What is agentic marketing?
By Steve Muylle
Professor of Digital Strategy and Marketing
What does agentic mean? Let’s start by viewing yourself as a human agent performing marketing tasks, ranging from developing marketing strategies to running campaigns and executing operational marketing activities. Well, agentic marketing refers to AI agents autonomously performing many of these tasks on your behalf with minimal intervention. And just like you manage interactions with other human agents, including customers, an AI agent can also independently manage its interactions with other agents, both human, like the customer, and AI, like the customer’s AI agents.
So, what does that look like? Well, think of an AI agent that engages with customers through chat, email, and/or voice, day and night, in many languages, based on the customer profile. Furthermore, consider an AI agent who can design and A/B test a landing page and serve the best-performing page to incoming leads. Or an AI agent that can analyse user clickstream behaviour and personalise content and call to action.
What is agentic marketing?
In this video, Steve Muylle, Professor of Digital Strategy and Business Marketing, explains what agentic marketing means - and how it can empower marketers to do their work better and faster but also transform the work they do.
What does this mean for you as a marketer? Well, rather than taking your job, AI agents not only empower you to do your work better and faster but also transform the work you do. And don’t forget, as a human agent, you remain accountable for the outcomes and the responsible and ethical use of AI agents, even as they become more versatile and broader in scope over time.
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Steve Muylle
Associate Dean Digital Learning – Professor & Partner