Prompt Horizon - Issue #2: AI Agents in Marketing

Mastering AI in marketing, one prompt at a time.

Author

Alex Lielacher
June 04, 2025

EDITOR'S NOTE

Hey there! Welcome back to Prompt Horizon!

I'm Alex Lielacher, and this week I'm diving into something that's changing the game for marketing teams everywhere: AI agents.

If you've been in marketing for more than a minute, you know the drill: too many tasks, not enough time. 

We're constantly juggling content creation, campaign management, analytics, and a dozen other things. It's f**king exhausting, and it often means the creative work we love gets pushed aside for the administrative work we... well, tolerate.

That's where AI agents come in. 

Unlike AI tools that do one specific job, AI agents can handle entire workflows, make decisions, and even collaborate with other agents to get things done. They're like having digital team members who never sleep, never complain about repetitive tasks, and never miss a deadline.

But here's the million-dollar question: how do we automate without losing what makes our marketing human? 

In this issue, we'll explore the rise of AI agents in marketing, look at the latest developments in the market, and share practical advice for implementing them without sacrificing your brand's unique voice and vision.

Let's find that sweet spot between automation and creativity!

NEWS YOU CAN USE 📰

Microsoft announced its "open agentic web" initiative at Build 2025, creating a framework for AI agents to interact with websites and apps on behalf of users. This could revolutionize how marketing teams interact with digital platforms. [Source: Microsoft Blog, May 19, 2025]

Anthropic’s Claude introduces voice mode. Following in the footsteps of ChatGPT and Gemini, Anthropic’s Claude now lets users converse through voice, not just text, for all its users. But unlike ChatGPT, Claude voice integrates with Google Workspace via API to access Calendar, Gmail, and Docs, so it can do such things as audibly tell users about upcoming meetings, important emails, and relevant news.  [Source: PYMNTS, May 29, 2025]

Microsoft launches Agent Store marketplace for marketing workflow automation. Microsoft has unveiled a centralized marketplace where marketers can "shop" for AI agents tailored to specific marketing tasks. Integrated into Microsoft 365 Copilot, these agents help streamline workflows, automate repetitive tasks, and enhance productivity across marketing operations. [Source: PYMNTS, May 29, 2025]

Google adds AI Mode traffic tracking to Search Console. Google will soon include AI-generated traffic data in Search Console, helping marketers track content visibility even when traditional click paths are bypassed. This marks the beginning of measuring how AI agents and AI search interfaces interact with your content, requiring new optimization strategies beyond traditional SEO. [Source: MarketingProfs, May 30, 2025]

New Gen startup helps brands adapt websites for AI shopping agents. As AI agents increasingly shop online on behalf of humans, this startup is creating hosted subdomains (like ai.nike.com) that adapt in real-time: humans see conversational interfaces while AI agents receive structured data optimized for product comparisons and inventory checks. Early adopters report significant competitive advantages in the emerging agentic commerce landscape. [Source: Adweek, May 29, 2025]

Opera launches Neon browser with built-in marketing AI agents. Opera's new subscription browser features AI agents that can automate web tasks, generate content, and continue projects offline, even booking services and building websites. This signals a shift toward browsers that bypass traditional search, potentially changing how consumers discover and interact with brands online. [Source: Opera, May 28, 2025]

THIS WEEK'S PROMPT 🤖

An Actionable AI Prompt to Create a Marketing Workflow Automation Planner

Here's a prompt you can use with ChatGPT, Claude, or other AI assistants to identify and plan your marketing workflow automation:

Act as a Marketing Workflow Automation Consultant. Help me identify and plan AI agent implementation for my marketing team.

First, analyze our current workflow by asking me about:

  1. Our most time-consuming routine tasks

  2. Creative processes we want to preserve

  3. Current tools and platforms we use

  4. Team size and structure

  5. Key bottlenecks in our process

Then, create a phased implementation plan with:

Phase 1: Quick wins (tasks to automate immediately with minimal disruption)

Phase 2: Moderate complexity automation (requiring some process changes)

Phase 3: Advanced agent implementation (complex workflows with multiple steps)

For each phase, include:

  • Specific tasks to automate

  • Recommended agent tools or platforms

  • Required human oversight points

  • Expected time savings

  • Potential challenges and solutions

Finally, suggest a measurement framework to track success, including KPIs for:

  • Time savings

  • Output quality

  • Team satisfaction

  • ROI

This prompt helps you create a customized roadmap for implementing AI agents in your marketing workflows. By starting with an analysis of your current processes and identifying clear phases, you can approach automation strategically rather than haphazardly.

