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EMARKETER

A Marketer’s Guide to AI Agents 2025

Decision-Making Autonomous Agents Are Reshaping the Marketplace

Report by Jacob Bourne  |  Apr 4, 2025
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Report
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Table of Contents
Executive Summary
AI agents move beyond traditional automation
How AI agents supercharge marketers’ workflows
AI agents require marketers to develop new approaches to customer engagement
How to develop an agentic marketing strategy
EMARKETER Interviews
Sources
Media Gallery
About This Report
AI agents are revolutionizing marketing with autonomous capabilities that go far beyond traditional automation. Organizations are implementing AI agents to boost workflow efficiency and prepare for a consumer marketplace increasingly mediated by AI.
Topics
Artificial Intelligence (AI)
Marketing Technology
Business Strategies & Trends
United States
Table of Contents
Executive Summary
AI agents move beyond traditional automation
How AI agents supercharge marketers’ workflows
AI agents require marketers to develop new approaches to customer engagement
How to develop an agentic marketing strategy
EMARKETER Interviews
Sources
Media Gallery

AI agents are taking marketing beyond automation with intelligent decision-making capabilities. Brands are using these technologies to handle otherwise painstaking tasks, deliver personalized experiences at scale, and prepare for an AI-mediated marketplace that will transform consumer behavior.

Key Question: How can marketers approach AI agent implementation to enhance operational efficiency and prepare for an AI-mediated marketplace?

Nearly Three-Quarters of US Top Executives See a Role for AI Agents in Their Businesses in 2025 (% of C-level executives in select countries who see AI agents playing a central/complementary role vs. are exploring AI in 2025, Dec 2024)
E-Mail ChartDownload

Key Stat: Almost three-fourths (74%) of US C-level executives expect AI agents to play a role in their businesses in 2025, exceeding the global average of 67%.

Here’s what’s in the full report

1file

Exportable files for easy reading, analysis and sharing.

8charts

Reliable data in simple displays for presentations and quick decision making.

5expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. AI agents move beyond traditional automation
    3. How AI agents supercharge marketers’ workflows
    1. AI agents require marketers to develop new approaches to customer engagement
    2. How to develop an agentic marketing strategy
    3. EMARKETER Interviews
    1. Sources
    2. Media Gallery

    Charts in This Report

    Nearly Three-Quarters of US Top Executives See a Role for AI Agents in Their Businesses in 2025 (% of C-level executives in select countries who see AI agents playing a central/complementary role vs. are exploring AI in 2025, Dec 2024)Nearly Half of US Executives Are Embracing Agentic AI for Consumer Decisions (% of US executives at companies with at least 5,000 employees, Feb 2025)
    The Evolution of AI Agents: 2024-2029Content Creation Leads the Pack as Marketers Embrace AI (% of marketing decision-makers worldwide whose organizations have incorporated AI into their marketing strategy, Jan 2025)
    Product Recommendations Top the List of AI Shopping Features Noticed by Online Consumers (% of US adults who have shopped online in the past year, Feb 2025)US Digital Shoppers Prioritize Customer Service Quality in AI Features (% of US adults who have shopped online in the past year, Feb 2025)
    Over Half of Marketers Fear AI Will Diminish Human Creativity in Marketing (% of marketing decision-makers worldwide, Jan 2025)Marketers' Grasp of Bot Traffic Is Largely Based on General Knowledge, Not Precise Monitoring (% of US marketers, Dec 2024)

    Interviewed for This Report

    Monica Ho
    SOCi
    CMO
    Interviewed March 5, 2025
    Amy Holtzman
    Cheq
    CMO
    Interviewed February 28, 2025
    Hugo Loriot
    The Brandtech Group
    Head of Data and Technology Integration
    Interviewed March 5, 2025
    Jeff MacDonald
    Mekanism
    Director, AI Lab
    Interviewed February 25, 2025
    Tejas Manohar
    Hightouch
    Co-Founder and Co-CEO
    Interviewed February 28, 2025

    authors

    Jacob Bourne

    Contributors

    Ross Benes
    Senior Analyst
    Vladimir de Leon
    Chart Editor
    Eleni Digalaki
    Donte Gibson
    Senior Charts Editor
    Chris Keating
    Madan Kumar
    Copy Editor
    Wendy Malloy
    Director, Reports Editor
    Emma Noyes
    Graphic Designer, Data Visualization
    Yoram Wurmser
    Principal Analyst
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