AI agents may be the hottest thing in enterprise tech right now, but anyone who has experimented with them knows they can sometimes behave with… enthusiasm. Too much enthusiasm. Whether it’s issuing refunds no one asked for or ordering enough office supplies to stock a warehouse, AI agents can—and do—go off-script.
Rubrik’s answer: Rubrik Agent Rewind, a capability that lets companies monitor, control, and literally rewind AI agent actions. To introduce it, the cybersecurity and AI operations company enlisted someone uniquely qualified in the art of “rewinding things back”: Ludacris.
Yes, that Ludacris.
The campaign, built by Thinkmojo and directed by Ron Small, blends office comedy with music-video energy. A fictional company deploys AI agents who quickly start doing bizarre things. Panic ensues—until Rubrik arrives with its new tool. But instead of sending a typical enterprise software rep, Rubrik sends Ludacris, who storms through the office to the unmistakable beat of “Yeah,” commanding rogue AI agents to “Take that and rewind it back.”
It’s loud. It’s self-aware. And it makes a complex product feature instantly understandable.
Turning a Technical Feature Into a Cultural Hook
Rubrik is positioning Agent Rewind as a safeguard for the increasingly chaotic world of autonomous AI operations. AI agents promise speed and scale, but they also introduce new operational and security risks. With Agent Rewind, Rubrik wants to give companies the confidence to let AI move fast—without worrying that fast will become catastrophically wrong.
“We needed to create an ad that matched the magnitude of this product and this AI moment,” said Samar Basravi, Chief of Staff, Strategic Marketing at Rubrik. “Ludacris’s association with that phrase is iconic. When he tells an AI agent to ‘take that and rewind it back,’ the message is instantly clear.”
The idea is simple: If AI is going to act autonomously, companies need the enterprise equivalent of an undo button. Agent Rewind gives them visibility into what AI agents do, the ability to halt undesirable actions, and the power to reverse them—before they become multimillion-dollar mistakes.
The High-Speed World of AI Operations
The launch arrives as enterprise adoption of AI agents accelerates. Organizations are testing autonomous systems for customer service, finance workflows, marketing production, logistics, and internal decision support. But as these agents gain more autonomy, the risk surface expands.
“AI agents are creating tremendous opportunity, but they’re also introducing real operational risk,” said John Koo, Chief Marketing Officer at Rubrik. “With Agent Rewind, customers can move fast without fearing that an AI agent will make an irreversible mistake.”
It’s a message aligning with a broader industry trend: AI governance and AI observability tools are becoming essential infrastructure. Just as companies once rushed to adopt cloud security controls, the next wave is adopting controls for AI-driven systems.
Why This Campaign Hits Differently
Tech companies often struggle to communicate highly technical capabilities without slipping into jargon—or worse, disappearing into the noise of other AI hype. Thinkmojo’s approach cuts through by making the concept tactile. Users don’t need a whitepaper to understand “rewind the AI.” The imagery does the work.
“For a product this innovative, we needed the creative to be unmistakably clear,” said Yann Lhomme, CEO of Thinkmojo. “By drawing a parallel between Rubrik’s new capability and one of Ludacris’ most iconic lyrics, we made the technology accessible.”
The campaign also demonstrates something the enterprise marketing world rarely attempts: cultural resonance. It takes confidence to attach a cybersecurity feature to a pop culture reference—and pull it off without diluting the seriousness of the product. But in an era when AI missteps can go viral, a memorable explanation may be as valuable as the capability itself.
A Glimpse at the Future of AI Safety
Rubrik Agent Rewind is launching at a pivotal moment. As agentic AI becomes mainstream, companies need more than visibility—they need operational control loops. That includes monitoring, intervention, reversal, and guardrails that apply across a company’s entire AI ecosystem.
Rubrik believes it can be the layer that ensures AI operates safely and predictably, even as adoption soars.
And if Ludacris has anything to say about it, companies should be ready to “rewind it back” whenever their AI gets out of line.
