What is agentic AI and how will it change the marketing industry?

Luke Meredith

Marketing is transforming quickly in 2025, and business owners must keep up.

There is a new form of artificial intelligence (AI) called “agentic AI” that is now handling much of the work previously tackled by marketers manually. Unlike earlier uses of AI that require constant input from humans, agentic AI can execute campaigns, generate content and make informed decisions on its own. Subsequently, the job of marketers may be changing from carrying out tasks to determining strategy.

Agentic AI is special in that it doesn’t augment; it acts. It can execute ads on different platforms, write copy in a specific brand’s voice and even decide which customers to target all on its own, without anyone needing to oversee it.

This doesn’t mean marketing professionals will suddenly be out of a job, however. Instead, they need to learn to do new tasks for which AI isn’t well-suited. High among them is thinking strategically. This includes how to set objectives and steer systems to get them done.

There is also a big field in ethics. Since AI makes decisions that affect real people, marketers must make sure that it treats everyone the same and follows privacy laws. They must also be ready to explain why AI is being utilised and fix mistakes in the event something goes wrong.

Lastly, marketers will have to perfect the skills of dealing with teams of both humans and AI. This entails knowing which functions are best for humans, which for AI, and how to manage that so that every element works together in perfect harmony.

If they are to succeed in this new world, marketing leaders must be certain of their goals, test out new and emerging tools with caution, and never lose sight of their ultimate objectives. The best marketers will not be the ones who reject AI or rely too heavily on it. They will be the ones who use it wisely, relying on imagination, ethics and strategy as their guide.

Here at Engage Web, our dedicated team is on the cutting edge of the marketing industry to produce great results online for our clients. Book a call with us today and find out how we can help you.

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Luke Meredith

Content Editor at Engage Web

At home in both the digital sector and the world of communications, Luke thrives on deadlines and has held roles in healthcare, retail and digital marketing, gaining a sound knowledge of a wide range of sectors. He’s a massive swot as well, holding a first-class degree in BA Communication and Media, and now uses his writing skills and keen editorial eye in his role as Content Editor here. Luke helps to oversee our clients’ content requirements, while also looking after a pool of freelance writers across three continents.