The growing impact of artificial intelligence (AI) was the story of 2025. The MarTech industry was no different as B2B marketers increasingly relied on and piloted different ways to incorporate them into their workflows
At the forefront of this usage were AI agents that advanced from simple automation to becoming a strategic, intelligent workforce capable of architecting and executing high-impact go-to-market strategies.
AI agents are a type of system that can understand and respond to customer inquiries without human intervention. They are created using an agent builder, like Salesforce’s Agentforce, and rely on machine learning to handle a wide range of tasks. These intelligent agents are used from answering simple questions to developing content and all areas in-between for both sales and creative.
The Impact of AI Agents
Agentic AI has taking over core workflows as ABM is evolving into a predictive revenue engine, and content strategies are moving toward proof and authority, said Saul Marquez, CEO and Founder of Outcomes Rocket.
“For the past several years, AI sat alongside the marketing tech stack as a helpful tool. But in 2025, it moved into the center,” said Marquez. “Agentic AI in particular, began taking responsibility for entire workflows, such as building and routing campaigns, sequencing actions, reinforcing QA, and adjusting performance levers without waiting for someone to manually intervene.”
Rising Use of AI
The emergence comes as a Slack Workforce Index revealed a significant increase in AI tool adoption among desk workers— daily usage rising 233% in just six months as workers who use AI daily prove to be 64% more productive and 81% more satisfied with their job than colleagues not using AI.
At the heart of this technology revolution are AI Agents because of their positive impact of performance — 154% of today’s workers are more likely to turn to AI agents to help them perform tasks better and more creatively, rather than to just simply automate their work.
It is just not internal usage as a study by global tech strategists Juniper Research found that the number of customer interactions automated by AI agents will grow from 3.3 billion interactions in 2025 to more than 34 billion by 2027. This surge is driven by accelerating enterprise adoption of AI agents, as platforms provide tools to automate a broader range of customer interactions across customer support, marketing, and sales.
“In 2025, leading communications platforms adopted the Model Context Protocol (MCP); a standard that streamlines how AI agents access tools and data,” said Molly Gatford, Senior Research Analyst at Juniper Research. “By simplifying integration, MCP enables enterprises to rapidly deploy AI agents for customer interaction.
Streamlining Operations
AI agents are rapidly reshaping the landscape for B2B marketers, acting as a strategic partner that automates complex tasks and drives go-to-market success. These agents are being deployed to build more efficient and intelligent marketing engines.
The most immediate impact of AI agents is a dramatic boost in operational efficiency and team productivity. Companies like 6sense and Salesloft launched AI agents this year to automate repetitive marketing tasks, such as crafting personalized emails and managing sales engagement workflows. These tools act as assistants, executing at a scale and speed unable for human teams to match. This allows marketers to reclaim valuable time, shifting their focus from manual execution to strategic planning and analysis.
Omnibound AI’s Al Lalani noted that the 2025 Marketing Technology Landscape now includes over 15,000 solutions with AI-powered tools leading the expansion. Lalani said there are three types of agents most used today:
- The Listener Agent. Constantly monitoring all prospect calls, these agents track every mention of pain points, needs, and competitor references. It captures the real voice of your audience 24/7.
- The Topic Agent. Using those insights, it automatically generates laser-focused content ideas themes for blogs, social posts, and sales battle cards.
- The Creator Agents. These specialized agents take approved topics and instantly draft tailored marketing assets that reflect your brand’s voice and align with what prospects are actually discussing.
“B2B Marketing operations roles will evolve from ‘managing tools’ to ‘designing agent workflows’,” said Lalani. “The skill that matters won’t be writing better prompts. It will be architecting systems where multiple specialized agents work together seamlessly.”
Follow the Money
By automating the foundational work, AI agents empower marketing operations teams to produce more sophisticated and effective go-to-market strategies without getting bogged down in the minutiae of campaign deployment.
Beyond efficiency, AI agents are unlocking new levels of personalization and customer engagement. In the B2B world, AI agents analyze vast datasets to identify buying signals, understand customer intent, and activate the right engagement at the right time.
The adoption of AI agents is directly tied to accelerating revenue growth. By bridging the gap between marketing activities and sales outcomes, these tools provide a clearer path to demonstrating ROI. Platforms from Gong, Oracle, and Xactly now feature agentic AI focused on revenue intelligence and sales performance management. These agents can analyze sales calls, forecast pipeline with greater accuracy, and recommend next-best actions to close deals faster.
“Buyers are signaling that they want brands to act with intention and communicate with clarity,” said Erika Rollins VP of Marketing at CallTrackingMetrics. “AI is giving teams the tools to do that work consistently across channels and touchpoints.”
Moving Past Pilots
The continued use of AI agents is accelerating the growth of marketing function from a cost center into a direct driver of revenue, as its efforts in lead generation and nurturing are seamlessly connected to tangible business results through an intelligent, automated system.
As companies like Salesforce and Pricefx roll out hundreds of specialized agents, marketing leaders not only invest in the technology but in the people and processes required to harness its full potential, ensuring they can navigate this new, AI-driven era of sales and marketing engagement.
“It is estimated that only about a third of B2B organizations have implemented agentic AI at scale,” said Marquez. “Yet, those that have are already gaining an advantage: cleaner execution, more predictable contribution to revenue and better alignment across marketing and sales.”
How 2026 Looks
As for the coming year, ContinuumGlobal Senior Vice President Marie Aiello predicts that marketing organizations that pull ahead won’t be the ones with the most AI tools— they’ll be the ones that think most intelligently about how to use them.
“The goal isn’t to use AI for the sake of novelty, it’s to make AI actionable for marketing: to transform insight into impact, speed into scale, and intelligence into measurable growth,” said Aiello. “The year ahead won’t be defined by machines replacing marketers. It will be defined by marketers who become more intelligent, adaptive, and AI-literate than ever before.”
Omnibound AI’s Lalani sees the winners being determined by those who builds the most effective AI systems.
“The dividing line in 2026 will be between B2B marketing organizations that are AI-enhanced and those that are truly AI-native,” said Lalani. “While some teams manage individual AI tools, others will have autonomous systems generating pipeline around the clock.
“The tool rush taught us what’s possible. Now it’s time to build the systems that make those possibilities scalable, governable, and genuinely transformative.”
