AI Agents in Marketing: Definition, Use-Cases and Benefits for Your Company

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Most AI systems today still rely on human prompts to take action, but that’s starting to change with the rise of agentic AI. According to Gartner, AI agents will independently handle 15% of daily workplace decisions by 2028, up from less than 1% in 2024.

In marketing, this shift is already underway. AI agents are streamlining a range of different tasks, from campaign execution and lead management to personalization, content creation, and performance analytics. Through automated operations and real-time decision-making, these digital assistants help marketers act faster, work smarter, and focus on long-term business growth.

In this article, we will explain what AI agents in marketing are, explore their use cases and core benefits, and help you identify which AI agents can create the most impact for your business.

What are AI Marketing Agents?

AI marketing agents are intelligent software systems powered by artificial intelligence (AI) that can make autonomous decisions and execute marketing tasks or workflows without human intervention. Working alongside marketers, these agents assist with customer engagement, campaign management, data analysis, content personalization, strategic optimization, and more, all aligned with real-time signals and business goals.

While generative AI is used to create content, like text or visuals, and predictive AI helps forecast trends based on data, agentic AI takes things a step further. It can understand what’s happening, make decisions, take action, and learn from results. For example, an email generation agent can track opens, clicks, and browsing behavior to automatically update subject lines, re-segment audiences, and send personalized follow-ups. This enables marketers to reduce manual work and boost engagement, conversions, and customer retention.

Who Can Benefit from Marketing AI Agents?

AI agents support various professionals by improving marketing efficiency, scaling personalization, and driving smarter campaign performance. The roles that benefit most include:

• CMOs and Marketing Executives – to scale performance, reduce costs, and align marketing workflows with strategic business goals.
• Demand Generation Managers – to automate campaign execution, enhance lead nurturing, and improve pipeline growth.
• Marketing Operations Teams – to optimize audience segmentation, lead scoring, testing, and performance tracking in real time.
• Digital Marketing Specialists – to personalize campaigns across channels and adjust marketing tactics based on live customer data.
• RevOps Leaders – to improve funnel efficiency and ensure alignment between marketing and sales through automated workflows.
• Content Marketing Managers – to tailor and personalize messaging based on customer interactions and journey stage.
• Growth Marketers – focused on fast iteration, experimentation, and maximizing conversion across multiple channels.

How AI Agents Help in Marketing Operations

As AI agents evolve across industries, their value becomes impossible to ignore. These autonomous systems can automate execution, make smart decisions, and optimize complex workflows to achieve faster, smarter outcomes – all without constant human oversight. No wonder that the global AI agent market is evolving extremely fast, projected to grow from $5.4 billion in 2024 to over $50 billion by 2030, according to Grand View Research.

In marketing, AI agents unlock a range of different opportunities. For example, these AI-powered assistants can autonomously analyze vast volumes of structured and unstructured data to build, execute, and optimize marketing processes. Acting as the digital twin of the marketer, AI marketing agents analyze campaign context, customer interactions, and business goals to reason through and execute next-best actions that drive each campaign forward.

Marketing AI agents are particularly valuable in areas like campaign execution, lead nurturing, customer segmentation, and real-time personalization. By automating time-consuming tasks and adapting strategies in real time, they help teams improve campaign performance, increase ROI, and boost customer satisfaction, without increasing headcount or complexity.

8 Most Popular Use Cases for AI Marketing Agents

According to the global AI survey by KPMG, 51% of companies are actively exploring the use of AI agents, and 37% have already started deploying them in real-world scenarios. In marketing, AI agents are proving especially powerful, providing data-driven decisions to improve campaign performance and scale personalization.

Here are the top use cases where marketing AI agents are driving results today: 

Real-Time Audience Segmentation & Targeting

With millions of interactions happening across channels daily, every customer leaves behind a mix of unique behaviors and shared intent signals. The key to effective marketing isn’t just who you target – it’s when, how, and why.

