Why the next CMO might be an AI agent

In an age where technology evolves at lightning speed, the role of the chief marketing officer (CMO) is transforming in profound ways. The traditional responsibilities of a CMO—building brand identity, crafting strategies, analysing data, and managing customer experiences—are being increasingly supplemented (and in some cases, redefined) by artificial intelligence (AI).

As the marketing landscape becomes more data-driven, fast-paced, and complex, CMOs must evolve with it. The next natural stage of this evolution is the advent of Agentic AI. Agentic AI represents an autonomous, sophisticated AI system designed to revolutionise marketing at scale.

The difference between Agentic AI systems and incumbent AI systems is the ability of these agents to take action, not just sit and provide passive information. It takes the information that it provides, and takes decisive action with it.

This next-generation AI is more than just a tool for automation; it is a comprehensive marketing partner that has the potential to manage entire customer journeys and marketing funnels, empowering CMOs to lead in a smarter, more efficient way.

Historically, CMOs have been at the helm of brand-building, strategy creation, and analytics. Their role has often required them to wear many hats—overseeing everything from high-level strategy to execution, data analysis, and customer engagement. While human judgment has been invaluable in crafting marketing strategies and understanding consumer sentiment, it’s increasingly clear that the demands of today’s data-centric marketing environment are too complex to rely solely on human effort.

The problem lies in the sheer volume of data that CMOs are tasked with managing. From website clicks and email opens to social media interactions and customer feedback, the amount of data generated is overwhelming, and the speed at which it needs to be processed is faster than ever before.

Traditional marketing strategies simply can’t keep up with the demand for real-time insights and decisions. This is where Agentic AI comes in—replacing the inefficiencies of manual management with proactive, autonomous systems that oversee and optimize marketing strategies across multiple channels, seamlessly managing the entire marketing funnel.

Agentic AI: Smarter, faster, more efficient

At the heart of the next-gen CMO is Agentic AI—a system that operates with real-time insights and predictive analytics to drive marketing decisions at scale. Unlike traditional AI tools, Agentic AI can autonomously analyse customer data, adjust marketing strategies in real time, and optimise campaigns without human delay.

By learning from every interaction and continuously improving its decisions, Agentic AI becomes a dynamic, always-on engine that adapts to shifting market conditions and customer behaviour. Let’s now look at some of the core capabilities of Agentic AI.

• Autonomous decision-making: Agentic AI processes vast amounts of data instantly, enabling marketing teams to respond proactively rather than reactively. From adjusting ad spend to shifting messaging on the fly, it ensures that campaigns remain on track for success without the need for human intervention.
• Omnichannel campaign management: Whether it’s email, social media, SMS, or any future channel, Agentic AI ensures that every customer touchpoint is personalized and cohesive. AI agents can respond to customers across multiple channels in real-time, delivering seamless, tailored experiences at every step.
• Real-time optimisation: Traditional marketing efforts often rely on slow feedback loops and manual adjustments. With Agentic AI, every campaign is optimized in real-time, eliminating the biases and delays of human decision-making and ensuring that marketing strategies evolve based on up-to-the-minute data.

Agentic AI is already changing marketing. AI agents today handle 24×7 customer inquiries, resolving queries in seconds. AI systems can draft personalized email, targeted ads, and optimise delivery times to drive engagement and conversion.

Agentic AI’s true potential lies in its ability to manage every stage of the marketing funnel. From the first touchpoint to post-sale engagement, AI agents can enhance the customer journey, optimising each interaction based on real-time data and personalized insights. AI agents use predictive analytics to identify the right audience and proactively engage them through the most effective channels. No longer relying solely on traditional methods, AI can dynamically adjust outreach efforts to target individuals who are most likely to engage.

As prospects move down the funnel, Agentic AI generates personalised content in real-time based on user behaviour. It can automatically provide tailored messaging, product recommendations, and educational content, deepening engagement and increasing the likelihood of conversion.

When a customer is ready to buy, AI optimises every aspect of the conversion process, from determining the ideal ad to show to deciding the perfect time to send a CTA. By analysing data from past interactions, Agentic AI ensures that each conversion step is seamless and effective. Once a customer is acquired, Agentic AI continues to engage them proactively, answering questions, suggesting relevant content, and even identifying opportunities for upselling or cross-selling. Its ability to understand customer sentiment ensures that no issue goes unresolved, leading to long-term brand loyalty.

Human versus AI: Complementary, not competitive

One of the key concerns about the rise of AI in marketing is the fear that it will replace human jobs, particularly in strategic roles like the CMO. While AI is undoubtedly powerful, it is important to recognise that the role of the CMO will not be displaced by AI—it will be enhanced by it.

AI handles the heavy lifting; the processing of data, automation of workflows, and optimisation of campaigns. This allows marketing teams to focus on higher-level strategy, creativity, and emotional storytelling. AI might excel at crunching numbers and executing tasks at scale, but it cannot replace the intuition, empathy, and human touch that brands need to forge authentic connections with their customers.

The future CMO will be a strategic leader who harnesses AI as a tool to amplify their creativity and intuition. With AI handling the tactical aspects of marketing, CMOs will be empowered to focus on innovation, brand building, and human-centred campaigns that drive lasting connections with their audience.

The future of marketing is not about AI replacing humans—it is about AI empowering humans to do more, faster, and with greater precision. The next-generation CMO will work hand-in-hand with Agentic AI to manage the entire marketing funnel, from lead generation to customer retention. This collaboration will enable businesses to deliver hyper-personalized, emotionally intelligent customer experiences at scale, blending the best of human creativity and strategic insight with AI’s data-driven power.

For CMOs and marketing leaders today, the future is clear: AI will be at the heart of marketing’s evolution. The question is no longer if AI will transform marketing, but how quickly we can embrace this shift and leverage AI to stay ahead in a competitive, data-driven world. It’s time for CMOs to lead with AI—not as a replacement, but as an amplifier of their vision, creativity, and leadership.

—Dikshant Dave, CEO, Zigment.