frameworks before moving forward.

Another thing to think about is migration. Moving a team from Slack or Teams to a new platform has real costs: training, setting up integrations all over again, and losing past chat history. So, you can't just make the call because something new and shiny catches your eye. It's got to be based on a real cost-benefit breakdown.

Finally, the market for AI-native collaboration tools is getting crowded fast. Besides Buzz, there are already initiatives from established players like Slack with its AI features and Microsoft Copilot integrated into Teams. Contrary to what it might seem, Dorsey is not entering an empty market.

Strategic reading for Italian SMEs

For Italian SMEs and mid-market companies, the launch of Buzz has a signaling value rather than an immediate operational one. In fact, the platform is not yet available in a stable version for the Italian market, and details on localization and enterprise support are not confirmed.

However, the strategic signal is clear: the market expects collaboration tools to become AI-native by 2027-2028. Consequently, companies that today have fragmented marketing workflows across disconnected tools will find themselves at a competitive disadvantage as competitors adopt more integrated environments.

In SHM Studio we already work on architectures of Applied AI that anticipate this scenario. Designing workflows where automated agents and human teams collaborate smoothly is an integral part of the projects at Digital marketing that we follow. Therefore, the arrival of Buzz is no surprise, but rather a confirmation of the direction we recommend to our clients.

The concrete actions a marketing manager can take today include:

• Map team workflows that could benefit from AI agents integrated into operational communication.
• Check out the integrations already available on Slack or Teams with tools from SEO and web analytics .
• Define internal policies on AI agent governance before adoption becomes urgent.
• Keep an eye on how Buzz evolves over the coming quarters, with no rush to switch over.

Looking ahead: where this is all heading by 2027-2028

The most interesting horizon isn't Buzz itself. It's what its launch anticipates for the 2027-2028 period. Therefore, it's worth looking ahead to three plausible scenarios.

In the first scenario, Buzz gains traction among startups and tech-forward teams. As a result, Slack and Teams speed up native integration of AI agents to defend their market. The outcome is a convergence toward common standards of interoperability between agents and collaboration platforms.

In the second scenario, Buzz doesn't take off as a standalone product. However, its model gets acquired or replicated by a bigger player. Similarly to what happened with other innovations by Dorsey, the impact could be indirect but significant.

In the third scenario, the market splits. On one hand, enterprise platforms with robust governance and certified integrations for regulated industries. On the other hand, more agile tools for creative and marketing teams. In this case, choosing the right tool becomes a strategic decision tied to the company's profile.

In all three cases, getting your ducks in a row matters more than picking the exact tool. So, investing today in setting up AI-ready processes is the smartest move. To dive deeper into how to set this up, the team at SHM Studio is available for a dedicated consulting . Furthermore, on our Blog let's keep an eye on how these tools evolve with up-to-date analyses.