AI marketing agents continuously analyze engagement signals, purchase intent, and customer behavior across channels to refine segments dynamically. They activate high-intent audiences, suppress disengaged users, and align targeting to the moment of relevance – all without human oversight.

Result: Smarter targeting that boosts relevance, improves conversion, and increases campaign ROI.

Autonomous Campaign Execution & Optimization

Beyond scheduling, AI agents autonomously manage live campaigns across email, paid ads, and social media channels. They continuously monitor engagement and refine campaign elements like messaging, visuals, delivery schedule, and spend based on marketing objectives and the best practices for each specific campaign. These optimizations can be executed automatically or surfaced for human approval, giving marketers full control while reducing the need for constant hands-on management.

Result: Campaigns stay fully optimized from launch to completion, reducing human team intervention and improving outcomes.

Content Personalization & Orchestration

Marketing AI agents personalize content delivery across the full customer journey, which includes selecting and sequencing emails, offers, landing pages, and creatives based on customer behavior and data-driven insights. These AI assistants enable human teams to ensure consistency across channels while tailoring tone, format, and timing to fit each user and campaign goal.

Result: Consistent, relevant messaging across all channels that deepens engagement and trust at scale.

Lead Qualification & Nurturing

AI agents analyze and evaluate leads based on insights like behavioral signals, firmographics, and engagement history to identify their readiness to convert. They score and qualify prospects in real time, automatically route sales-ready leads, and personalize nurture paths for other lead segments. To increase conversion likelihood, AI agents can autonomously optimize marketing campaigns by adjusting messaging, timing, and channels based on sentiment, intent, or recent interactions.

Result: Higher-quality pipelines and more productive handoffs between the marketing team and sales reps.

Automated Testing & Optimization

AI marketing agents support continuous experimentation across campaigns by testing various marketing elements, including subject lines, offers, creatives, and layouts across campaigns. Winning variants are promoted automatically, while low performers are phased out, all based on real-time campaign performance. The key advantage of AI models over manual testing is faster iteration and automated performance tracking, enabling marketers to adjust campaigns on the fly for maximum impact.

Result: Always-improving campaigns that perform better, faster, with less guesswork and more impact.

Intelligent Budget Allocation

Marketing AI agents analyze campaign spend and ROI across channels like paid search, social media, email, and more – as campaigns run. They track key performance indicators such as CPC, CPA, CTR, and conversions in real time, identifying which channels are delivering the most business value.

For example, if Facebook ads underperform while Google Search or retargeting drives better results, the AI agent can automatically reallocate budget to the higher-performing channels, pause low-performing ad sets, adjust bidding, or surface recommendations for marketer approval.

This gives teams real-time visibility into what's working, and the ability to adapt spend on it instantly.

Result: Smarter, faster budget decisions that maximize impact and eliminate inefficiencies.

Insight-to-Action Analytics

AI marketing agents don’t just report on what’s happening — they help marketers decide what to do next, and often take action themselves. By analyzing data across campaigns, customer behavior, and business goals, AI agents surface high-impact recommendations that might otherwise be missed.

Whether it’s shifting targeting strategy, testing a new content angle, or launching an entirely new campaign channel, these agents guide teams with context-aware suggestions — or act autonomously when speed matters.

Result: Less time spent digging through the data, more time acting on insights that drive results.

