Enterprise Brands: How Agentic AI Is Reimagining Performance Marketing

Forbes

06-05-2025

Gully Flowers, Co-Founder of AKA and Partner at Hustle. getty
As consumer behavior becomes more fragmented and expectations for personalization rise, performance marketing is undergoing a fundamental shift. Enterprise brands are turning to agentic AI systems—intelligent automation platforms that unify strategy, creative, production and optimization—to improve return on ad spend (ROAS), reduce production timelines and increase campaign effectiveness across every digital touchpoint.
Unlike traditional AI tools that support isolated tasks, agentic AI systems are designed to operate autonomously across the full marketing life cycle, enabling teams to generate, test and deploy creative assets at scale while responding to real-time data and local context.
Some household names are already proving the potential of agentic AI to drive measurable impact in both digital and physical channels.
In a recent campaign, Google Shopping partnered with AI innovation studio Addition to demonstrate how agentic AI could deliver hyper-personalized content at scale in one of the world's most media-saturated cities: New York City.
Addition developed an intelligent creative pipeline that generated hundreds of unique out-of-home (OOH) ads tailored to specific neighborhoods. The system ingested:
• Location data from LinkNYC kiosks
• Real-time product trend insights from Google Trends
• Geographic context from the Google Maps API
The AI then created neighborhood-specific copy and visuals dynamically, aligned with the vibe, history and holiday shopping trends of each city block. Ads appeared in sync with real-world moments like the Macy's Thanksgiving Day Parade, allowing Google Shopping to create culturally relevant, high-performance media experiences in the public realm. The result was a performance-ready campaign built on an agentic system capable of generating, optimizing and deploying creative at street-level scale.
In the digital arena, Puma and digital agency Monks debuted a groundbreaking use of AI-driven production pipelines at Nvidia's GPU Technology Conference. The team created a complete 30-second video campaign with fully rendered assets, adapted for global markets—all in a fraction of the time typical for commercial production. The system integrates real-time collaboration across creative and strategy teams, asset generation using generative AI and automated performance testing for deployment across multiple platforms.
The agentic system enabled:
• Full creative versioning for A/B testing
• Cloud-based delivery and channel-specific adaptation
• Continuous iteration based on campaign performance
For enterprise marketers seeking to optimize customer acquisition cost (CAC) and increase media efficiency, this agentic workflow represents a major leap forward in AI-powered marketing operations. Why Agentic AI Matters For Marketing Leaders
In performance marketing, speed, scale and personalization are key drivers of growth. Agentic AI systems can deliver on all three by:
• Reducing production bottlenecks and manual workflows
• Generating personalized content across audience segments and regions
• Enabling rapid testing and adaptation for campaign optimization
• Creating always-on content pipelines that respond to real-time insights
For CMOs, chief digital officers and performance marketing leaders, these systems offer a path to sustainable content velocity, deeper audience relevance and higher campaign ROI—without inflating head count or outsourcing costs. A New Operating Model For Advertising And Media
As brands demand faster turnarounds, localized messaging and measurable outcomes, marketing infrastructure must evolve. Agentic AI platforms provide the backbone for a new marketing operating model—one that blends human creative direction with intelligent automation and machine learning.
The campaigns from Google Shopping and Puma are early indicators of what's possible when enterprise companies pair AI strategy with creative agility. With the right systems in place, brands can move from batch production to real-time content orchestration across markets, channels and formats. The Future Of Performance Marketing
The future of performance marketing is intelligent, scalable and system-driven.
Agentic AI is not just a technology trend—it is an operational shift that enables enterprise marketing teams to execute faster, create more relevant content and drive higher performance across the entire marketing funnel.
Companies that build this AI infrastructure now can gain a competitive edge in content speed, quality and precision—factors that increasingly define success in modern marketing.
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