An AI agent is a role-specific instance of an AI model that operates within a defined context, makes decisions, and takes actions for a system or its users. In marketing, agents can turn fragmented tools into coordinated workflows rather than isolated applications. section 9.3.2 section 9.3
The practical value lies in delegated work: agents can use programmatic integrations to direct actions inside a product and across other products. Greater autonomy also increases the need for human-AI experience design, governance, and controls. section 9.3.2 section 9.3
A marketing platform may assign agents distinct responsibilities:
- Data Agent learns the organization’s cloud data, describes fields, and assesses which data could support an audience. section 9.3.2
- Audience Agent creates campaign segments from history, traits, and attributes, then suggests additions as insights arrive. section 9.3.2
- Journey Agent builds personalized omnichannel journeys, selects channels and timing, and proposes performance-based optimizations. section 9.3.2
- Insights Agent uses historical and real-time performance data to help produce actionable recommendations. section 9.3.2
From software screens to agentic workflows
An AI-native marketing platform could infer a unified customer data model, let users adjust the result through natural language, and then coordinate audience, journey, and insight tasks through specialized agents. section 9.3.2 section 9.3
