Observed Signal · Aug 19, 2026 · Analysis · Source: Horizont · Impact: 3/5 · Sentiment: Positive
Agentic AI in Marketing Market: Which Marketers Lead in the Age of Agentic AI?
Sumit Virmani, Global Chief Marketing Officer at Infosys, argues that agentic AI and AI agents are fundamentally reshaping marketing. The guest commentary (published on Horizont on 2026-08-19) highlights that AI-driven agents now resolve around seven out of ten customer chat enquiries without human handover, and that software can autonomously create briefings, generate content, and activate campaigns. The piece discusses which marketing functions will be most affected and which roles will gain importance, while emphasising the need for human oversight.
Agentic AI adoption affects MarTech stacks, conversational CX, and creative operations; commentary comes from a major consultancy CMO and signals practical impacts for marketers and agencies.
Wichtigste Kernpunkte & Evidenz
- Article authored by Sumit Virmani, Global Chief Marketing Officer of Infosys.
- Published on Horizont on 2026-08-19.
- The article states that AI agents now resolve seven out of ten customer chat enquiries without handing them to human employees.
- The piece asserts that software (agentic AI) can autonomously create briefings, generate content, and activate campaigns.
Verknüpfte Unternehmen
3 verknüpfte Unternehmendfv Mediengruppe
Die dfv Mediengruppe ist eine führende B2B-Medienplattform, die hochspezialisierten Fachjournalismus, Branchen-Events und datengetriebene B2B-Werbelösungen zur präzisen Monetarisierung von First-Party-Zielgruppen vereint.
“The site footer shows © dfv Mediengruppe (the publisher group behind Horizont)....”
Infosys
Anbieter von IT-Dienstleistungen und Software-Lösungen für Großunternehmen.
“Sumit Virmani, Global Chief Marketing Officer of the IT consultancy Infosys, explains in his guest article which marketing functions are mos...”
Adobe
Kreativ-, Dokumenten- und Experience-Software für professionelle Anwender und Unternehmen.
“An image credit reads: Anusa/stock.adobe.com; AI-generated (crediting Adobe Stock)....”
Ontology Mapping & Concepts
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.