Making Our Life Easier: Agentic AI in Marketing Automation - Gunnar Habitz, ActiveCampaign
In today's fast-paced marketing landscape, the promise of truly autonomous systems is becoming a reality. This presentation will explore how Agentic AI is revolutionising marketing automation, moving beyond simple workflows to intelligent, goal-driven orchestration. Drawing insights from ActiveCampaign's latest advancements in Autonomous Marketing and the new Active Intelligence layer, we'll delve into how AI agents can imagine, activate, and validate campaigns, freeing up marketers from repetitive tasks.Discover how these intelligent systems can generate personalised content, optimise sending times, segment audiences with precision, and adapt strategies in real-time, ultimately leading to more impactful and efficient marketing efforts. Learn how to leverage Agentic AI to streamline operations and drive significant business growth. This will be a massive timesaver for marketers and marketing agencies to achieve better outcome, faster. Key Takeaways: Agentic AI is transforming marketing automation. The shift is from basic workflows to intelligent, goal-driven systems that can autonomously manage campaigns. ActiveCampaign's AI agents offer comprehensive capabilities, such as developing strategies, activating campaigns and validating their impact, covering content generation, optimisation, and audience segmentation. The benefits include enhanced efficiency and growth: By leveraging Agentic AI, marketers can streamline operations, deliver personalised experiences, and ultimately drive significant business growth.
Making Our Life Easier: Agentic AI in Marketing Automation - Gunnar Habitz, ActiveCampaign
- 1. KEYNOTE MELBOURNE, AUSTRALIA ~ AUGUST 19 - 20, 2025 DIGIMARCONOCEANIA.COM | #DigiMarConOceania Making Our Life Easier - Agentic AI in Marketing Automation Gunnar Habitz SENIOR PARTNER MANAGER ACTIVECAMPAIGN
- 2. August 2025 DigiMarCon Australia Making Our Life Easier Agentic AI in Marketing Automation Gunnar Habitz Senior Partner Manager APAC
- 3. Grow your business with AI-powered automations CX Apps Marketplace includes: 180K+ Customers 170 Countries 4B+ Automated experiences weekly 960+ Integrations 6000+ Active partners #1 On G2 & EmailTooltester 1,000+ Employees
- 4. marketing automation Step-by-step workflows that help scale targeted marketing efforts. User-friendly for those who have the time to learn. Can be complex.
- 5. Agenda 01 Situation: Marketing Automation Status Quo 02 Solution: Introducing Agentic AI 03 Show: AI Agents in Action 04 Payoff: The Business Impact 05 Outlook: Where Next?
- 6. Situation
- 7. Human Intelligence The Traditional Marketer who handles all tasks ● Create campaign content ● Asking internal experts ● Find images ● Write social media posts ● Build campaigns ● Track reporting
- 8. Human Intelligence The Traditional Marketer who handles all tasks ● Create campaign content ● Asking internal experts ● Find images ● Write social media posts ● Build campaigns ● Track reporting
- 9. Generative Artificial Intelligence The Marketer with an AI Co-Pilot ● Use Gen AI tools to write content ● Create images within the email platform ● Edit and refine AI’s output ● Correct accuracy and tone ● Use another tool for social media posts ● Request third tool for analysis
- 10. Marketing Automation doesn’t follow instructions anymore. Imagine it acts with purpose and integrity? What if… marketer’s dream
- 11. Solution
- 12. Generative AI Agentic AI
- 13. Agentic Artificial Intelligence The Marketer with an Intelligent Assistant ● Start conversational AI agent with a task ● Check the outcome and correct ● Approve the agent’s activities ● Complete the tasks in the same workflow ● Conduct further steps from the same agent ● Compare analytics via reporting agents
- 14. The Agentic Cycle Your co-pilot for smarter marketing Personal touch at any scale More time for what matters IMAGINE ACTIVATE VALIDATE
- 15. Active Intelligence It’s what powers and enables autonomous marketing. Flowing through every part of our platform, it brings together our most advanced AI and automation capabilities to transform how marketers, owners, and agencies work. It’s the intelligence behind everything, from our automations to our conversational workspace, autonomous agents, and performance insights.
- 16. Show
- 18. Welcome to the Family
- 19. AI Agents Work and Humans Decide
- 20. Create a Flash Sale Campaign to Welcome New Customers
- 21. Create a Flash Sale Campaign to Welcome New Customers
- 22. Automate a 7-day Drip Campaign to Nurture Leads and Increase Engagement
- 23. Automate a 7-day Drip Campaign to Nurture Leads and Increase Engagement
- 24. How do my Open Rates Compare to Industry Standards?
- 25. Payoff
- 26. “We just sent out an email today, and this was a new one I just discovered: when I sent it, ActiveCampaign’s AI agent gave me the option right away to set up an automation to follow up for when people open the email.” - YMCA of Alexandria
- 27. “I feel like the AI Create features is my creative partner. Just sitting down and clicking that button helps me go from hesitation to inspiration.” - Spark Joy New York
- 28. 10 hours saved per week by using AI Brand Kit and Email Templates ActiveCampaign Users Achieved Remarkable Results 3x sales volume by using AI-powered automations 20% higher open rates with predictive sending 12.8% click-through rate for a targeted campaign, compared to the industry average of 2% 27% average contact growth year over year across all branches 85% faster campaign creation, supported by AI Agents 10x revenue growth and consistent $10k+ months Significant time savings by reducing campaign creation time from 1 week to 1 day 300% increase in month-to- month email revenue 45% completion rate for their survey
- 29. Outlook
- 30. autonomous marketing A leap beyond traditional marketing automation. Not just assistance. And not just automated workflows. But true AI-first marketing, where you focus on your goals and Active Intelligence turns them into fully realized, cross-channel campaigns that are built to perform.
- 31. Who Uses Autonomous Marketing? Agency Success driven by repeatability Evolve your agency to thrive in the AI era Position your agency for the future with customized AI agents that scale your unique market expertise—so you can productize what you know, deliver it at scale, and build services no other agency can match. Marketer Wears many hats Introducing the autonomous marketing platform It’s more than marketing automation. It’s your goal-aware strategist. Email marketer. Content creator. Campaign planner. Performance analyst. Win every day with the autonomous marketing platform.
- 32. Solving Marketers Challenges With Agentic AI Keep workflows for simplicity Use goal-driven systems Add conversational approach Transform Activate campaigns & tasks Optimise content creation Help to draw human conclusions Capabilities Gain Enhanced efficiency Enjoy personalised experience Drive significant business growth Outcomes
- 33. Q&A Gunnar Habitz Senior Partner Manager APAC ghabitz@activecampaign.com www.linkedin.com/in/gunnarhabitz