The Rise Of Agentic AI: How Marketers Must Evolve, Not Compete

For most marketing tasks, a human-in-the-room to oversee AI outputs and automation still feels somewhat necessary. But the better AI gets at the tasks marketers throw at it, the closer the industry gets to agentic AI becoming more of the norm.

Surprisingly, according to recent Outcomes Rocket research, less than a quarter (24.3%) of marketers are already there, using agentic AI “capable of executing marketing campaigns with minimal human input.”

“The market has been seeing positive improvement with rising awareness and experimentation,” the Outcomes Rocket article says, which found that a resounding 89.5% of marketers use AI in some capacity in their processes. “One in every three (33%) respondents indicates that their organization has already implemented or tried agentic AI, meaning that this movement should be closely observed in the next 12 to 24 months.”

Of the tasks most asked of agentic AI, the most popular were:

• Social media posts (59%)
• Customer interactions, such as chatbots and auto-replies (56%)
• Content personalization (48.9%)
• Optimizing campaigns (40.7%)
• Predictive analytics (35.1%)
• SEO and content generation (28%)

(Source: Outcomes Rocket)

“In spite of its popularity, marketers do not put 100% faith in AI,” the article says, highlighting the 71.1% who don’t publish AI results without a review or edit. “The blistering rate is that 93.4% of marketers encounter problems regularly with the AI-created content, including errors, bias, or irrelevant results.”

More than two-thirds of marketers (67.2%) foresee AI’s role to be more of a co-pilot than a fully autonomous entity (25.4%) or a human replacement (15.8%) in the next few years. While the future is never crystal-clear, the path just ahead can be, and humans wanting to continue to be steering the direction had best evolve with the technology at their fingertips.

“As AI becomes more agentic and autonomous, marketers must continue evolving, not by competing with machines, but by mastering how to guide, question, and elevate their output,” the article says.

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