Core Business Benefits of AI Agents for Marketing

AI agents are more than just a tool for workflow automation. It’s an intelligent assistant that consistently supports your team through faster, data-backed decisions, enhanced productivity, and highly personalized customer journeys at scale. When integrated into your marketing stack, AI agents unlock multiple business advantages, such as:

• Enhanced Team Efficiency – By automating repetitive tasks like segmentation, testing, reporting, and optimization, AI agents help marketers focus more on high-value tasks related to strategy and creativity.
• Deeper, Insight-Driven Decisions – By continuously analyzing campaign data, user interactions, and contextual signals, AI agents uncover patterns and opportunities humans might miss and immediately act on them in real time.
• Scalable Personalization – Whether you’re targeting 1,000 or 1 million audience, AI agents precisely tailor messaging, timing, and content to each individual, without involving human employees.
• Stronger Alignment Between Strategy and Execution – Unlike rule-based traditional AI systems, AI agents act with purpose. These autonomous assistants interpret business goals and core marketing objectives to ensure their actions are always aligned with the expected outcomes.
• Always-On Optimization – AI agents consistently monitor, test, and fine-tune marketing campaigns without waiting for human approval. They detect underperformance early and take immediate action to keep results trending up.

By automating execution, amplifying human decisions, and delivering high-level experiences, AI-powered intelligent agents help marketers stay efficient and focused on driving business results.

Best Platforms with Integrated AI Agents for Marketing

Now that we've explored how AI agents work and what benefits they can provide for marketers, the next step is choosing the right platform to bring these capabilities to life.

The leading marketing platforms today go beyond just automation; they come with an extensive range of AI capabilities integrated directly into campaign execution, personalization, and analytics. Below are the most popular platforms offering integrated AI agent functionality for marketing teams.

Creatio

Creatio is an AI-native platform that empowers businesses to automate industry workflows and CRM with powerful no-code tools and a unified AI core. By embeddinggenerative, predictive, and agentic AI directly into the platform, Creatio enables users to design, launch and optimize business processes faster, with greater intelligence and full control.

Within Marketing Creatio, AI agents play a central role in streamlining campaigns, personalizing customer journeys, and driving performance across every touchpoint. These intelligent agents automate execution, optimize workflows, and adapt in real time to help marketers stay focused on strategy and results.

Marketing Creatio is powered by the following AI Agents:

• Marketing Content Agent – Generates on-brand, ready-to-use content drafts and templates for campaigns, newsletters, and landing pages.
• Email Generation Agent – Writes and optimizes email copy aligned with the brand tone, audience type and behavior, and campaign objectives.
• Lead Conversion Agent – Scores and prioritizes leads in real time, routing high-potential prospects to sales and personalizing nurture flows for others.
• No-Code Agent Builder – Empowers teams to create custom AI agents for unique marketing processes without writing a single line of code.

Creatio’s embedded AI architecture allows AI agents to operate with full awareness of customer data, campaign history, and workflows, so they always act in context and optimize results autonomously. Thanks to the platform’s conversational AI capabilities, marketers interact with AI agents using natural language, executing actions and retrieving valuable insights directly from a chat interface.

With AI-assisted No-Code capabilities, every user across the organization can easily build, customizeand update AI agents and workflows without technical complexity. From a business standpoint, this results in faster innovation, higher personalization, and significantly reduced reliance on IT.

Marketing Creatio is part of Creatio’s unified CRM suite, alongside Sales Creatio and Service Creatio, enabling seamless end-to-end automation across the entire customer lifecycle. These AI-powered products can be deployed as an all-in-one CRM platform or as standalone solutions tailored to your organization’s needs. And, with access to over 700 third-party applications and integrations, the platform’s capabilities can be further extended to meet the unique business requirements and needs.

Stand-out Features

• Marketing AI Agents for Content, Emails and Lead Conversion – Automate content creation, email personalization, and lead conversion workflows with agentic AI support
• Customer 360 View – Gain a complete, real-time view of every contact and account, including omnichannel engagement history, to deliver highly personalized, context-aware interactions throughout the customer journey.
• Lead Management Automation – Use AI-powered tools to accelerate lead lifecycle management and improve conversions.
• Campaign Management – Plan, budget, execute, and track multi-step, omnichannel marketing campaigns of any complexity with full visibility and control.
• Email Marketing Automation – Launch and optimize personalized email campaigns across diverse audience segments.
• Digital Ads Management – Manage the full lifecycle of digital advertising campaigns and maximize their efficiency with the tools for targeting, budget control, and ROI tracking.
• Event Management – Streamline the planning and execution of online and offline events, track attendee engagement, and seamlessly integrate event data into your pipeline and marketing strategy.

Considerations

• Advanced customization may seem a bit challenging for users who are not familiar with no-code development

Pricing

Creatio offers a transparent pricing model across all its plans: Growth ($25), Enterprise ($55), and Unlimited ($85) per user/month, with full access to the platform's AI capabilities at any plan. Each of its CRM products – Sales, Marketing, and Service – is priced at $15 per user/month, and can be purchased separately or as a complete suite and automatically includes product-specific AI agents to amplify human teams.

Also, there is a free trial and personalized demo available to test the core platform’s capabilities.

Rating

• G2: 4.6
• Capterra: 4.7

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Microsoft Dynamics 365

Microsoft Dynamics 365 Customer Insights – Journeys is an enterprise-level marketing platform that combines customer data, journey orchestration, and AI-powered assistance. It’s designed to help marketers deliver connected, personalized experiences across channels like email, SMS, push, and paid media, ensuring the deep integration of the tool with the Microsoft ecosystem.

[Image]: https://learn.microsoft.com/en-us/dynamics365/customer-insights/data/media/copilot-customer-insights.png

While the platform doesn’t offer fully autonomous AI agents, Microsoft integrates generative and predictive AI through Copilot — an embedded AI assistant that helps teams create content, design journeys, segment audiences, and analyze campaign performance. Copilot supports natural language instructions and real-time suggestions, helping teams streamline campaign setup and optimize workflows faster and with ease.

Stand-out Features

• Copilot AI assistant for generating email content, refining user journey, and building audience segments
• Prebuilt AI models for subject lines, content personalization, and image selection
• Customer journey orchestration across email, mobile, social, and ads
• Predictive scoring to assess lead and engagement potential with built-in dashboards
• Native integrations with Microsoft Teams, Outlook, and Dynamics 365 Sales for cross-team collaboration

Considerations

• Copilot is not a fully autonomous AI agent, and still requires human prompts and oversight
• May be overly complex for small teams or basic marketing use cases
• Licensing costs can be high, especially when scaling across departments

Pricing

Pricing for Dynamics 365 Customer Insights – Journeys starts at $1,700 per tenant/month for the standalone product. Additional costs may apply for the enhancements, such as Unified People and Interacted People packs.

Rating

• G2: 4.0
• Capterra: 4.4

Salesforce

Salesforce is a widely used customer relationship management platform that offers comprehensive solutions for sales, customer support, and marketing operations. Its core CRM includes standard tools like dynamic email marketing and analytics, while more advanced capabilities for marketing automation are available through Salesforce Marketing Cloud.

Salesforce’s agentic AI capabilities are delivered via Agentforce – a system designed to autonomously handle specific marketing ops such as campaign briefing, audience segmentation, email and SMS generation, and journey analysis in Flow. Agentforce is deeply integrated into Salesforce's CRM and other cloud services, enabling AI-driven execution aligned with key business workflows. However, most of these AI agent features are only available in higher-tier Marketing Cloud plans. Additional functionality can be unlocked through paid add-ons like extended AI requests, increased email/SMS limits, and advanced personalization tools.

Stand-out Features

• Agentforce Campaigns to build and execute campaigns using generative AI prompts
• Drag-and-drop email builder with send-time optimization for higher engagement
• Lead generation forms and landing page builder with simple UX
• Multi-channel journey mapping to automate campaigns across email, SMS, social, and ads (available in Growth and Advanced editions)
• Dynamic content personalization and A/B testing for improved conversion (available in Growth and Advanced editions)

Considerations

• Complex setup and steep learning curve, which may slow down the implementation and onboarding process
• High-tier plans are required to unlock the AI agent’s functionality
• Mostly suited for enterprises with large marketing budgets

Pricing

Salesforce basic CRM offers plans starting at $25 to $100 per user/month for small teams. Enterprise-level AI CRM for marketers – Marketing Cloud – starts at $3,250 per organization/month. Most agentic AI features, such as predictive scoring and path optimization, are only available in the Advanced Edition.

