Adopting Agentic AI: Executives Seeing Value In High-Volume Marketing Tasks

Yesterday, the Marketing Manager blog put a spotlight on AI — shocker! — but more specifically on agentic AI and what role that fully-autonomous entity might play in marketing’s future.

EMARKETER and Braze’s A Marketer’s Guide To AI Agents 2025 goes so far as to call this the Year of AI Agents, one in which businesses are looking at this tool more for “internal productivity implementation” rather than a full customer-facing agent.

(Source: EMARKETER)

“The most immediate value comes from tackling high-volume tasks that can overwhelm human teams,” says the report. “AI agents excel at processing huge amounts of customer interactions across multiple channels simultaneously, maintaining brand voice while customizing for local relevance. Early adopters report notable improvements in marketing workflow efficiency, with double-digit reductions in production time and significantly expanded content output capacity.”

Citing a BCG study, the research found nearly three-quarters of C-level executives in America at least exploring AI agents’ role in their business this year, with 37% foreseeing it playing a central or complementary role. Almost half (47%) of executives surveyed in a separate NLX study said they’re comfortable with agentic AI making decisions or completing tasks for their customers.

“Companies that experiment with both internal and customer-facing applications simultaneously will gain significant competitive advantages as these technologies reshape commerce,” EMARKETER says.

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