The Book
The Agentic CMO
A Playbook for the Hybrid Marketing Team
Marketing is entering a new era. For two decades, the industry invested in automation — building systems that execute predefined workflows faster, at scale, with fewer errors. That era is ending. What follows is something fundamentally different: marketing autonomy, where AI agents do not merely execute tasks but make decisions, learn from outcomes, and operate with increasing independence within defined guardrails.
The Agentic CMO is the practitioner's framework for this transition. It is not a book about AI tools for marketers. It is about what happens to marketing leadership — the role, the function, the organisational model — when artificial intelligence becomes capable of autonomous action. It asks the question most marketing leaders are quietly wrestling with: what does the CMO actually do when the machines can do most of what the team used to?
The answer, it turns out, is not less. It is different. The Agentic CMO makes the case for a hybrid marketing team — humans and AI agents working together, each doing what they do best, within a governance framework that ensures accountability without stifling autonomy.
"78% of companies have embraced AI, only 1% have achieved true implementation maturity."
The Agentic CMO, Chapter 1
Key Themes
From Automation to Autonomy
Why the shift from automated workflows to autonomous AI agents represents a fundamental change in how marketing organisations operate — not an incremental improvement.
The Hybrid Marketing Team
A practical model for structuring teams where human strategists and AI agents collaborate, with clear roles, handoffs, and escalation paths.
Implementation Maturity
A five-stage framework for assessing where your organisation sits on the automation-to-autonomy spectrum — and what it takes to advance.
Governance & Guardrails
How to give AI agents meaningful autonomy while maintaining brand safety, regulatory compliance, and organisational accountability.
Measurement & Attribution
Rethinking marketing measurement when AI agents are making real-time decisions that human analysts cannot fully reconstruct.
The CMO Role Redefined
What marketing leadership looks like when the function is no longer defined by campaign execution but by system design and strategic direction.
Case Studies
The book draws on real-world case studies from organisations at different stages of the automation-to-autonomy journey, including:
Starbucks · Nike · Microsoft · Procter & Gamble · JPMorgan Chase · Dow Chemical
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