Meet your new teammate: Building marketing workflows around AI agents

AI agents are changing how marketing teams work. On Nov. 4, learn how to build workflows that combine AI efficiency with human judgment, quality control and governance at the free November 4 MarTech Conference.

By ,
Head of Content & Media
Published on October 30, 2026 • Last updated on October 30, 2026 • 3 minutes read

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    AI is moving beyond helping marketers write copy, summarize research, and complete individual tasks. Increasingly, AI agents can take on multistep assignments, coordinate activities and make decisions that previously required human intervention.

    For marketing organizations, that creates opportunities to accelerate campaign development, improve efficiency and free teams to focus on higher-value work.

    But introducing AI agents into existing workflows isn’t as simple as adding another technology tool. Organizations need to rethink how work gets done, which responsibilities can be delegated to AI and where human judgment remains essential.

    That’s the focus of “Meet your new teammate: Building marketing workflows around AI agents,“ a panel discussion at the free, online MarTech Conference on Nov. 4, 2026.

    Designing workflows for human-AI collaboration

    The session will explore how organizations are incorporating AI agents into marketing operations, from audience research and campaign development to performance optimization and workflow coordination.

    Among the questions the panel will address:

    • Where can AI agents deliver the most value today? Which marketing activities are ready for agentic automation, and which still require significant human involvement?
    • How should marketing workflows change? What does effective collaboration between marketers and AI agents look like, and how can teams redesign processes to take advantage of new capabilities?
    • Where should humans remain in control? How can organizations establish clear responsibilities for strategic decisions, creative judgment and quality assurance?
    • How can marketers govern AI agents effectively? What safeguards, oversight and accountability measures are needed to maintain accuracy, brand consistency and data security?

    Attendees will learn practical approaches to identifying agentic use cases, designing more efficient workflows and establishing governance practices that allow teams to adopt AI responsibly.

    Meet the panel

    Stacey Ackerman, organizational transformation consultant and independent consultant, will moderate the discussion, bringing her perspective on organizational change, agile marketing and the evolution of marketing teams.

    She’ll be joined by:

    • Ed Poppe, founder and fractional marketing leader at Poppe Marketing, who brings a perspective on marketing leadership, operations and the practical adoption of new technologies.
    • Sean O’Connell, head of customer success at Screendragon, who brings experience in marketing workflow management, collaboration and operational efficiency.
    • Lisa Shaw, founder of Devon Point Group, who brings a perspective on marketing strategy, organizational effectiveness and technology-driven transformation.

    Together, the panelists will examine how marketing organizations can move beyond experimenting with individual AI tools and begin building workflows in which people and AI agents work together effectively.

    A live Q&A immediately following the panel will give attendees an opportunity to ask questions about implementing agentic workflows in their own organizations.

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    Join us November 4

    AI agents are creating new possibilities for how marketing work gets done. The challenge now is designing workflows that take advantage of those capabilities while preserving the human expertise, oversight and accountability that effective marketing requires.

    Join us for “Meet your new teammate: Building marketing workflows around AI agents” at the MarTech Conference on Wednesday, Nov. 4, 2026. The conference is online and completely free to attend. Register now to reserve your place.

    MarTech is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page’s content was written by either an employee or a paid contractor of Semrush Inc.

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    Mike Pastore
    Head of Content & Media

    Mike Pastore is the Head of Content & Media at Third Door Media, the publisher of the Martech and Search Engine Land websites and the producer of the SMX and MarTech Conferences. In nearly three decades in B2B marketing, Mike has worked as an editor, writer, and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He then worked with marketers at some of the best-known brands in B2B tech, creating content for marketing campaigns at both Jupitermedia and QuinStreet. Prior to joining Third Door Media as the Editorial Director of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.

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