5 Lessons for Scaling an Agentic AI–powered Marketing Operating Model

CMOs are moving beyond isolated generative AI pilots and toward something far more ambitious: re-architecting their operating model for agentic AI. The question is no longer if AI will transform marketing, but how to scale it responsibly, systematically, and with measurable impact. To succeed, brands need a clear vision and a pragmatic roadmap for how agentic AI will reshape workflows, elevate decision-making, and deliver truly personalized customer experiences at scale. IBM Marketing is living this transformation in real time.

This session highlights IBM Marketing’s firsthand journey in redesigning their marketing operating model—including a roadmap to agentify more than 70% of core marketing workflows. You’ll get an inside look at how agentic AI can be embedded at the foundation of marketing to create an intelligent, adaptive system that drives real business outcomes.

In this session, you will:

• Discover where agentic AI delivers the greatest business value—from faster, smarter strategic decisions to new levels of creative and operational agility.
• Learn the leadership, governance, and risk-management playbook required to operationalize autonomous AI in a compliant, brand-safe way.
• Gain practical guidance on redesigning talent, workflows, and measurement so agentic AI becomes a durable growth engine—not just another technology investment.

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Industry : High Tech, IT Professional Services

Technical Level: General Audience

Track: B2B Customer Journeys, AI, Innovation, and Leadership Trends, Orchestrating Experiences with AI Agents

Content Category: Case/Use Study, Tips and Tricks, Thought Leadership

Audience : Executive, AI Strategy/Technology