"For the better part of 2025, agentic AI has been the industry's buzzword. It's defined as "a situation where multiple AI agents work together to complete complex tasks, with minimal oversight or intervention from a human user," as Digiday explains it. The minimal oversight from a human user, however, seems to be the hangup keeping marketers from embracing agentic AI's full autonomy."
""It's not just ready to go from generation [to publication]," said Karen Rodriguez, senior content marketing manager at New American Funding. Rodriguez said the mortgage lending company is using agentic AI across its marketing department to write copy and drafts for content across social media and email marketing. New American Funding has been testing agentic AI via its partnership with Writer, an enterprise AI platform. However, humans review the bulk of content before it's published."
Agentic AI aims to let multiple AI agents collaborate to complete complex tasks with minimal human oversight. Marketers are adopting agentic AI for ideation, drafting, and optimizing content, accelerating turnaround from days to hours. Companies like New American Funding and Oura use agentic AI to draft social and email copy and to support contextual editing, but human review remains required before publication. Reported benefits include increased productivity (66%) and cost savings (57%) per PwC research. Persistent concerns include consistent application of brand style guides, legal approval processes, and reluctance to grant full autonomy to AI agents.
Read at Digiday
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