The Impact of AI Agents on Marketing

The era of the agent is here

We’re witnessing a fundamental shift in marketing technology: moving from AI Assistants, which wait for your command, to AI Agents that perceive, decide, and act to achieve your goals.

But with autonomy comes risk. How do you integrate agents without losing control of your brand voice, data privacy, or customer trust?

In this Gartner report, The Impact of AI Agents on Marketing, we feel you’ll get the strategic insights needed to assess your readiness, identify high-value use cases, and build the governance required to scale with confidence.

What you’ll learn

In our opinion, this report cuts through the hype to provide a practical assessment of the ever-evolving agentic landscape. Inside, you’ll discover:

• The agent maturity spectrum: Explore the Gartner AI Agent Assessment Framework to see how you can move from “Minimal” to “Advanced” capabilities.
• Agents vs. assistants: A clear definition of how goal-driven agents differ from reactive chatbots, and why that distinction matters for your tech stack.
• High-impact use cases: Where to deploy agents first, from customer journey orchestration to automated content and campaign creation.
• The trust gap: Analysis of the critical risks — including reliability, privacy, and “agent sprawl” — and how to mitigate them through robust governance.

Why this matters

Gartner specifically discusses governance and reliability as cautions for CMOs. As agents begin to draft content and interact with customers independently, the need for content guardrails becomes non-negotiable.

Don’t let the complexity of the AI agent landscape slow you down. Equip your team with the knowledge to pilot, test, and scale effectively.

Download the Report now.

The Impact of AI Agents on Marketing, by Nicole Greene, Lizzy Foo Kune, 07 November 2025. GARTNER is a registered trademark and service mark of Gartner, Inc and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved.