{
  "id": 18330041,
  "title": "AI Agents Are Reshaping the Business of Marketing",
  "url": "https://urgent.news/2026/11/05/ai-agents-are-reshaping-the-business-of-marketing",
  "topic": "ai",
  "section": "AI",
  "published": "2026-11-05T15:39:40.000Z",
  "source": {
    "name": "Newsweek",
    "slug": "newsweek",
    "url": "https://www.newsweek.com/ai-agents-are-reshaping-the-business-of-marketing-12663790"
  },
  "original_language": "en",
  "account": "Artificial intelligence (AI) is rapidly becoming embedded in various business functions, with recent surveys indicating that nearly nine out of ten organizations now use AI in at least one area. This adoption is driving the emergence of autonomous AI agents capable of planning and executing tasks with minimal human intervention. This development is reshaping the marketing landscape, as companies are leveraging these agents to plan campaigns, analyze performance, generate content, and optimize workflows.\n\nOne notable benefit of using AI agents in marketing is the potential for significant gains in speed and efficiency. For instance, a survey by video technology company Kaltura found that 41 percent of senior marketing professionals reported repurposing long-form digital content into shorter clips, using AI tools to extract more value from their existing material. Leo AI, a New York-based startup, is developing technology to help businesses maximize the use of their content. Their video agents can transform hours of footage into multiple short-form videos, potentially generating dozens of clips from a single four-hour library of spoken content, while reducing editing costs to less than a dollar per clip.\n\nHowever, the growing use of AI agents in marketing also raises questions about whether greater automation can deliver measurable commercial value. While AI can improve marketing outcomes, such as sales and conversion rates, it is still unclear whether increased efficiency leads to stronger customer engagement and better financial results. Oguz A. Acar, a professor of marketing and innovation at King's College London, points out that there is a gap between increased productivity and improved campaign performance, particularly when factoring in oversight costs and longer-term customer relationships.\n\nThe potential impact of AI agents on the marketing industry is significant, particularly for agencies whose revenues depend on labor-intensive work. As AI agents become more capable of handling routine tasks, agencies may face pressure on their business models, which primarily charge clients for labor, production, and campaign management. Furthermore, the rise of platforms like Google, Meta, and Amazon, which are developing systems to automate aspects of campaign planning, execution, and optimization, could add pressure on agencies to demonstrate their unique value proposition beyond campaign delivery.\n\nFor businesses and agencies alike, the key to navigating this AI-driven transformation lies in distinguishing between doing more and achieving more. While AI agents can excel at generating metrics, they may not always align with the broader commercial objectives that businesses truly care about. To maximize the benefits of AI in marketing, companies must carefully evaluate how these tools contribute to their overall goals and ensure that the increased efficiency translates into stronger customer engagement and improved financial results.",
  "summary": "Businesses are embracing automation to cut costs and boost output, but proving its impact on revenue remains a challenge.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}