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.
Key Takeaways & Evidence Grounding
- 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.
Connected Companies & Entities
3 Entities mappeddfv Mediengruppe
B2B media group for specialist publishing, events and advertising.
“The site footer shows © dfv Mediengruppe (the publisher group behind Horizont)....”
Infosys
Enterprise IT services and software provider for large organisations.
“Sumit Virmani, Global Chief Marketing Officer of the IT consultancy Infosys, explains in his guest article which marketing functions are mos...”
Adobe
Creative, document and experience software for professionals and enterprises.
“An image credit reads: Anusa/stock.adobe.com; AI-generated (crediting Adobe Stock)....”
Ontology Mapping & Concepts
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