Why your future marketing teammate might be an AI agent
AI agents now handle real tasks in marketing—from planning to reporting. Here's how marketers are adapting.
Marketing teams are changing.
AI is no longer used only for small tasks. It is starting to act as a part of the team.
This change is explained in Microsoft's 2025 Work Trend Index, a study based on 31,000 workers across 31 countries.
The report shows that AI "agents"—systems that can plan, act, and complete tasks with little human involvement—are now taking on real work inside businesses, including marketing.
In the near future, a marketer's teammate may not be another person. It may be an AI agent assigned to work alongside them.
AI agents are already doing marketing tasks
Microsoft outlines three stages of AI integration. First, AI helps people with individual tasks. Next, AI agents take on full projects with human supervision. Finally, AI agents manage workflows, with humans stepping in only when needed.
Some companies are already using AI in the second stage.
A solo founder is running a staffing business using AI agents, with revenue expected to reach US$2 million. Another startup uses AI for market research and simulations, leading to a 20% increase in profits.
In marketing, AI agents are working on audience research, campaign planning, writing draft content, and analyzing campaign performance.
Marketers provide direction, and AI agents complete the first versions of tasks for human review.
Teams using AI agents are saving time
The report shows that 73% of employees at AI-forward companies already use AI to support marketing tasks, compared to 55% globally.
Examples from other industries show the time savings that marketing teams could also achieve. Bayer’s Crop Science R&D team saves about six hours each week per employee by using AI to assist with research.
The Estée Lauder Companies use an AI agent to collect and organize customer insights automatically, reducing the time needed to gather information.
This suggests that marketing teams using AI agents may have more time for higher-value work by letting AI handle preparation and early research tasks.
Marketing roles will shift from execution to supervision
The way marketing teams are structured is also changing. Microsoft predicts the rise of a "Work Chart," where people and AI agents are organized around specific goals rather than traditional department titles.
Instead of building large specialized departments, companies will create flexible project teams. Marketers will be expected to assign work to AI agents, check results, and ensure the output meets project goals.
Marketing work will be less about completing every task manually and more about overseeing workflows where AI plays a role.
Companies are planning to use more AI agents and fewer new hires
Hiring plans are shifting.
The report states that 45% of business leaders plan to expand team capacity by adding AI agents instead of new human employees.
At the same time, 33% are considering reducing headcount because of the efficiencies AI agents can create.
Some marketing teams already use AI agents for SEO checks, content research, and early draft creation.
Instead of hiring additional junior marketers for these tasks, companies may use AI agents as part of the standard workflow.
Marketers who can manage AI will adapt better
The shift to AI agents means marketers must develop new skills.
These include giving clear instructions to AI systems, reviewing AI outputs, improving drafts, and understanding when AI is reliable or needs correction.
Managing AI agents will become a normal part of marketing jobs, whether the role is content creation, campaign management, or customer engagement.
Teams that build these skills now will be better positioned to complete more projects and meet business goals.
AI agents are taking on tasks inside marketing teams.They are not replacing marketers but changing how work is organized and completed.
Marketers who can direct AI agents, review outputs, and manage workflows will be better prepared for the future. Instead of growing teams only by hiring more people, companies will add AI agents to support marketing projects. Understanding how to work with AI will be a necessary part of the marketing job moving forward.
Source
- Microsoft, 2025 Work Trend Index Annual Report
