"The session, "What AI and Agents Mean for Marketing Teams... Now and in the Future," explores how marketing organizations are evolving to include new roles, new workflows, and new dynamics between humans and machines. As agent-led systems take on more of the planning, execution and analysis work, marketing teams are seeing the emergence of roles like Agent Designers and AI Operations Managers - people who design, train and coordinate agents to work alongside humans."
"These shifts raise new questions: What does management look like in an organization where part of the "team" is made up of autonomous digital agents? How do marketers build trust, oversight and creativity into workflows that blend human intuition with machine intelligence?"
Marketing is entering an evolution where AI agents move beyond tools and become integrated parts of marketing organizations. Agent-led systems increasingly handle planning, execution and analysis, driving the emergence of specialized roles such as Agent Designers and AI Operations Managers who design, train and coordinate agents alongside humans. Organizations must rethink team structures, governance and leadership to manage human–agent collaboration effectively. Key challenges include establishing trust, oversight and avenues for creativity within hybrid workflows. Leaders who proactively redesign roles, build agent-management capabilities and create governance frameworks will be better positioned to succeed in an agent-powered era.
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