How are AI agents changing marketing team workflows?

Tom Kaneshige

Chief Content Officer · CMO Council

Collaborating with humans

Tom Kaneshige says AI and human marketers are collaborating, arguing human judgment will be more important than ever as teams integrate both strengths.

Daniel Murray

Founder and Creator · The Marketing Millennials

Offloading repetitive tasks

Daniel Murray says AI agents let marketers offload tedious, repetitive tasks, which he hopes frees overworked marketers to focus on what they love and be more strategic.

The answer starts at 31:17.

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Meagen E.

Chief Marketing Officer · Samsara

More agile

Meagen E. says agentic marketing lets teams be more agile because agents drive toward an outcome and make decisions autonomously, rather than following prescriptive step-by-step automation.

Nataly Kelly

Chief Marketing Officer · Zappi

Embedding insights into systems

Nataly Kelly says AI's reinvention of insights means moving from PowerPoint meetings to embedding insights into systems, because embedding them makes insights used more often by people at the coal face doing the work.

The answer starts at 53:46.

Duarte Garrido

Co-Founder & Co-CEO · DOJO AI

Automating micro‑decisions

Duarte Garrido says he is comfortable having AI agents make micro-decisions in predetermined workflows, handling data gathering, cleaning and structuring, provided they are trained correctly and the tool works, leaving humans to decide what to do.

The answer starts at 38:57.

Rustom Dastoor

Executive Vice President, Head of Marketing and Communications for the Americas · Mastercard

Turning marketing into an intelligence function

Rustom Dastoor says AI gives marketing the chance to move up the value chain and become an intelligence function, using data and AI to act as an early warning system for the company.

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Melissa Ryan

Senior Digital Marketing Manager · Federated Hermes

Balancing human and agent capital

Melissa Ryan says AI agents are changing marketing teams by making them think about balancing human capital versus agent capital, and she says a human element will always be involved because marketing is highly regulated.

Paul Roehrig

Chief Strategy and Marketing Officer · Ascendion

Accelerating iteration

Paul Roehrig says AI has helped his team improve storytelling and planning and "iterate faster," and that it enables what he calls enhanced marketers, with team members using AI in different ways depending on their role.

Paul Caruso M. ED.

Vice President, Head of Digital Marketing · U.S. Bank

Speeding up analysis

Paul Caruso M. ED. says marketing teams have incorporated AI to get faster at what they have done historically, such as reporting or analyzing data, though it doesn't replace the human side.

Ryan Gavin

Chief Marketing Officer · Slack

As orchestrators of work

Ryan Gavin says marketing roles should switch in many cases from doers of the work to orchestrators of the work, because agents will do work but humans must stay present and question what comes back.

Marvin Chow

VP of Consumer and AI Marketing · Google

Collapsing roles

Marvin Chow says technology is collapsing marketing roles and functions, with AI taking over some tasks, as one person with tools can do boosting, insights and real-time analytics and fewer people can beat teams on speed, cost and efficiency.

Dawn Dawson

Chief Marketing Officer · Mortgage Solutions Financial

By boosting efficiency

Dawn Dawson says AI increases efficiency, though she adds it also isolates her more and she needs human connection.

Gilad Bechar

Founder & CEO · Moburst

Automating repetitive tasks

Gilad Bechar says teams should build systems to automate repetitive, low-value tasks like answering repeated questions and assembling reports, because it saves hours.

Rachel Thornton

CMO, Enterprise · Adobe

Automating and scaling work

Rachel Thornton says marketing teams use generative AI to scale content and agentic AI to build campaigns, respond faster to customer signals, and handle rote work like audience segmentation, so teams can amplify their impact.