Summary
AI agents have the potential to reshape B2B marketing through accelerated decision-making, real-time orchestration of complex workflows, and personalized engagement at scale. Although adoption intent is high, success hinges on the alignment of AI agents to strategic initiatives and upfront planning. It requires defining AI agent goals and responsibilities, data sources, interoperability requirements, and ongoing training while building trust through transparency, education, and reskilling. This report outlines key considerations for deploying AI agents intentionally and effectively to drive innovation, scale, and measurable business impact across B2B marketing functions.
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