Rating

• G2: 4.4
• Capterra: 4.4

HubSpot

HubSpot is a widely adopted platform built for growing businesses that want an all-in-one system to manage campaigns, optimize operations, and build solid customer relationships. It’s known for its user-friendly interface, extensive content tools, and deep integrations across sales, marketing, and service.

HubSpot offers several AI features – Breeze Copilot, Breeze Intelligence enhancements and product-specific AI Agents – which can be added across its Hubs and the Customer Platform solution. Its intelligent Copilot can support teams in tasks related to building workflows, summarizing and enriching CRM records, creating landing pages and more. While not as advanced in agentic AI as some competitors, it provides AI-powered tools to help marketers move faster and personalize campaigns more effectively. Within its Marketing Hub, HubSpot provides a Breeze Social Agent, which enables teams to create social posts to enhance brand voice, improve social media management and target multiple audiences.

Stand-out Features

• Social Agent (for Marketing Hub) to automate social media posting
• Breeze Copilot assistant that helps users create workflows, summarize CRM records, and generate content
• Messaging insights to analyze high-performing marketing messaging that drive engagement
• Data enrichment to automatically populate contact and company properties to maintain up-to-date records.
• Intent analysis to identify and score buyer intent signals to prioritize leads effectively

Considerations

• Professional and Enterprise pricing plans don’t include the required, one-time onboarding fee, ranging from $3,000 to $7,000.
• Pricing can grow quickly with contact volume and feature add-ons.
• Its Agentic AI capabilities are more limited compared to other platforms

Pricing

The HubSpot Marketing Hub’s pricing starts at $20 per user/month, but the AI agent’s functionality for marketers requires Professional ($800) and Enterprise ($3,600) plans for Marketing Hub. HubSpot credits (formerly known as Breeze Intelligence AI credits) are purchased as an add-on, starting at $45 per 5,000 credits/mo.

Rating

• G2: 4.4
• Capterra: 4.5

Pipedrive

Pipedrive is a sales-focused CRM for small to mid-sized teams offering tools for lead tracking, email outreach, and pipeline management. While its core functionality centers on sales, the platform also supports basic marketing workflows, including email campaign management, contact segmentation, and web form creation to help businesses strategic initiatives .

Pipedrive has introduced several AI-powered agents to help teams enhance productivity and build customer loyalty. Particularly, its Email Agent can prioritize inboxes, summarize threads, and generate email drafts based on past conversations and brand tone. Additionally, the Knowledge Base Agent provides actionable suggestions based on the CRM data and guides users through day-to-day tasks to streamline workflows.

Stand-out Features

• Email agent for consistent, highly personalized customer communication
• Knowledge Base agent to provide actionable insights on CRM data, guide through routine tasks
• Campaigns by Pipedrive for managing bulk emails, newsletters, and contact segments (comes as a paid add-on)
• LeadBooster for web chat, chatbot automation, and lead qualification (comes as a paid add-on)
• Customizable workflows to automate follow-ups and nurture flows for leads

Considerations

• Primarily built for sales; marketing automation is limited
• AI agents focus heavily on email management
• Fewer advanced AI and orchestration features compared to enterprise tools
• Campaigns and LeadBooster require separate add-on purchases
• Advanced customization requires the Professional plan or higher

Pricing

Pipedrive’s pricing starts at $19 per seat/month for the Essential plan. AI-powered features like the Sales Assistant and Campaigns tool are available in higher-tier plans (starting from $64 per user/month and up).

