Agents, here we come. The Agentic Era of Marketing

[Jennifer_SAS]

The Agentic Era of Marketing

We believe agents should make marketers more powerful, not more replaceable.  The rise of Agentic AI is the kind of shift that will redefine the meaning of marketing; tasks that once took dedicated resources and hours of effort are now done by agents in minutes. While this change can feel unsettling, it’s also genuinely exciting. It means that the most tedious parts of your day are about to become someone else’s job, and that someone is our agent.

Our Roadmap

Our strategy is straightforward: over the next year or two, we want to deliver an agentic layer that can operate any part of SAS Customer Intelligence 360. We're starting with our journey’s agent, but soon you'll have agentic experiences for creating audiences, emails, and much more. Along the way, we'll also release tools that help both you and our agents work better – such as agents that help you search for your campaign objects and converse with your marketing data.

How We Think About Agents

The best marketing will always require humans in the loop — your brand instincts, your customer knowledge, and your creative strategy. That means our agents are designed to work under your direction, while providing visibility into what they are doing and why. Agents should handle the operational complexity while you stay in control.

Trust will be the Differentiator

As agents proliferate, the question of which AI to trust with your marketing, customer data, and your brand is going to be one of the most important decisions marketing organizations make. The agents you trust will be the ones that are built responsibly, transparently, and with your interests at the foundation of their design.

The most capable agent in the world is worthless if it isn't deeply aligned to the people using it. Trust is central to our approach, and you’ll see that in how our agents make decisions, enforce guardrails, and keep humans in the loop on decisions that matter.

Built With You

We are building this with you. Your input will directly shape how our agents evolve. Our team is committed to getting this right. The future of marketing is being written right now. Let's write it together.

We want to hear from you! If you'd like to join our early access program and help shape what comes next, please reach out to Mac Carlton, Product Manager AI/GenAI (mac.carlton@sas.com).