Just when we think know what's going on with AI in marketing, it like "nope, not anymore".
We've moved on (real fast, actually) from being impressed about the things that chatbots and AI assistants can do. Now we're all about intelligent collaborators that help us marketers ideate, plan, optimize, and just spent our time more wisely.
Sure, there's plenty of hype (just scroll down your LinkedIn feed), but this post isn't about hype. It's about real outcomes. Specifically, how AI agents drive efficiency, creativity and consistency across your marketing organization.
With so many AI tools flooding the market, the real question is: how do marketers know which ones actually deliver?
"This is probably the most exciting and scariest time in my entire career as a marketing leader—AI is equally changing the buyer's journey and behavior, and redefining marketing playbooks all together." - Tara Corey, SVP, Marketing @ Optimizely
What makes a great AI agent for B2B marketing
Read: what makes our lives easier. This is what sets a bunch of AI agents or agentic chat apart from the rest for us marketers.
Here's a list of marketing green flags for AI agents:
- Context-awareness: Agents that understand brand, goals, and target audience
- Easy-peasy integration: Agents that fit naturally into existing tools and workflows
- Governance: Agents that ensure brand compliance, consistency, and quality control
- AI scalability: Agents that support complex teams and multi-market needs
- Measurable impact: Agents that *actually* improve performance and ROI (not just claim to)
"We believe in context being king, embedding AI into where the work happens, helping to connect and empower teams, and making humans the heroes." - Tara Corey, SVP, Marketing @ Optimizely
Okay so, what is actually going on with AI in marketing right now?
Zero surprises here: the landscape's moving and evolving fast. From Jasper and Writer to ChatGPT, Gemini...and of course Optimizely Opal, the field is full of innovation—each taking a slightly different approach to content creation, workflow automation, optimization, and governance.
But let's get one thing straight. If you're still only using AI for content creation, that's actually pretty boring from you.
The next wave of AI in marketing is about connection—connecting data, brand context, and team collaboration to deliver consistent, high-performing marketing at scale.
Few tools are truly built for marketers the way that Optimizely One is, where AI (Optimizely Opal) is embedded at every stage of the marketing lifecycle to make every step smarter and every outcome stronger.
"Opal isn't just an assistant or individual AI features. It's an entire platform dedicated to building and orchestrating AI agents, which are then made available across all Optimizely's products.
Built for marketers, the agent orchestration platform requires ZERO help from dev to create or deploy agents. I regularly make my own and tweak out-of-the-box agents for product marketing-specific use cases.' - Ali Hart, Product Marketing Manager @ Optimizely
👉 Interested to see how Optimizely compares to AI tools like Jasper and Writer? Find out more.
How marketers are using AI agents in practice
We've all heard the AI is making the good marketers great—and the great marketers even better. But how are they actually using the tools?
Here's how leading marketing teams are putting AI agents to work across the funnel:
- AI for content marketing: Faster ideation, consistent messaging, and scalable content production
- AI for campaign marketing: Smarter planning, real-time optimization, and faster time-to-market
- AI for social media marketing: Maintaining brand voice and tone consistency
- AI for paid media: Optimizing ad targeting, spend, and ROI
- AI for customer marketing: Driving engagement and proving measurable success
"One of my favorite agents has got to be our Google Analytics report. The tool allows every marketer (including those at the highest levels of our company) to ask natural language questions like "what companies are on our homepage" and generate consistent marketing reports with comments every month.
No one wants to 'vibe code' a new dashboard every month. Instead, our AI is repeatable, scalable and democratizes access to knowledge" - Michiel Dorjee, Director, Digital Marketing @ Optimizely
👉 There's opportunity to streamline your workflow with AI at every stage of the content supply chain—something we go into our Dos and Don'ts series of How to use AI across the marketing lifecycle.
How Optimizely are taking on AI for marketing (and making your lives 10x easier)
At Optimizely, we're continuously building out an infinite marketing workforce across our end-to-end marketing solution; AI agents that suit your strategy, and scale with your strategy. That's exactly why we are THE agent orchestration platform for marketing.
We already have a growing ecosystem of AI agents (with more added weekly), and you can even build your own—here's how to write 10/10 AI instructions if that floats your boat.
The agents within Optimizely Opal are context-aware, brand-safe, and built to work inside real-world marketing operations—not outside them.
