10 Questions Every CMO Should Ask Their CTO
30 avril 2025 • 3 Minute Read • Elizabeth Spranzani, Chef de la direction technologique
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Agentic AI in Marketing for Decision-Driven Growth
27 janvier 2026 • 6 Minute Read • Tod Szewczyk, VP, Services marketing
A Practical and Constraint-First Guide to Turning AI Into Measurable Growth
Marketing leaders are under pressure to adopt AI while remaining accountable for revenue, efficiency, and brand trust. As pressure mounts, so does tension, and many teams find themselves caught between experimentation and execution, unsure whether there's an ROI.
Research from McKinsey & Company underscores this tension. While the majority of organizations now use AI in at least one business function, fewer than half report any measurable impact on EBIT. Most of those gains account for less than 5% of enterprise earnings. Widespread adoption hasn't translated into proportional business impact.
Agentic AI is often positioned as the next leap forward in marketing technology. However, most explanations focus on what it is, not how it creates business value, or why it frequently fails in practice.
This article provides a practical, executive-level perspective on agentic AI for CMOs and VPs of Marketing, grounded in real operational constraints and measurable outcomes.
What is Agentic AI in Marketing
Agentic AI differs from other AI tools marketers already use, adding more value at scale.
Definition of Agentic AI
Agentic AI refers to systems that can:
- Continuously monitor signals across the marketing ecosystem — observing changes in performance, behavior, or flow (such as rising cost per lead, slowing sales follow-up, shifts in conversion rates, or declining campaign efficiency).
- Retain context across long time horizons — maintaining memory of past decisions, experiments, and outcomes rather than treating each event in isolation.
- Detect patterns humans struggle to see — correlating weak or fragmented signals across channels, timeframes, and systems.
- Decide what matters in the moment — prioritizing which signals require attention versus which can be safely ignored.
- Take or recommend actions across systems within defined guardrails — triggering analysis, alerts, or execution while respecting approval, brand, and compliance constraints.
Unlike generative AI tools that respond to individual prompts, agentic AI operates as a persistent sense, decide, and act loop.
Taken together, these capabilities allow agentic AI to accumulate organizational context over time, surface meaningful patterns, and then act on them by raising alerts, initiating follow-on analysis, or generating outputs to close gaps.
How Agentic AI Differs from Generative AI and Automation
Most marketing AI today falls into two categories:
- Generative AI that creates content or ideas.
- Automation tools that execute predefined rules.
Agentic AI sits between intelligence and execution. It’s designed to pursue outcomes, not just outputs, which makes it powerful but also more complex to deploy responsibly. Because it’s not limited to rigid rules, it adapts to ambiguity and exceptions, where traditional automation tends to fail.
Why Agentic AI Matters for Modern Marketing Teams
Agentic AI is gaining traction not because marketing teams lack ideas, but because decision velocity has become a structural bottleneck.
The Real Problem is Decision Latency, Not Creativity
Most marketing teams have plenty of ideas, but they struggle with:
- Fragmented data across platforms
- Slow decision-making cycles
- Manual handoffs between teams
- Increasing activity without proportional results
Agentic AI addresses these challenges by maintaining context across complex systems and acting faster than human meeting cycles allow.
The VP of Marketing Perspective on Agentic AI Adoption
Digital and demand leaders often believe in the promise of agentic AI but lack clarity on where to start.
Common VP-Level Questions
Marketing leaders typically ask:
- Where does agentic AI live in the marketing technology stack?
- Who owns AI-driven decisions?
- What’s the first use case that works in our organization?
Practical Guidance for Starting Points
Agentic AI shouldn’t be deployed as an add-on, and its most effective starting point isn't content creation.
Instead, agentic AI changes how decisions flow through the organization. It’s signal interpretation and follow-through.
For example, noticing when demo requests spike but sales follow-up slows, or when paid spend increases without corresponding pipeline movement, then triggering an investigation or action immediately.
If a team cannot clearly identify the decision an agent is accelerating, it’s not the right starting use case.
The CTO Perspective on Agentic AI Governance and Risk
From a technology leadership standpoint, agentic AI raises important questions about control, safety, and predictability.
