Digital Lab

Let’s be clear…

Most marketing teams today are still using AI in a limited way.

They’re leaning on it for quick copy edits, summarizing blogs, or drafting ad variations. These uses can be helpful. But they barely scratch the surface of what’s possible.

Because the most important shift in marketing right now is the rise of  Agentic AI, systems that can take action independently.

These systems observe, prioritize, and execute marketing workflows without requiring constant human direction. This shift is already happening.

And for businesses that want to scale intelligently, it’s something marketing leaders can’t afford to ignore.

From Assistive to Agentic

The last few years brought an explosion of assistive AI tools.

These include platforms like Jasper, ChatGPT, Claude, Perplexity, and Grammarly that help with writing, analysis, or light automation.

But now, a new layer is emerging.

Agentic AI refers to tools that are able to  think and use tools to achieve a result. They can carry out multi-step tasks, make decisions, and adjust their behavior in response to new data.

They do this completely on their own.

This shift changes how marketing (and work in general) gets done.

Tasks that used to require teams of people, dashboards, and meetings can now be handled in the background by AI agents, working continuously in real time.

Real Companies Putting This Into Practice

This isn’t theoretical. Agentic AI is already being used by brands of all sizes:

Google The company introduced a Chrome-based tool called Marketing Advisor. It monitors goals, offers proactive suggestions, and applies changes across Ads, Analytics, and web platforms.

Salesforce Its Agentforce platform allows marketing and sales teams to deploy fully autonomous AI agents. These agents can book meetings, follow up on leads, and resolve support tickets around the clock.

LVMH In the luxury space, LVMH launched a centralized AI assistant used by 40,000 employees. In-store agents at brands like  Tiffany are now helping staff generate personalized messages based on customer activity history.

Data That Highlights the Trend

Here are a few key statistics that show where this is heading:

• 84% of top-performing marketing teams use AI for creative development
• 52% of US companies use AI to inform campaign and content strategy
• 63% of mid-sized U.S. businesses have at least one agentic AI system already in production
• Google is projecting agentic AI will influence 68% of customer service interactions by 2028

The adoption curve is already growing rapidly.

Teams that delay may find themselves trying to catch up later under less favorable conditions.

What Agentic AI Can Do Today

Agentic systems are being used to handle real, high-impact marketing tasks such as:

✅ Launching product pages and sales flows automatically ✅ Monitoring analytics dashboards and adjusting strategy ✅ Managing campaign schedules and reporting cycles ✅ Optimizing ad spend and performance in real time ✅ Creating and personalizing email campaigns ✅ Running A/B tests and applying results ✅ Writing and testing ad copy

The difference is not simply “speed and efficiency”.

It’s the ability to delegate entire workflows to systems that can think, iterate, and respond.

Guidance for Marketing Leaders

If you’re leading a team, this evolution opens up some practical questions:

1. Where can automation replace repetitive workflows? Look at email, ad ops, and basic content creation. These are often ideal places to start implementing AI.

2. How can you connect your tools for smarter execution? Agentic systems are most powerful when they can access and act on data from multiple sources. This includes your CRM, analytics, CMS, and ad platforms.

3. What will your human team focus on once the basics are handled? AI can take care of delivery and optimization. That frees the marketing pros to spend more time on creative thinking, innovation, brand direction, and strategy.

4. Are you ready to build a marketing stack that includes agents? Even one well-designed AI agent can replace hours of manual work every week. In many cases, it creates leverage without adding to headcount.

The Risk of Holding Back

AI agents are not a magic bullet. They require setup, oversight, and iteration.

But for the companies already testing and deploying these systems, the benefits are becoming clear.

Lower campaign costs. Faster learning cycles. Always-on execution. More room for your team to focus on the work that actually moves the brand forward.

If your competitors are moving in this direction (and many already are) you don’t want to be the last one to adapt.

Because once these systems are trained, integrated, and running…

They don’t slow down.

So what are you doing about AI?

Need help implementing AI into your business? Looking to get ahead of the competition and use cutting edge systems to get an advantage?

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