And we're not just talking theory—we use Opal internally too (and heads up: it's increased our productivity by over 40%).
Other marketing use cases for AI, straight from real marketers
When it comes to understanding the best AI agents for B2B marketing, what better than to hear it direct from them? Here are some agents you might not have realised you needed...until now.
⚠️ Warning: All signs point towards you needing an agent orchestration platform, specifically for built for marketers.
🎥 AI agents for improving your YouTube strategy (and visibility)
"I’ll be the first to admit I’m a total novice when it comes to editing YouTube videos (I’ve spent my whole career behind a keyboard, not playing with a camera, so it doesn’t come naturally).
AI video editing agents in tools like Descript have been a real lifesaver though. They clean up filler words and awkward pauses automatically, so the final cut sounds polished without me spending hours in the timeline.
Then on the distribution side, Opal’s SEO Agent has been just as helpful. It analyses the video transcript and suggests ways to optimize everything from the title and tags to the description and keywords. It’s like having a built-in content strategist making sure the video actually gets found."
- Kiran Kaur Athwal, Content Marketing Manager
📈 AI agents for optimizing paid media campaigns
"In paid media, our team is relentlessly focused on optimization. We’re constantly asking: How can we make our campaigns more efficient? What levers can we pull to boost qualified leads?
This is where we drink our own champagne. Optimizely Opal allows us to analyze campaign and channel performance with a speed and clarity that was previously impossible. It instantly summarizes learnings and surfaces actionable insights, saving our team hours of manually digging through metrics.
The true power of Opal lies in its customization. For our demand generation efforts, we created an agent to write LinkedIn InMail copy. To promote our Opticon event, we fed it our successful Opticon promo emails, and it produced on-brand, compliant, and high-converting message ad content, turning a time-intensive creative process into a streamlined, AI-powered workflow. It’s a perfect example of how we use our own AI to move faster and drive better results."
- Dana Nielson, Manager, Campaign Marketing
😎 AI agents for the ultimate content consistency
"I'm training Optimizely Opal on everything I've ever written, posted, or recorded. Soon, my AI agent will even sound like me if folks want to get started with a first draft that's on-brand and creative. Creepy? Yes. Cool? Absolutely."
- Anubhav Verma, Associate Content Marketing Manager
"Marketing moves fast. Staying on-brand, authentic, and creative? Not an easy task. Luckily, Optimizely Opal’s Tone of Voice Agent makes it effortless—like having a friend that just gets you."
- MacKenna Anovick, Associate Communicatons Manager
🌎 AI agents for clever (not clunky) content localization
"I use Opal’s Localization Agent a lot, and honestly, it’s been a game changer. As an English-native writer working on global sales content, translations used to be a nightmare for me.
We don’t always have translation resources on standby, and Google Translate just doesn’t cut it—the regional SDRs often had to rewrite a lot of what it spat out. I'd say that using Opal’s Localization Agent has definitely made a huge difference.
It actually gets tone and context, so everything reads naturally in different languages instead of feeling like a clunky copy-paste job. It’s saved everyone a ton of time and has made scaling global campaigns way smoother."
- Kiran Kaur Athwal, Content Marketing Manager
🤗 AI agents for sharing knowledge across the ENTIRE marketing org
"A benefit I've seen, over other AI platforms, is that we can share all the best processes and knowledge with the entire marketing org.
When we gather best practices, have brand and legal checks (that nobody likes spending time on anyway), we can have Opal help us execute at the highest level, even if you're not a subject matter expert.
Every article is now our most well-cited, best researched piece. Every page we build is on-brand, legal approved, translated, right out of the gate. That's radical. It makes me feel powerful and empowered."
- Michiel Dorjee, Director, Digital Marketing
AI in marketing: Watch Optimizely Opal in action
AI in marketing isn’t about replacing teams—it’s about multiplying their impact.
So if you’re ready to see what context-aware, brand-safe AI looks like in action, meet Optimizely Opal—the agent orchestration platform built for marketers, by marketers.
See what Optimizely One and Optimizely Opal can do for you.
Leah is the Content Marketing Manager for Optimizely Content Marketing Platform (CMP) solution. A keeno for writing since well… forever, she’s kept a strong focus...
- Last modified: 10/15/2025 1:30:32 PM