Last month, CMOs and marketing directors from across the industry gathered in London for the CIM x IBM marketing roundtable, themed on ‘The rise of Agentic AI in marketing: what you need to know to stay ahead of the curve’.

Hosted at the IBM Innovation Studio, the event focused on one of the latest innovations in Gen-AI – Agentic AI and its potential to reshape a marketing landscape that is evolving at unprecedented speed.

Unlike the traditional automation marketers are familiar with, which executes predefined tasks, Agentic AI functions more like a team of digital collaborators, capable of autonomous action, goal-oriented reasoning, adaptive decision-making in real time and enabling hyper-personalisation at scale.

This event explored the value of Agentic AI, how organisations can make the most of it, whether the hype about this emerging technology is justified and Generative Engine Optimisation (GEO), a practice that makes content more understandable and usable by AI search engines.

Speakers at the event included:

• Chris Daly, Chief Executive, CIM
• Nick Crawford, Gen-AI Course Director, CIM 
• Chris Hay, Distinguished Engineer, IBM
• Justin Ablett, Strategic Partners Lead for UKI, IBM

The four speakers covered a range of topics including:

• Is the AI bubble about to burst?
• Is Agentic AI dead on arrival without good data?
• SEO is dead – how can marketers harness GEO (Generative Engine Optimisation)? 
• How will Agentic AI redefine the skills your team needs and impact opportunities for young marketers?
• What governance and guardrails does a digital workforce require - and should you consider insurance, in case things go wrong? 

Please click the document below to access additional information on the session and CIM’s four foundational AI principles for marketers: CIM x IBM Roundtable Presentation - The Rise of Agentic AI in Marketing