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What if your marketing team could operate with infinite scale? Imagine you had infinite capacity to analyze consumer sentiment and market trends in real time; an infinite creative studio to generate thousands of personalized, on-brand assets in minutes at a fraction of today’s cost; and an infinite team of media optimizers ensuring every campaign is delivering peak ROI, 24/7.
This vision of operating at infinite scale is the promise of AI agents and agentic marketing. It’s about expanding our capacity to achieve new levels of personalization, scale, speed, and intelligence with AI.
We’re moving beyond predicting outcomes and creating content to having AI autonomously reason, act, and learn alongside humans.
AI agents represent the third wave of AI-driven transformation in marketing. The first wave was predictive AI which leveraged machine learning to help us model the future, building look-alike audiences, predicting customer lifetime value, and forecasting churn. Then came the explosion of generative AI empowering marketers to generate copy, images, and video with AI.
And now with agentic AI, we’re moving beyond predicting outcomes and creating content to having AI autonomously reason, act, and learn alongside humans, completing tasks on our behalf and under our control. So where should marketers start, and how can you build for an increasingly agentic future? We’ll break it down for you along three core pillars: process, platforms, and people.
A blueprint for the agentic era: Process, platforms, and people
1. Process: From crawl to run
A phased approach is crucial for successfully integrating agents into your marketing. We recommend a process that builds capability and trust over time, allowing you to crawl, walk, then run with agents.
In the initial crawl phase, the focus is on achieving quick wins for individual productivity, while helping your team grow comfortable collaborating with and directing AI agents. Start by targeting straightforward but frequent tasks: pulling data for a weekly performance report or tracking and tagging YouTube comments or building custom audience segments based on customer data and media performance. Agents are perfectly suited for these types of tasks.
From there, progress to the walk stage by linking agents together to automate workflows. For example, trendspotting agents can monitor consumer sentiment across search and social, providing inputs for an insights agent that can suggest opportunities for your marketing team. And, ultimately, this leads to the run stage, where you have a fully governed, dynamic system of agents. This is where agents can uncover insights, build corresponding creative, and map optimal the media mix, all in hours instead of weeks.
2. Platforms: Evolving your marketing tech
You don’t need to rip and replace your existing tech stack for the agentic future. Instead, you can strategically evolve your platforms. As ever, your foundational data layer is crucial. This data is critical to train agents and give them context, but the step change occurs when this becomes a two-way street. Agents begin to contribute new data and insights back into the foundation, transforming it from a static repository into a dynamic, self-enriching system that enables your entire workforce, agentic and human, to learn and improve with every action.
On top of this foundation, the intelligence layer brings in powerful models like Gemini and equips your team with the secure, enterprise-grade tools and frameworks needed to build, test, and manage agents. From there, the action layer is where agents interact with your business and your customers in the tools your teams use every day, like Google Ads.
3. People: Redefining roles and skills
Finally, deploying agents alone won’t unlock ROI. Success hinges on leading your people and the change management that comes with this technological shift. It requires realigning goals, roles, and skills to ensure your teams are set up for success in the agentic future.
You need to measure how using AI agents actually helps your business, not just how busy the agents are. You can track how fast you’re able to move from insights to market launch. You can track efficiency, looking at the percentage of routine tasks that have been automated. And, of course, you should measure quality. How much incremental growth or profit are you making because of the human and AI teams working together?
Beyond measurement, you’ll need to reshape your team roles. Team members should transition away from being channel-specific “doers” and move toward higher-value capacities. This might mean having business strategists who set overall priorities and the AI strategy, and system designers who architect the new workflows and provide crucial human oversight. A key part of all modern roles is a commitment to continuous learning to teach teams how to work with agents, understand their limitations, and build better systems.
Your next move: Building a lasting advantage
The path to the infinite marketing organization we imagine can start today. While the underlying technology will become widely accessible, the true strategic advantage will come from your team’s unique experience leveraging it. How you amplify your impact with humans and agents together will be tailored to your company, which makes it imperative to start building this advantage now.