The key to success is identifying the right balance between automation and human oversight. Use this prompt to develop a plan that automates the mundane while preserving human control over creative and strategic decisions.

Try running this prompt, answering the questions about your specific situation, and you'll get a tailored implementation plan that respects your team's unique needs and workflows.

How 15 Small Brands Achieved Remarkable Marketing Results

Stop believing you need a big budget to make an impact. Our latest collection highlights 15 small brands that transformed limited resources into significant market disruption through innovative thinking.

  • Case studies revealing ingenious approaches to common marketing challenges

  • Practical tactics that delivered 900%+ ROI with minimal investment

  • Strategic frameworks for amplifying your brand without amplifying your budget

These actionable insights can be implemented immediately, regardless of your team or budget size. See how small brands are making big waves in today's market.

CASE STUDY: How HubSpot's Breeze Customer Agent Delivers 50%+ Resolution Rates Across Marketing Teams 📈

Challenge ✋🏼

Marketing teams at growing businesses faced multiple challenges:

  • Responding quickly to website visitors and leads across multiple channels

  • Answering repetitive questions about webinars, content, and campaigns

  • Converting traffic into qualified leads efficiently

  • Maintaining 24/7 availability without expanding headcount

Solution 🚀

HubSpot expanded its Breeze Customer Agent beyond customer service to marketing teams. The AI agent:

  1. Engages website visitors instantly: Welcomes visitors and answers common marketing questions like "When's your next webinar?" or "How do I subscribe?"

  2. Works across multiple channels: Operates on email, chat, WhatsApp, Facebook Messenger, and more.

  3. Leverages existing content: Automatically learns from knowledge bases, website content, blogs, and PDFs.

  4. Takes real actions: Performs simple tasks and hands off to humans when needed

  5. Requires minimal setup: Gets up and running in minutes without specialized AI expertise. 

Results 📈

Companies implementing Breeze Customer Agent for marketing reported:

  • 50%+ autonomous resolution rate across all customer conversations.

  • 77% reduction in support tickets at Nutribees, improving conversion rates through 24-hour support.

  • 60-70% of inquiries are handled automatically at Camp Network, freeing the team to focus on sales and marketing.

  • Faster conversion rates at Football Play Card by providing immediate, accurate information to prospects.

Key Takeaways ✅

  1. AI agents work beyond customer service: The biggest revelation was how effective AI agents are across the entire buyer journey, not just post-purchase support.

  2. Fast implementation delivers quick wins: Unlike complex AI projects, marketing teams saw value within minutes of setup.

  3. Context is critical: The most effective AI agents have access to the full customer journey data and company knowledge base.

  4. Human-AI collaboration is key: Teams using AI agents most successfully focus humans on high-value creative and strategic work.

"The agent makes people feel welcome by responding right away. Even when it can't answer, it greets you. Often, it solves the problem on the spot," said Max Bolten, Head of Marketing, Stübben.

“The Age of Marketing Agents” by McKinsey Digital This comprehensive report explores how AI agents are transforming marketing departments across industries. It includes a framework for evaluating which marketing tasks are best suited for automation versus human execution, along with implementation roadmaps based on team size and industry. [Source: McKinsey Digital, January 2025]

“17 Useful AI Agent Case Studies” by Multimodal This collection of detailed case studies examines how companies across various industries have implemented AI agents for marketing tasks. Each case study includes implementation details, challenges faced, and measurable results, making it an invaluable resource for teams planning their own agent deployments. [Source: Multimodal, May 2025]

"Demystifying AI Agents: Separating Hype From Reality" by Alvarez & Marsal This analytical deep dive helps marketing leaders understand the current state of AI agent technology, distinguishing between genuine capabilities and overblown claims. The report includes a practical framework for evaluating agent platforms and providers based on your specific needs. [Source: Alvarez & Marsal, May 2025]

WRAPPING UP 🌯

The most successful marketing teams won't be those who simply adopt AI agents, they'll be those who thoughtfully integrate them into their workflows while preserving what makes their brand unique.

Think of AI agents not as replacements for human creativity, but as amplifiers that handle the routine so you can focus on the remarkable.

The question isn't whether to use agents, but how to use them in a way that enhances rather than diminishes your team's creative capabilities.

Until next week, I'd love to hear how you're implementing AI agents in your marketing workflows!

All the best,

Alex Lielacher