How agentic AI is changing the future of marketing

Artificial intelligence is reshaping marketing at every level — but the most transformative shift isn’t just smarter automation or better analytics. It’s the rise of agentic AI — autonomous, goal-driven AI systems that act, learn and collaborate across the marketing ecosystem.

In the opening keynote of the MarTech Conference (online and free to attend, Nov. 4, 2025), Scott Brinker, editor of chiefmartec.com and recognized as the godfather of martech, will explore how agentic AI is redefining the very structure of marketing teams, technology, and customer engagement.

From tools to teammates

AI agents are moving beyond traditional support roles. They’re amplifying marketers’ capabilities, directly engaging customers, and — in some cases — being run by customers themselves. These new intermediaries are changing how brands and buyers interact, creating opportunities and challenges across the entire buyer’s journey.

Brinker will unpack the different types of AI agents emerging across marketing, from research and campaign agents to creative and optimization assistants, and explain how each fits within a modern martech stack.

What you’ll take away

After Scott’s keynote, you’ll come away with a clear understanding of how to navigate this next wave of innovation, including how to:

• Prepare for agentic AI in your marketing strategy.
• Understand how agents interact with your technology stack and data systems.
• Adapt your teams and workflows to thrive in this new era of AI-driven marketing.

Scott’s address will be followed by a live Q&A, as well as six live panel discussions about AI and agents and how they’re transforming marketing.