How agentic AI is redefining the user experience and improving productivity for marketing ops teams.

Let’s get right to the big news! We are thrilled to announce that the power of Marketo Engage is now accessible via an AI-powered user experience to help supercharge your marketing ops team. Our goal for AI isn’t just making you more efficient — it’s to change what’s worth your time and to shift that time from execution-heavy work to strategic ownership.

B2B marketing ops teams are being asked to do more without adding headcount, including more campaigns, faster execution, clear proof of impact. AI can help if it's applied to the work that actually slows teams down, such as the data normalisation, programme QA and translation of ideas into actual campaigns — repetitive processes that have defined marketing automation for years.

With its latest innovations, Adobe Marketo Engage is ushering marketing automation into a new era where AI helps teams create and iterate faster and agentic AI helps teams build, optimise and maintain marketing programmes with fewer manual steps and stronger guardrails. It’s no longer about just “automating emails” — it’s about putting real-time data and intelligence directly into the workflows that marketing ops teams run every day.

Below is a product update on the latest AI capabilities we have announced for Adobe Marketo Engage at Adobe Summit, with a focus on how these innovations will redefine day-to-day execution for B2B marketing operations.

Engage with Marketo through conversation, not just clicks

Marketing ops teams often struggle to manage the tedious process of creating, managing and improving their programmes and campaigns. To cut through and speed up this process, Adobe is introducing a new AI-powered conversational interface for Marketo Engage, with the chat panel as the primary interface. You can use it to browse your marketing activities, select a programme or asset and give agents a command — all from a single screen. When you select a programme, it automatically becomes the context for your next instruction. For example, if you type “QA this programme,” the agent knows exactly which one you mean.

Rest assured, this isn’t a replacement for the interface your team already knows. The familiar point-and-click UI is still there, so you can jump back to it at any point. But for the operational work that consumes most of a marketing ops practitioner’s day — whether it’s investigating leads, validating programmes or planning campaigns — the new conversational workspace can turn multi-step processes into single prompts.

Here's a closer look at the capabilities available in this new experience.

Improve marketing operations workflows.

If you’ve ever validated a programme, cleaned up a lead list or built a programme or Smart List, you know how quickly those "quick tasks" can eat up your day. With purpose-built agents, you can automate these repetitive, error-prone tasks so you can shift your focus back to strategy and execution.

Here's a look at how these agents can improve your team’s productivity:

• Lead list import enrichment. Automatically flag duplicates, standardise values and clean up thousands of records in seconds during lead list import.
• Programme validation. Test programmes against organisational best practices, workspace-specific rules and uploaded test plans, including naming conventions, structure and token configuration.
• Smart List creation. Convert natural-language prompts into a complete Smart List with filters, logic and constraints, without manual configuration.
• Programme and Smart Campaign creation. Automate the creation of programmes and Smart Campaigns with filters, triggers and flow steps using natural language.
• Asset validation. Catch issues before they affect customers by automatically identifying common problems, such as broken links, missing tokens or incorrect settings, before an email or page goes live.

These agents take repetitive, error-prone tasks off your plate without sacrificing the governance and controls your organisation depends on.

Keep your data clean, reliable and accessible.

Clean, reliable data is at the foundation of every great customer journey and it’s even more critical now that AI agents are using that data to make decisions. Yet, data hygiene remains one of the most manual and time-consuming functions for marketing ops teams.

Purpose-built agents for data clean-up and insights let you use natural-language prompts to automate common and critical data management tasks, such as standardising field values, identifying and merging duplicate leads and more. Instead of doing these things manually, you can now describe what you need in plain language and let the agent handle it.

But clean data is only half the equation. You also need to understand what your data is telling you. These agents also let you ask questions about your data and immediately surface the insights that would typically require reporting builds or data pulls.

They also help you to understand what changed and why by detecting trends and anomalies. You can quickly discover conversion dips, volume spikes or programme underperformance and identify the likely drivers. Instead of discovering a problem in a weekly report days later, you can catch it while there is still time to course correct.

Get “how to” product answers in seconds.

Has your team stumbled with onboarding new users? Or have users struggled to find the best way to tackle a new challenge in Marketo Engage? With the AI Assistant for product knowledge, users can ask questions in plain language directly in Marketo Engage and get step-by-step instructions instantly. They can ask questions like, “How do I build a nurture campaign?” or “How do I create a Smart List?”

This isn’t a generic LLM chatbot. Every response from the AI assistant on product knowledge is grounded in official Adobe documentation, with clear citations, so your teams can be confident that they’re configuring everything correctly. The assistant empowers your team to unlock more functionality in Marketo and helps every marketer operate like a power user.

Continuously expanding to support new use cases.

Summit 2026 announcements reflect a clear trajectory for Marketo Engage — evolving from a platform you operate manually into one that works alongside you. The AI Assistant for product knowledge helps your team learn and adopt the platform faster. Purpose-built agents handle the repetitive operational work that drains your time and keeps your data clean and reliable so everything else runs better.

With the new AI-powered conversational interface, your team can browse programmes, issue commands to agents and manage operational work through natural language. We are also introducing a Model Context Protocol (MCP) Server for Marketo Engage, which allows you to connect external AI tools such as Claude or Copilot directly to your instance via secure authentication, giving your broader AI ecosystem access to Marketo Engage capabilities.

With all these capabilities, marketing ops teams can spend less time on maintenance and more time on strategy. We’re just getting started and we can’t wait to see how you and your team benefit from these time savings and new capabilities.

You can hear more about all of this at the Adobe Summit session, Adobe Marketo Engage Roadmap: New AI Innovations to Supercharge Marketing [S202].

Learn more about Adobe Marketo Engage and book a demo today.

Harman Bola is a senior product marketing manager at Adobe, where he leads go-to-market strategy, positioning and sales enablement for Adobe Marketo Engage. He has over a decade of experience in product marketing across B2B SaaS, spanning product launches, competitive intelligence and customer research.