Peak AI Performance: How AI Agents Are Transforming Marketing Performance

Marketers know — perhaps better than most of the general public knows — the far-and-wide uses AI serves in getting so much done, with a recent Salesforce study showing that three-quarters of marketing organizations use “at least one form of it for tasks like personalizing content, predicting campaign performance, or generating visuals.”

But it’s not just the ability to identify and adopt predictive AI, generative AI, and agentic AI that’s helping marketers.

It’s the results when marketers are “completely satisfied with outcomes of marketing investments,” becoming part of the 26% that the State of Marketing report identifies as “high performers.” (46% are moderate performers and highly satisfied, and 28% are underperformers who are moderately or less satisfied.)

(Source: Salesforce)

“High performers use AI agents to reclaim eight hours a week and boost ROI by 20%,” the report says. “High-performing marketers are nearly twice as likely as underperformers to use AI agents. In fact, 82% of marketers who use or plan to use agents expect major or moderate improvements to marketing ROI.”

AI will only become more essential as marketing demands increase, something 78% acknowledged when saying they need more personalized content that they’re able to produce.

“While 48% of marketers say they haven’t figured out how to adapt marketing strategies to the broad use of AI, this is an opportunity for customer-facing agents to pick up the pace for channels lagging, like the web,” says the report.

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