Start agentic marketing with roles, not use cases

Use cases are tactical, roles are structural

Most discussions around AI in marketing still revolve around use cases: generate content, analyze performance, build audiences. But use cases are tactical and short-lived. Roles are structural and durable.

As we explore the vision of agentic marketing, the real shift envisioned isn't just automation. It's the emergence of new teammates in the marketing organization, except they're silicon-based.

The right question we want to ask is: what roles should AI play inside the marketing team?

Roles AI agents take

• Researcher (gathering market, customer, and competitive intelligence)
• Analyst (identifying patterns across campaigns and channels)
• Operator (executing and optimizing repetitive marketing workflows)

Roles humans focus on

Human marketers focus on roles that require judgment and decision-making:

• Strategist (defining growth opportunities and marketing direction)
• Experience Owner (shaping the end-to-end customer experience)
• Creative Director (guiding narrative, brand expression, and differentiation)

Why defining roles instead of use cases matters

• Roles scale across many marketing activities
• Roles align with how organizations are structured
• Roles create a clear human + AI collaboration model

The vision is to create a symbiotic marketing team: human and AI working together.