"As AI continues to reshape marketing workflows, the power isn't just in individual tools - but in how these tools can collaborate. That's where the Agent2Agent (A2A) protocol comes into play: it is an open standard that enables AI agents to communicate and collaborate seamlessly. For marketers, this isn't just technical infrastructure - it's a competitive edge. What Is Agent2Agent (A2A)?"
"Dig deeper: Agentic AI is about to transform the martech stack - and the way marketers work The Agent2Agent protocol is an open standard originally developed by Google to solve one of the biggest challenges in AI adoption: interoperability. It was officially launched in April 2025 with the goal of making it possible for AI agents - whether built on different technologies, owned by different vendors or serving different functions - to work together effectively."
Agent2Agent (A2A) is an open protocol designed to enable AI agents built on different technologies or owned by different vendors to communicate and collaborate. A2A relies on established web technologies such as HTTP, JSON-RPC 2.0, and Server-Sent Events (SSE), making it enterprise-ready and compatible with existing systems. The protocol aims to solve interoperability challenges in AI adoption and was officially launched in April 2025. Governance has moved to the Linux Foundation to ensure vendor neutrality and community-driven development, with working groups for specifications, SDKs, registries, and validation tools. Support includes over 50 companies, including major enterprise vendors.
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