How agentic AI can help drive radical transformation for marketing
AI continues to evolve, pushing businesses to reimagine how they deliver value on a daily basis. Still, in a recent PwC survey, 89% of leaders told us their tech investments haven’t fully delivered the expected results, but just 27% have fully embedded an AI strategy across business units. Value won’t come from simply plugging your data into an LLM. Real, sustainable outcomes will come from integrating AI across your functions and breaking down silos.
Marketing is particularly well positioned to take advantage of AI’s next-generation capabilities, though not without several complexities and potential challenges like inconsistent or imprecise audience targeting, production bottlenecks, and unoptimized campaigns. What if the business of shaping marketing could be a truly unified experience, coordinated by AI from strategy through activation—and acting on the analytics and opportunities it uncovers?
Marketing’s success as a discipline hinges on its ability to connect efficiently and effectively with consumer needs, increasing customer understanding and revealing new opportunities that deliver ROI. Still, with its broad reach across multiple programs and platforms, marketing faces some unique issues in adopting AI. Legacy processes, fragmented data stacks, bottlenecks, and so on limit marketing’s growth potential even as the shift to agentic AI takes place.
Enabled by Salesforce Agentforce Marketing, PwC’s agentic marketing console can serve as a marketing orchestration layer, where specialized AI agents can lead campaign execution and personalized engagement for both B2B and B2C companies.
Getting to know PwC’s agentic marketing console
We can help. Our AI-enabled marketing console is a control center designed for your marketing activities. This central hub—built on Salesforce Agentforce Marketing, Data 360, and Slack—can coordinate specialized AI agents that work across your marketing ecosystem to create efficiency and alignment, while keeping human expertise at the helm.
When implemented, brief creation, audience targeting, personalized content, customer journey orchestration, and performance analytics can all be managed in real time with assistance from AI marketing agents working within Salesforce applications. Marketing activities can then be more easily overseen, as well as more quickly adjusted, by the humans in charge.
Regardless of how your organization currently works, certain underlying capabilities should be built into its structure to facilitate successful transformation to AI-enabled marketing. These include ecosystem orchestration, an integrated operating model, scalable data and technology, responsible AI principles, and change management and adoption. Evaluating the level of support you require in each of these categories and delivering that support is part of the PwC approach to building sustained business outcomes.
Behind the scenes: Defining the right goals and inputs
Start by defining a vision that’s rooted in your values and looks toward the future. PwC can help you make that vision real by creating use cases across six workflows, showing how AI can reshape everyday activities across your marketing ecosystem.
Insights and innovation
Translate consumer signals into vetted concepts, rapidly test and refine ideas, and evaluate potential for each concept.
Brand strategy
Detect trends and audience signals, refine and adapt brand narratives, support brand governance, and measure brand performance.
Marketing planning
Identify growth opportunities, forecast demand, improve channel and budget allocation, and generate campaign-level strategic plans.
Content supply chain
Automate asset generation, localization, tagging, enrichment, governance and performance optimization.
Campaign operations
Automate smart campaign brief creation, journey orchestration, and campaign execution and optimization.
Marketing analytics
Define KPIs, build reporting templates, and activate real-time insights for continuous adaptation and improvement.
Ready to perform: AI agents and their outputs
Once we’ve created and assessed use cases for each of these marketing workflows, we help you support them with AI agents and applications that can streamline manual activities at each step along the way.
You might, for instance, want AI agents that perform insight mining, opportunity identification, and concept generation, or agents that create and test digital twins of products and concepts for user feedback or regulatory compliance. Those agents can then use Salesforce and other applications to deliver results in ways that can be quickly evaluated and moved to the next step by humans.
A business that runs many campaigns might have a brief creation agent that works within Agentforce Marketing to autogenerate strategies and briefs. For smart audience targeting, a segmentation agent might work within Data Cloud to provide segmentation. Content agents and journey orchestration agents can provide personalized content at scale in automated, multi-channel customer journeys through Agentforce Marketing. And, when it’s time to judge how marketing is performing, analytics agents within Tableau Next can provide real-time insights and adjustments.
Implementing the appropriate agents and apps means AI can then deliver outputs appropriate to each workflow. This might include early-stage concepts as well as refined ideas, compliant and regulatory-ready content, or reusable insights that can be applied in multiple contexts.
Setting AI up to evolve and succeed in marketing
Once you’ve implemented this powerful group of highly specialized agents custom-built to support your business and its marketing needs, the results can transform your marketing output in terms of revenue growth and increased productivity. Not only can core business lines see volume uplift and ROI improvement, but media spend, content and campaign automation and labor costs can also be expected to become more efficient.
Ultimately, leveraging AI for marketing transformation can enable smarter organizations to operate at the speed of consumer behavior while staying grounded in precision, prediction, and emotional relevance.
Can an agentic console design workshop help your organization transform its marketing function?
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