"Artificial intelligence is reshaping marketing at every level - but the most transformative shift isn't just smarter automation or better analytics. It's the rise of agentic AI - autonomous, goal-driven AI systems that act, learn and collaborate across the marketing ecosystem. In the opening keynote of the MarTech Conference (online and free to attend, Nov. 4, 2025), Scott Brinker, editor of chiefmartec.com and recognized as the godfather of martech, will explore how agentic AI is redefining the very structure of marketing teams, technology, and customer engagement."
"AI agents are moving beyond traditional support roles. They're amplifying marketers' capabilities, directly engaging customers, and - in some cases - being run by customers themselves. These new intermediaries are changing how brands and buyers interact, creating opportunities and challenges across the entire buyer's journey. Brinker will unpack the different types of AI agents emerging across marketing, from research and campaign agents to creative and optimization assistants, and explain how each fits within a modern martech stack."
Agentic AI are autonomous, goal-driven systems that act, learn, and collaborate across the marketing ecosystem, reshaping marketing structure and customer engagement. These agents move beyond support roles to amplify marketers' capabilities, directly engage customers, and sometimes operate under customer control. New intermediary agent roles change brand-buyer interactions and create opportunities and challenges throughout the buyer's journey. Types include research, campaign, creative, and optimization agents, each integrating into modern martech stacks. Organizations need to prepare agentic AI strategies, ensure agent interactions with technology and data systems are coherent, and adapt teams and workflows to leverage agent-driven marketing.
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