The value of agentic AI in marketing We estimate that agentic AI will come to power as much as two-thirds of current marketing activities, enabling tasks such as automated content generation, synthetic audience testing, and audience-based media planning (Exhibit 1). Exhibit 1 Ultimately, an agentic workforce has the potential to transform marketing operations in three key ways: Powering topline growth . Organizations that are implementing agentic workflows in marketing can expect to see 10 to 30 percent revenue growth from hyperpersonalized marketing, according to McKinsey research. Much of this new marketing activity will be self-serve due to Reinventing marketing workflows with agentic AI 3