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Agentic AI is quietly transforming performance marketing.
The most successful applications aren’t moonshots. They’re smart, practical, closed-loop agents that:
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Sense (data),
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Decide (policy),
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Act (channels), and
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Learn (feedback).
Agentic AI isn’t just about automation; it’s about autonomy with accountability. When deployed with intent, these agents act fast, improve with every cycle and generate measurable results.
To help marketers decide where to start, we’ve ranked 16 real-world use cases by impact and ease of delivery — from fast, high-ROI wins to strategic, transformative plays.
The Four Agent Archetypes
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Campaign Optimisation Agents — Think smart bidding, budget allocation, and PMax control.
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Recommendation & Personalisation Agents — Next-best action engines in CRM, email, app, and loyalty.
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Orchestration & Experimentation Agents — CRO, journey logic, dynamic sequencing.
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Service & Retention Agents — Call deflection, support resolution, loyalty saves.
Each delivers compounding gains when treated as a product — with SLAs, KPIs, and human oversight.
The top Agentic AI Use Cases
What can Marketers learn from these brands?
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Start with controllable spend.
Smart-bidding and CRM agents deliver impact with minimal integration pain.
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Chase compounding gains.
Recommendations, CRO and personalisation agents deliver small uplifts that stack at scale.
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Link service to revenue.
Customer-service agents now protect CLV, not just cost-to-serve.
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Make AI operational capital.
Treat each agent as a product with KPIs, escalation paths, and oversight.
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Governance is the next battleground.
With more opaque platform AI, brands need control-plane agents to protect margin and ethics.
Phased Deployment Path: 0–12 Months
|
Phase |
Horizon |
Priority Agents |
Why It Matters |
|---|---|---|---|
|
Now (0–3 m) |
“Do Now” |
Smart Bidding / CRM Personalisation / Journey Recs |
Fast ROI, minimal integration. |
|
Next (3–6 m) |
“Pilot” |
On-Site Recs / Checkout CRO / Creative Acceleration |
Medium build, proven upside. |
|
Later (6–12 m) |
“Transform” |
Service Agents / Orchestration / Control-Planes |
Strategic value, deeper integration. |
Closing Thought
The new performance edge isn’t about launching moonshots. It’s about deploying agentic AI systems that execute, learn, and improve — day in, day out.
The brands outperforming in 2025? They’re not waiting. They’re compounding.
The Full List in Detail
Plus 6 more agentic use cases that didn't quite make our top 10.
|
Rank |
Agent Function |
Brand |
Outcome |
Channels |
Key Learnings |
|---|---|---|---|---|---|
|
1 |
Smart bidding & budget-allocation agent |
Global fashion brand (USA/UK) |
+34% ROI; −12% CPC; 99.9% budget adherence |
Google / Microsoft Ads |
Immediate ROI from shifting manual bidding to agentic optimisation. |
|
2 |
Cross-channel AI personalisation agent |
Braze multi-brand benchmark |
+48% push open rate; +55% email CTR |
Email, push |
Personalisation agents deliver measurable engagement lift in weeks. |
|
3 |
Journey orchestration + recommender agent |
24S (LVMH) |
+35% 3-day purchase conv.; +7% add-to-cart |
Email, push, WhatsApp |
Combining AI recs + trigger logic is the easiest route to conversion lift. |
|
4 |
Paid Search / PMax control-plane agent |
UK retailers |
+16% ROAS; +40% SKU visibility |
Google Shopping / PMax |
Adds control and transparency to platform AI; ideal for scale retailers. |
|
5 |
On-site recs overlay agent |
Ulta Beauty (USA) |
+9% revenue; +2.3% conversion; +4.7% items/order |
Web, app |
Rec overlays boost both conversion and basket depth. |
|
6 |
Guided-selling quiz agent |
Sweaty Betty (UK/USA) |
+62% AOV |
Web, email |
Zero-party data capture with AI recs = major uplift in basket value. |
|
7 |
Deep-learning recommendation agent |
GlassesUSA (USA) |
+88% ARPU |
Web, email |
High computational complexity but big incremental revenue per user. |
|
8 |
Customer-service resolution agent |
Klarna (UK/USA) |
40% support-cost reduction; 2.3m chats handled/month |
App, web, email |
Automating FAQs + refunds delivers seven-figure cost savings. |
|
9 |
Personalisation / retention agent |
Ocado (UK) |
+13.5% subscription uplift |
Web, app, email |
CRM-level agentic personalisation boosts recurring revenue streams. |
|
10 |
Checkout CRO experimentation agent |
GANNI (UK/USA) |
+2% conversion uplift |
Web checkout |
Continuous micro-experimentation yields compounding gains. |
|
11 |
Creative / production acceleration agent |
Klarna (UK/USA) |
~$10m savings; cycle time ↓ 6w → 7d; 1,000+ assets / 3m |
Paid, social, display |
Redefines speed-to-market; essential for high-volume brands. |
|
12 |
Call-deflection / loyalty-save agent |
Expedia Group |
Reduced inbound volumes; faster resolutions |
In-app, email |
Service agents now directly influence retention and CLV. |
|
13 |
Self-service travel agent (autonomous) |
Expedia Group |
>50% self-service; 143m conversations |
App, web, chat |
Large-scale service automation—major cost and CX benefits. |
|
14 |
Agent-led experience builder |
Expedia Group |
Build time ↓ weeks → < 1 week |
App, web |
Agentic orchestration shortens innovation cycles dramatically. |
|
15 |
PMax control-plane agent |
Multi-retailer (UK/USA) |
Transparency & governance lift (qualitative) |
Google Ads PMax |
Establishes policy control on top of opaque platform AI. |
|
16 |
Paid search benchmarking & calibration |
Industry benchmark |
Improved forecast accuracy in volatile CPC environment |
Search platforms |
|
Top Agentic Use Cases - Data Sources
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Klarna Q1 2025 Update; Reuters (May 2024)
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AI helps Klarna cut marketing agency spend by 25% and run more campaigns (May 2024)
- Expedia Group newsroom (May 2025)
- AB Tasty & Skai case studies (2025)
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Sweaty Betty, eConsultancy
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McKinsey Travel & AI Report (Sept 2025)
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