This article was written by Greg Kihlström for MarTech. Read the full article here.
Marketing technology was already evolving at breakneck speed when generative AI entered the scene. Now, agentic AI — AI that can operate independently, execute multi-step tasks and continuously learn from interactions — promises to accelerate that evolution even further.
Unlike earlier AI tools that augmented human work, agentic AI can autonomously orchestrate campaigns, resolve customer roadblocks and optimize engagement at scale, often with minimal human oversight. For marketers, that means both opportunity and upheaval in how work gets done and using martech platforms.
Rethinking orchestration and integration
Most marketing automation platforms have evolved into customer journey orchestration systems, mapping and guiding prospects across channels. Agentic AI takes this further by connecting applications, data sources and actions in real time — reacting instantly to customer behavior and adjusting journeys dynamically.
This article was written by Greg Kihlström for MarTech. Read the full article here.
