This article was first published in Puro Marketing
In this op-ed for PuroMarketing, Javier Pérez Moiño, Managing Director and Partner at BCG, explains why Agentic Marketing is becoming a strategic priority for CMOs and how it is changing the way companies plan, execute and measure marketing. Unlike traditional automation tools, AI agents can interpret signals, make decisions, activate actions and learn from each cycle, allowing companies to improve speed, personalisation and marketing effectiveness.
Javier notes that this shift could triple marketing ROI, campaign-cycle speed and personalised content output, while generating 5% to 10% additional revenue growth and 15% to 20% cost efficiencies. To capture this potential, he argues that the main challenge is not the technology itself, but the organisational transformation required, including new operating models, stronger first-party data, redesigned agency relationships and a clear plan to scale from initial use cases to an agentic marketing model.