Rating

• G2: 4.3
• Capterra: 4.5

Zoho

Zoho is a popular CRM and marketing automation platform that enables teams to streamline sales, marketing and customer engagement in one place. The platform is mostly focused on small to mid-sized businesses, offering simple and easy-to-use tools for email marketing, lead management, campaign execution, and analytics — all designed to improve teams efficiently across channels.

Zoho’s built-in AI agent, Zia, helps marketers improve productivity by offering smart recommendations, lead scoring, and performance forecasting. For example, it can assist with tasks like detecting patterns in campaign data, suggesting optimal times to send emails, and identifying actionable insights based on the collected data, to help teams generate and nurture leads more effectively.

Stand-out Features

• Zia AI agent to get lead predictions, anomaly detection, and email content suggestions powered by AI.
• Campaign management to run and track email, social, and webinar campaigns from one platform.
• Email management supporting sentiment and intent analysis, enrichments and content summary
• Intelligent alerts and reminders to keep track of tasks, meetings and calls activities
• A large set of integrations with third-party vendors and products within the Zoho ecosystem

Considerations

• Zia’s capabilities are available for Enterprise and Unlimited plans
• limited functionality for enterprise users (it may be a bit too simple)
• Some features are supported only in English, or require a minimum of 15+ users to access

Pricing

The platform’s pricing starts at $20 per user/month, offering standard CRM features. However, to unlock the functionalities of its AI assistant, businesses must consider higher-tier plans: Professional $35 per user/month (only Zia’s email marketing functionality is provided) or Enterprise $50 per user/month with full AI capabilities.

Rating

• G2: 4.1
• Capterra: 4.3

The Future of AI Technologies in Marketing: Trends for 2025 & Beyond

The growing integration of AI-driven technologies is unlocking new ways to enhance marketing effectiveness, automate complex tasks, and improve customer experiences. Moving beyond scripted automation, AI agents are helping businesses become faster, more adaptive, and insight driven.

Gartner highlights several key trends that will shape the next wave of AI in marketing:

• Enhanced Creativity and Hyper-Personalized Experiences at Scale. AI enables marketers to deliver highly relevant experiences by generating personalized content on the fly, aligned with brand guidelines and real-time user behavior. This empowers teams to focus more on strategic planning and creative tasks, handling all the routine workflows to AI.
• Influence AI to Guide Customer Decisions. Influence AI refers to the use of intelligent algorithms that proactively shape user choices by optimizing digital experiences in real time. By analyzing user emotions, behavioral signals, and generated content, this AI technology frames options to guide users toward ideal campaign outcomes while maintaining a frictionless user experience.
• Streamlined Operations Through Agentic Automation. AI agents will increasingly take on core marketing operations such as segmentation, campaign execution, testing, budget allocation, and more. These intelligent agents operate in real time, adapt continuously, and require minimal oversight, enabling marketers to scale performance, boost consistency, and maximize ROI.

According to the recent AI survey by KPMG, 51% of companies worldwide are actively exploring the use of AI agents in their processes, while 37% of companies have already started experimenting with AI agents in real-world scenarios.

Unlock the Power of AI Agents for Marketing with Creatio

Marketing AI agents do far more than automate tasks — they help teams scale personalization, drive performance, and stay aligned with strategic goals. From dynamic audience targeting to omnichannel campaign execution, these agents bring real-time intelligence to every part of the marketing process.

Marketing Creatio provides a unified AI stack of generative, predictive, and agentic AI – integrated directly into the Creatio platform, at no extra cost on any plan. Its AI agents support a wide range of activities, such as email campaign planning, audience segmentation, personalized content creation, meeting scheduling, productivity workflows and others, which empower marketers to work faster and smarter. With customizable AI skills, teams can align AI agents to their unique workflows, strategies, and business goals, ensuring maximum impact while maintaining full control across the entire marketing lifecycle.

Don’t wait to unlock your AI advantage. With Creatio, marketers can launch and manage campaigns faster, smarter, and more aligned to business outcomes — all without adding headcount or complexity.