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Key Takeaways

AI agents are changing how marketing teams operate, moving employees from executing tasks to managing intelligent systems.

Shared knowledge will become a competitive advantage. Agents should have access to relevant information about customer quality, previous experiments, positioning and commercial priorities.

As agents become more capable, marketers will need to understand how to design workflows, evaluate automated decisions and connect different activities to business results.

I believe 2027 will be the year marketing teams start to look fundamentally different.

For the past two years, businesses have been introducing AI into existing marketing workflows . AI can write copy, analyze campaigns, generate images and summarize research. These capabilities have improved productivity, but they largely assume the marketing organization itself stays the same.

The next change will be more significant.…