Moving Beyond Rules-Based Workflows to Coordinated System of AI Agents

Agentic marketing is less dependent on third-party data than many of the approaches that came before it. Its strength comes from making better use of what organisations already have. That is first-party customer data combined with real-time enterprise signals like orders, inventory, and service interactions, says Jessica Keehn, CMO, SAP Customer Experience.

As AI agents reshape marketing operations, CMOs are being challenged to focus less on execution and more on governance, brand stewardship, and content quality to ensure long-term visibility and business impact.

David Hicks discusses how leaders can prove business impact, build trust as a competitive advantage, and create organisational resilience through clear purpose, aligned leadership, and customer-centric decision-making.

Many enterprise marketers are treating GEO as a content challenge, but success in AI search increasingly depends on execution speed, operational agility, and third-party visibility rather than content volume alone.

Aleksandar Derbogosijan explores how functional design, clarity, and seamless user experiences help brands sustain engagement, improve retention, and drive stronger conversion outcomes beyond the initial click.

A new report found that in-store inefficiencies now cost retailers $196.4 billion annually, with technology sequencing emerging as a critical factor in maximising retail technology investments.

We need to move past the broken notion that you must choose between a legacy storage-based CDP and a modern, composable platform that only one vendor understands, says Zack Wenthe, Director of Product Marketing & Customer Data Evangelist at Tealium.

The focus in too many analyst conversations and product roadmaps is on model capability – what features shipped this week, which frontier model powers what. But the companies that win won't be measured on features; they'll be measured on customer satisfaction, says Victor Belfor, Global VP, Business Development & Strategic Partnerships, 8x8.

As digital marketing costs rise and customer trust becomes harder to win online, more ecommerce brands are discovering why an offline presence is essential for long-term growth.

Olena Lemeshko explores how brands in MENA can combine cultural relevance, authentic storytelling, and technology-driven engagement to build stronger emotional connections with consumers.