Agentic AI for Marketing: Find and Activate Audiences Faster

Every marketing leader sees the potential of Agentic AI across their programs. The challenge? Deciding where to start.

Join guest speaker Katie Linford, Principal Analyst at Forrester, for a practical conversation about how marketing teams can approach AI adoption with clarity and confidence. Katie will share how Forrester helps marketing leaders think through their AI journey — from building the right foundation to identifying early use cases that can deliver real value.

We’ll also take a closer look at one of the most practical places to begin: audience segmentation. Advances in Agentic AI are reshaping this core marketing use case, helping marketers move beyond manual processes and complex rule-building to design audiences using natural language and unified customer data.

What you’ll learn:

• Why successful Agentic AI adoption starts with strategy — not just technology
• How enterprises can adopt marketing AI responsibly using Forrester’s AI Deployment Model for GTM functions
• How Agentic AI helps marketers segment audiences faster and improve targeting precision
• How an Audience Agent can recommend and generate audiences using unified customer data — in a marketer’s own language — making it easier to take the first step with Agentic AI