Agentic Automation: What It Actually Means for Marketing
Everyone's talking about AI agents, but few understand how to actually deploy them in marketing operations. Here's what I've learned building multi-agent systems.
The term 'agentic AI' has become the latest buzzword in marketing technology, but beneath the hype lies a genuinely transformative approach to automation. After spending the past year building and deploying multi-agent systems for enterprise clients, I've learned what works, what doesn't, and where the real value lies.
What Makes an AI Agent 'Agentic'?
Traditional automation follows predefined rules: if X happens, do Y. Agentic systems take a different approach—they're given goals and constraints, then figure out the best path forward. This might sound subtle, but the implications are massive.
Real-World Applications
In practice, I've deployed agentic systems for lead qualification, content personalization, and campaign optimization. The key insight: agents excel at tasks that require judgment calls based on partial information—exactly the kind of work that eats up marketing team bandwidth.
Getting Started
If you're considering agentic automation, start small. Pick one repetitive task that requires some judgment—like categorizing inbound leads or drafting initial email responses—and build from there. The technology is ready; the question is whether your processes are.