AI agents in marketing: A practical-ish overview

Remember when "agent" meant someone in a suit trying to save the world from Dr. No? Well, times have changed. Today's agents are more silicon than suited, and they're changing how we approach marketing and customer data. And, unlike James Bond, they don’t need a license to analyze — just some well-structured data and clear objectives.

The great AI agent debate (spoiler: It's not that complicated)

HubSpot's Dharmesh Shah recently shared some thoughts about AI agents on LinkedIn. While some folks are caught up in endless debates about what constitutes an "agent" (can’t we just decide if a Hot Dog is a sandwich instead), Dharmesh offers a refreshingly practical take: it's all about the spectrum.

The three flavors of AI agents

1. The chatty types (conversational agents)

These are the extroverts of the AI world. They're the ones handling your questions in chat interfaces. They're like that super-knowledgeable helper who never needs a coffee break and has instant access to your entire knowledge base. They can handle everything from “What’s your return policy?” to, “I need help building a complex marketing automation workflow.” And, unlike human agents, they don’t get cranky handling their 1000th password reset request of the day.

2. The task masters (workflow agents)

These are the Marie Kondos of the AI world — they love organizing information. They handle everything from data analysis to image generation, following either predefined steps or taking direction from an AI "manager" (aka orchestrator). They can be triggered manually, run on a schedule, or spring into action when specific events occur, like when a new customer enters your CDP.

These are the agents that make marketers' lives easier by handling the grunt work, such as:

• Automatically segmenting your customer base based on behavior patterns
• Generating and A/B testing email subject lines
• Creating first drafts of social media posts based on your brand voice
• Monitoring campaign performance and make real-time adjustments

3. The hybrid heroes (app-like agents)

The Swiss Army knife, but for AI. These agents combine chat interfaces with traditional UI elements like buttons and forms. They're flexible enough to run autonomously, pause for human input, and send you notifications when they're done. It's like having a personal assistant who's equally comfortable with conversation and clicking buttons.

These are particularly powerful for marketing tasks that require both analysis and creativity. For example, they might:

• Help you design and execute multi-channel campaigns
• Create and optimize landing pages
• Manage your content calendar while suggesting trending topics
• Handle influencer outreach and relationship management

What makes these AI agents tick?

According to Dharmesh, all these agents share some common traits:

• They're powered by Large Language Models (LLMs)
• They have access to tools and APIs (their own little utility belt)
• They can remember things (at least during their running time)

But what makes them truly special is their ability to combine these elements in ways that actually make sense for your business. It's not just about having AI – it's about having AI that understands your specific marketing context and goals.

The future of marketing is collaborative

In the future, these agents might start working together, like a high-tech version of the Avengers. Imagine your customer service agent automatically collaborating with your data analysis agent to provide deeper, more personalized responses to customer queries.

Picture this scenario: A customer reaches out about a product recommendation. Your conversational agent handles the initial interaction, while a workflow agent analyzes their purchase history and browsing behavior. Meanwhile, a hybrid agent pulls relevant content and offers, creating a personalized response that feels both informed and human.

The power of AI agents + customer data

To understand just how transformative these AI agents can be when combined with robust customer data, let me share a perspective from our CEO, Jason Davis. He recently drew an interesting parallel between customer data and security footage outside a retail store.

Think about it: a well-placed security camera could tell you exactly what cars your customers drive, when they typically arrive, which nearby stores they visit, and who they shop with. Now imagine having that same level of insight into your digital customer interactions.

The challenge? Most brands today are swimming in data but drowning in complexity. Their customer insights are locked away behind complicated SQL queries and cross-departmental red tape. That's where AI agents make the difference.

These agents can turn mountains of unstructured data – from customer service calls to online reviews to browsing patterns – into actionable insights in real time. No more waiting days for reports. No more getting lost in technical overhead. Instead, you have a clear, contextual understanding of your customers when you need it.

What this means for marketers

For those of us in the data-driven marketing world, this has huge implications. AI agents aren't just about automating tasks – they're about creating smarter, more responsive marketing systems that can:

• Process and analyze customer data in real-time
• Provide personalized customer experiences at scale
• Execute complex marketing workflows without constant human intervention
• Adapt to changing customer behaviors and preferences

The real difference here is the shift from reactive to proactive marketing. Instead of waiting for problems or opportunities to become obvious, these agents can spot patterns and trends early, allowing you to adjust your strategy before your competition even notices what's happening.

The bottom line

As Dharmesh puts it, the goal isn't to get caught up in definitions but to focus on usefulness. Whether you're working with chatbots, workflow automation, or hybrid solutions, the key is finding ways these agents can help your team work better and create more value for your customers.

Think of it this way: Nobody cares if your car is technically a sedan or a crossover as long as it gets you where you need to go. The same applies to AI agents – their classification matters far less than their ability to solve real problems.

Looking ahead at AI agents in marketing

While we're excited about all the possibilities, we're even more excited about how these technologies will integrate with customer data platforms like Simon. The combination of AI agents and robust customer data management will create marketing experiences that feel less like automation and more like a genuine, data-informed experience. Allowing marketers to stop guessing and deliver personalized experiences yet still make it home for dinner. 

And isn't that the real dream? Not just better marketing, but better marketing that doesn't require sacrificing your personal life on the altar of optimization. These agents aren't just tools – they're partners in creating marketing that works better for everyone: businesses, customers, and yes, even us marketers who occasionally like to see our families.

Human creativity remains at the heart of marketing, with AI serving as our amplifier and enabler. These tools give us the support to push creative boundaries, think more strategically, and deliver better results.