"Embrace three agent domains: Marketers are already working with a growing mix of Agents for Marketers, Agents for Customers and Agents of Customers, each reshaping the customer journey in different ways. Compose hybrid stacks: Stacks are evolving into hybrid systems that blend deterministic SaaS with probabilistic AI. Integrating data, context and language-based intelligence is becoming essential for a complete customer view. Be the change agent: Technology alone does not create value. Marketers must shift from a mindset of efficiency to one of effectiveness, using AI to enhance creativity, decision-making and new possibilities."
"Three AI agents serve different purposes 90.3 % of participants say they use AI agents somewhere in their stack. It is safe to say: AI agents in martech are no longer experimental. They are showing up across the ecosystem and you can categorize them in many ways, from the underlying technology to their speed and depth of reasoning. But at the end of the day, AI agents are tools designed to serve people. The most helpful way to understand them is to ask a simple question: Who do they work for? Who do they benefit?"
AI is reshaping marketing operations, technology stacks and customer decision-making. Marketers must embrace three agent domains—Agents for Marketers, Agents for Customers and Agents of Customers—each altering different parts of the customer journey. Stacks are evolving into hybrid systems that combine deterministic SaaS with probabilistic AI, requiring integration of data, context and language-based intelligence for a complete customer view. AI agents are broadly adopted and function as tools to serve people, prompting evaluation of who they work for and whom they benefit. Technology requires human leadership; marketers must prioritize effectiveness, creativity and improved decision-making over pure efficiency.
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