Agentic AI for Marketing Operations: A Keynote by Greg Kihlström

The Competitive Edge of Marketing Operations

• 🎯 Marketing operations is highlighted as a significant, yet often underestimated, competitive advantage for companies.
• ⚠️ It's also acknowledged as a common source of overwhelming, last-minute requests for operations teams.

Introducing Agentic AI in Marketing

• 🤖 The workshop "Marketing Operations in the Age of Agentic AI" moves beyond traditional automation and generative AI.
• 🧠 It focuses on building an operation that can think through work, not just route it, by creating autonomous agents.
• 💡 These agents are designed to perceive data, reason through logic, and execute multi-step workflows with appropriate guardrails.

Modernizing Operational Bottlenecks

• 🛠️ The session will identify and address critical operational bottlenecks such as intelligent lead scoring and data hygiene.
• 🚀 Participants will learn to design an agent-driven approach for dynamic personalization and real-time campaign optimization.
• 📈 The goal is to create a blueprint for a self-driving marketing infrastructure that scales impact without increasing headcount.

Framework and Implementation

• 🧩 A practical agentic framework based on the perception-reasoning-action loop will be introduced.
• 🔗 Attendees will learn how to architect an AI workforce for their marketing stack and integrate it with existing platforms like CRMs.
• ✅ Emphasis will be placed on implementing governance and human-in-the-loop approvals to maintain brand and data integrity.

Target Audience and Workshop Delivery

• 🎓 This workshop is ideal for marketing ops leaders, CMOs, VPs, demand gen leaders, and martech admins.
• 🤝 The workshop can be delivered virtually or in person to help organizations transform their marketing operations.