The problem: marketing teams aren’t just scaling, they’re shifting
In our AI inspiration sessions and master trainings, one thing stands out: AI agents still feel a bit overwhelming, especially to teams grounded in traditional workflows. For many, the idea of “digital teammates” sounds distant or overly complex.
But here’s the reality: AI agents are already being deployed, and marketing is leading the charge.
In MarTech environments, the shift is visible: CMS requests, A/B testing, UX analysis, content tagging — all tasks with structured, repeatable logic — are increasingly handled by AI. The systems don’t just generate ideas; they trigger actions, evaluate outcomes, and optimize workflows.
Many marketing teams still think in terms of static org charts, headcounts, and team silos. That model is cracking. A new hybrid workforce, human and agentic, is taking shape.
– Annelies DB
The solution: build and manage an AI-powered MarCom team
At Us, we support marketing teams in navigating this transformation. Yes, it’s still the wild, wild west but the MarTech field is fertile ground.
We’re seeing successful deployments in deterministic processes, like:
- Content QA
- Automated tagging and SEO optimization
- Customer journey testing and evaluation
- CMS updates and publishing workflows
For one client, I started mapping the marketing org chart not just in FTEs, but in deployed AI assistents and agents per team member. Operational evolution in real time
– Annelies DB
But agents can’t be dropped in without a plan. Building and managing them requires coordination across:
1. Business strategy
Define where AI assistants and agents fit into campaign cycles, customer journeys, and operational flows.
2. IT and data architecture
Ensure AI assistants and agents have the data and infrastructure to operate accurately and reliably.
3. HR and change leadership
The technology might be ready, but adoption isn’t automatic. We’ve seen tools in place, but tasks still left untouched because change wasn’t embraced. HR must understand what agents can do and help build a culture that integrates them confidently.
The results: what happens when marketing pioneers the AI workforce
The rewards are already visible:
- Faster campaign execution, with fewer bottlenecks
- Smarter targeting, driven by agents optimizing in real time
- More scalable personalization across platforms
- Clearer roles for human marketers to focus on creativity and strategy
And let’s not forget the bigger picture, this is just the beginning.
Closing argument
This is a moment for marketing leaders and HR to step up, not just as adopters of AI, but as translators between what’s technically possible and what teams are truly ready for. Understanding what agentic AI can do is one thing. Embedding it into your day-to-day? That takes trust, clarity, and guidance.
At Us, we live and breathe marketing. We know the strategy, we handle the operations, and we build with the future in mind not as a buzzword, but as a blueprint.
The future of your marketing workforce isn’t just coming. It’s already taking shape. Let’s shape it wisely, together.
