What is agentic AI in marketing automation?

Agentic AI in Marketo Engage refers to AI that can not only analyse data and make recommendations, but also help orchestrate and automate marketing actions based on defined guardrails. It supports marketers by assisting with tasks like audience selection, content creation and programme optimisation while keeping people in control of strategy and approvals.

How does generative AI improve email and content performance in Marketo Engage?

Generative AI in Marketo Engage can help to create and refine subject lines, copy and variations tailored to different audiences and offers. By testing and learning from performance data, it helps marketers quickly iterate on messages that resonate, which can lead to higher engagement and conversion rates over time.

How does AI help optimise customer journeys and marketing ROI?

AI in Marketo Engage identifies which segments, messages and channels are most likely to drive desired outcomes, then helps optimise journeys accordingly. By continuously learning from engagement and conversion signals, it supports smarter budget allocation and more effective programmes that improve overall marketing ROI.

Is Marketo Engage AI designed for enterprise use?

Marketo Engage is built with enterprise-level security, governance and privacy controls designed to support responsible use of AI. Organisations can configure permissions, manage data usage and align AI-powered experiences with internal policies and regulatory requirements.

What marketing workflows can be automated with AI in Marketo Engage?

AI in Marketo Engage can help to automate workflows such as lead and account scoring, audience segmentation, content recommendations and send-time optimisation. It also supports ongoing testing and refinement, allowing teams to scale personalised programmes without adding manual effort to every campaign.

Adobe Marketo Engage Features

AI and agentic capabilities

Adobe Marketo Engage uses AI to boost marketing efficiency and buyer engagement throughout the customer journey.

COMING SOON

Improved marketing operations workflows.

Use natural language prompts to automate the repetitive work behind campaigns so teams can launch faster, keep data clean and improve performance.

Lead list import enrichment. Automatically flag duplicates, standardise values and clean up thousands of records in seconds during the 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 set-up.
Programme and smart campaign creation. Automate the creation of programmes and smart campaigns with filters, triggers and flow steps from 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.

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Optimised content creation

Spark creativity and improve efficiency on your team with AI-generated, commercially safe content.

High-performing webinars. Improve engagement and conversions by creating and using AI-generated summaries, chapters and FAQs from on-demand recordings.
Generative AI authoring. Accelerate email creation and improve performance using generative AI to create email copy, subject lines, images and more.
Image to HTML converter. Upload a compliant PNG or JPEG image file of an email and automatically convert it into an HTML template.
Brand compliance (coming soon). Ensure every asset aligns with your brand guidelines when using generative AI to apply your brand’s logos, colours and styles.

Learn more about generative AI capabilities in Adobe Marketo Engage.

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Journey creation and optimisation

Empower your teams using agentic AI that creates and improves multitouch journeys.

Journey creation (coming soon). Generate multistep journeys from a marketing brief, text, image or voice prompt.
Journey optimisation. Use AI to easily prove ROI, optimise marketing and ad spend across the entire journey and measure the influence and incremental impact of every customer interaction.
Journey insights on-demand (coming soon). Use natural language prompts to surface journey metrics, trends and performance insights.

Learn more about Journey Agent.

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COMING SOON

Faster onboarding for Marketo Engage users

Get access to an in-product assistant for using Marketo Engage that answers questions in plain language and returns clear instructions, grounded in official Adobe documentation.

Instant answers, right inside Marketo Engage. Ask questions like “How do I build a nurture campaign?” or “How do I create a Smart List?” and receive clear, step-by-step guidance without leaving the platform.
Faster onboarding. Turn Marketo Engage into an in-product coach that guides new team members through core features as they work.
Marketo Engage power user support. Provide marketers with curated guidance to set up new and existing features correctly, follow best practices and maximise their use of Marketo Engage with quicker results.
Trusted guidance. Get answers based on official Adobe documentation with clear citations, giving your teams confidence they’re configuring Marketo Engage correctly.

Learn more about AI Assistant for product knowledge.

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COMING SOON

Smarter data management

Use natural language prompts to surface insights, clean your database and keep your data accurate.

Data normalisation and deduplication. Automate common and critical data management tasks, such as standardising field values and deduplicating leads in your Marketo Engage database.
Data insights. Ask questions about your data and immediately surface the data insights that typically require reporting, builds or data pulls.