#AIinMartech

[dluxtechpvtlimited]

Coca‑Cola, JPMorgan, Marriott... and Agentic AI? Inside the Agentic Future of Martech

Have you ever paused midswipe through your martech dashboard, wondering: Who—or what—just launched that campaign?

You didn't click "Go," yet the audience is live, content is optimized, and A/B tests are rolling—all without you lifting a finger.

That surreal moment is the real-world debut of Agentic AI—not a passive assistant waiting for commands, but an autonomous teammate that thinks, adapts, and acts.

At Adobe Summit 2025 in Sydney, this wasn’t just a product pitch—it was a paradigm shift. Luxman Pai and DLUX crew came back electrified by one theme: Agentic AI

Our CEO, Luxman Pai , shared, this was the standout takeaway, and he was genuinely "super excited" about the cutting-edge innovations and how ready these tools are for real-world use.

“Agentic AI… now that’s exciting,” echoed a voice from the floor on LinkedIn.

The energy from the floor, the buzz online, and the innovative tools showcased all point to one thing: Agentic AI is ready to change the game. It’s not just evolving martech workflows; it’s revolutionizing how marketing gets done.

Big-Name Moments from Summit 2025

Adobe put Agentic AI front and center, supported by its Agent Orchestrator and ten purpose-built agents. But the real-world impact shone brightest through bold brand stories:

The Coca-Cola Company's CEO James Quincey joined Adobe CEO Shantanu Narayen on stage, spotlighting how Coke uses Adobe’s tools to create hyper-localized campaigns for over 200 brands—powered by generative and agentic AI.

At JPMorganChase, CEO Jamie Dimon shared how Adobe-fueled automation runs deep in their AI stack of 2,000+ data scientists, helping them cut prospecting costs by tenfold.

Marriott International’s VP Hillary Cook revealed how their teams are unlocking Shutterstock-level speed in segmentation and personalization using Brand Concierge agents.

ServiceNow's CMO Colin Fleming championed brand-led automation, showing how Agentic AI merges creativity with streamlined execution across B2B workflows.

The Rise of the Agentic AI

Picture this: You log into your Martech platform, expecting to plan your next campaign. But everything’s already done. The audience is defined. The content is tailored. Tests are running. Performance’s being optimized in real-time.    And you didn’t click a thing.

Sounds like science fiction? It’s not. Welcome to the era of Agentic AI.

This isn’t just automation that follows instructions—it’s AI that takes the lead. Not a silent assistant waiting for input, but a smart partner that understands goals, makes decisions, and acts on them. It’s a shift from doing things faster… to thinking smarter.

Agentic AI is changing the game in Martech—evolving from basic task automation into something that feels more like a strategist in its own right. One that collaborates, adapts, and sometimes even surprises you.

Step 1: From Hyperautomation to Autonomy

Hyperautomation tools have been great at speeding up admin tasks—email triggers, report exports, A/B testing workflows.

But Agentic AI flips the script: it builds campaigns, creates audiences, analyzes performance—and can even launch experiments—on its own, orchestrated via a reasoning engine that links multiple agents together

👉 Quick interactive thought: “What if your marketing stack could ideate, create, launch, analyze, learn, and optimize—without you stepping in?”

Step 2: Meet the Purpose-Built Agents

Adobe’s 2025 Summit spotlighted ten such agents within Experience Platform—four key ones include:

Audience Agent – builds and refines segments for personalization

Data Insights Agent – digests analytics and uncovers story-worthy trends

Experimentation Agent – ideates A/B tests, runs them, reports findings

Product Advisor Agent – delivers product discovery experiences tailored to customer profiles.

These agents form a dynamic toolkit—a collaborative AI ecosystem that works for the marketer, not just at the marketer.

Step 3: The Orchestrator—Your AI Manager

At the core is the Adobe Experience Platform Agent Orchestrator, a reasoning engine that determines which agents, in what sequence, should achieve a specified goal. Think of it as central AI command: you define what you want; it figures out how to get it done.

Why This Matters for Marketers

Scale without sacrifice – Now you can run personalized experiences at scale without ballooning your team.

Shift focus to strategy – Human creativity can focus on brand voice, storytelling, and innovation—while agents handle the heavy lifting.

Faster insights, faster action – Agents analyze in real time and take the next best action, exponentially increasing speed-to-market.

Data-powered autonomy – With high-quality data as fuel, agent orchestration can become a self-driving marketing engine.

Interactive pause: How could Agentic AI support your next campaign—say, a holiday launch or product roll-out?

True Autonomy or Hyperautomation 2.0?

You decide. Agentic AI redefines hyperautomation: it's not just about automating tasks, but autonomously executing strategy. Marketers become showrunners, orchestrating intelligent agents to bring ideas to life.

Thanks to insights from Adobe Summit 2025, it’s clear: Agentic AI has arrived—and it’s charging right at the heart of martech.

What do you think the first tasks you'd hand over to an AI agent would be? Drop your ideas below—we’d love to discuss!

At DLUX, we’re proud to be an Adobe Bronze Partner, helping brands unlock the full potential of the Adobe ecosystems.

📩 Let’s connect — reach out at sales@dluxtech.com to explore how we can support your marketing transformation.

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