Why Agentic Guardrails Are Essential
Executing actions across systems introduces risk related to:
- Permissions and access control
- Auditability and logging
- Error handling and rollback
- Brand and compliance protection
Treating Agentic AI as an Operator
Agentic AI should be treated like a junior operator:
- Some actions can run automatically
- Some actions should require human approval
- Some actions should never be delegated
Trust is built through transparency and accountability, not intelligence alone.
The CMO Perspective on ROI and Business Impact
CMOs are accountable for measurable outcomes, not experimentation for its own sake.
Why Time Saved is Not ROI
One of the most common mistakes in AI adoption is equating time saved with value created. In marketing, time saved often leads to more activity rather than better outcomes.
Agentic AI creates value only when freed capacity is intentionally converted into the following:
- Increased qualified pipeline without headcount growth
- Reduced agency or contractor spend
- Higher conversion rates
- Lower churn and rework
If these outcomes are not explicitly defined in planning, ROI will remain invisible.
Why Constraints Matter More Than Speed
Agentic AI initiatives often break down when faster execution collides with approval bottlenecks, data trust issues, and handoffs.
The Constraint-First Principle
Most marketing organizations are constrained by internal or cross-functional bottlenecks, including:
- Approval processes
- Analytics trust and data quality
- Sales follow-up
- Cross-functional handoffs
When execution is accelerated without addressing these constraints, a backlog is created rather than growth.
Where Agentic AI Should Be Applied
The correct question to ask isn’t where an agent can do more work. It's what currently limits throughput. Agentic AI should be applied directly to that constraint.
The Board-Level View on Strategic Differentiation
From a long-term strategy perspective, agentic AI changes the competitive landscape.
When Execution Becomes Commoditized
As agentic AI capabilities become widely available, faster execution alone will no longer be a competitive advantage.
Competitive differentiation shifts to:
- Proprietary data and signal quality — who has the most reliable, timely, and decision-relevant inputs, not just the most tools.
- Brand trust and message discipline — the ability to act quickly without creating inconsistency, risk, or noise.
- Distribution and ecosystem leverage — access to channels, partners, and audiences that compound learning and reach.
- Speed from insight to learning — how quickly a team turns performance, behavior, and flow signals into decisions, actions, and measurable feedback.
Agentic AI exposes weak strategies faster rather than replacing them.
How to Start Using Agentic AI Without Creating Noise
Most initiatives fail because they prioritize activity over impact. A disciplined approach to adoption prevents agentic AI from becoming performative.
A Step-by-Step Starting Framework to Avoid AI Theater
- Identify a single constraint limiting results. Signals only matter insofar as they relate to a known constraint or decision. If a team cannot name what currently limits throughput, ingesting more data will create noise rather than clarity.
- Build one closed signal-to-action loop. A closed loop means a signal reliably triggers a decision and a response without waiting for ad hoc meetings or manual triage.
- Define autonomy and approval boundaries upfront. Teams must decide in advance which actions can run independently, which require human review, and which should never be delegated. This prevents speed from colliding with trust, brand, or compliance requirements.
- Measure system-level impact, such as cycle time and conversion, not task completion or volume. If agentic AI reduces cycle time but doesn't improve conversion or throughput, it's optimizing activity rather than outcomes.
- Decide in advance how freed capacity will be reinvested. Time and cost savings only create value when they're intentionally converted into growth, quality, or efficiency. Without a plan to reinvest in savings, volume, or quality, that capacity is absorbed by additional activity, and ROI disappears.
The Opportunity for Marketing Leaders
Agentic AI isn’t about doing more marketing. It’s about making better decisions faster and realizing their economic impact.
The teams that succeed will not be those with the most agents. They will be the teams that understand their constraints, govern autonomy thoughtfully, and reinvest capacity with intent.
Used this way, agentic AI becomes a growth lever rather than another layer of complexity.
If you’re exploring where would agentic AI could materially change outcomes or may —or where it may introduce risk—our team helps marketing and technology leaders evaluate opportunities, constraints, and governance before tools ever enter the conversation. Contact us to learn more.