AI agents are moving past writing subject lines and summarising research. They are increasingly able to take on multi-step assignments, coordinate activities and make decisions that once required a marketer in the loop. That shift is the focus of a free, online panel at the MarTech Conference on Wednesday, Nov. 4, 2026, called “Meet your new teammate: Building marketing workflows around AI agents.”
Who is on the panel
Stacey Ackerman, organisational transformation consultant and independent consultant, will moderate the discussion. She will be joined by Ed Poppe, founder and fractional marketing leader at Poppe Marketing; Sean O’Connell, head of customer success at Screendragon; and Lisa Shaw, founder of Devon Point Group.
The panel will look at how marketing organisations can move beyond experimenting with single AI tools and start designing workflows where people and agents work together across audience research, campaign development, performance optimisation and workflow coordination.
Why this matters now
For marketing teams, agentic AI creates a real productivity opportunity: campaigns can move faster, routine coordination can be handled by agents, and people can be freed for higher-value work. But the hard part is not the technology. It is deciding which responsibilities can be delegated and where human judgment remains essential.
The session is built around four practical questions: where AI agents can deliver the most value today, how marketing workflows should change, where humans should remain in control, and how to govern agents with safeguards, oversight and accountability.
A useful way to frame it
A simple approach is to think in three moves before deploying anything:
- Audit task readiness. Find high-volume, repeatable tasks where an agent can act with clear guardrails.
- Redesign the workflow. Define the handoffs between marketers and agents instead of bolting AI onto an old process.
- Keep humans on judgment. Reserve strategic decisions, creative direction and quality assurance for people, with governance built in early.
What to do next
The panel will be followed by a live Q&A, giving attendees a chance to ask about implementing agentic workflows in their own organisations. The conference is fully online and free to attend, which makes it a low-cost way for marketing leaders and students to see how practitioners are thinking about human-AI collaboration.
The real takeaway is that workflow design, not tool deployment, is the project. Teams that clarify responsibilities and controls before scaling AI agents are more likely to get the efficiency without giving up accuracy, brand consistency and accountability.
Source: MarTech
