Once a business runs more than one agent, the interesting problems stop being about any single agent. They become about sequencing, shared context and conflict: which runs first, what each knows about the others' work, and what happens when two reach different conclusions.
Shared context is what separates orchestration from a collection of tools. Agents drafting social posts, replying to enquiries and chasing renewals should all be working from one description of the brand and one view of the customer, or the business speaks with several voices.
The other half is handover. Most real value appears at the seams, where a lead created by one agent needs to arrive intact in front of another, which is exactly where separate point tools fail.
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Frequently asked
Why not use one large agent instead of several?
Specialised agents are easier to constrain, test and debug, and a failure stays contained. The trade is that they need coordinating, which is the problem orchestration exists to solve.
What breaks first when running multiple agents?
Consistency of voice and duplicated contact. Without shared context two agents will describe the business differently, and without shared state they will both reach out to the same person in the same week.
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