Agentic AI is gaining traction as a model for connecting marketing and business
Agentic artificial intelligence is moving beyond being seen merely as a content generation tool and is becoming a structure capable of connecting departments, automating decisions, and improving brand consistency in real time. This was one of the main conclusions of the «The Infinite Journey» conference, held in Valencia and focused on the impact of AI on CRM, commerce, and marketing strategies. The event highlighted the need to abandon the traditional view of the marketing funnel (acquisition, conversion, and retention) as isolated processes and begin treating them as a continuous feedback loop between brand and consumer.
As discussed during the session, although 90% of CMOs have implemented AI initiatives, less than 10% have obtained real value in their business processes, as explained by Joaquín Ramis, VP of Creativity & Media at WAM, in his opening remarks. Therefore, a shift in perspective is essential, one that moves beyond viewing acquisition, conversion, and retention as static stages and instead understands them as a perpetual feedback loop. In this regard, Joaquín Ramis argued that “AI must become the nervous system of the organization,” enabling the generation of coherent, relevant, and measurable experiences throughout the entire customer relationship cycle.
Dynamic Journeys Adapted to Each User
In her welcoming remarks, Amanda Simón, manager of the Mediterranean Marketing Club, highlighted the value of these types of events in bringing real-world examples of marketing innovation to the business community and creating spaces for reflection so that technology can work in a connected and coherent way for brands. For his part, Paco Abella, head of growth at WAM, elaborated on how conversational agents and intelligent automation platforms are already allowing brands to make real-time decisions, personalize communications, and build dynamic journeys tailored to each user.
“We are breaking down the barrier of making decisions after the fact and starting to make decisions in real time,” explained Abella, who emphasized how the major revolution is “Headless CRM.” With this technology, the sales team updates leads or sends proposals via voice, while the customer enjoys a dynamic website that remembers their previous interactions to offer them what they need.
Meanwhile, Sergio Ruiz, Head of Marketing Automation at WAM, explained the vision of “Marketing Cloud Next,” the next level of automation that uses predictive AI to detect abandonment patterns or purchase propensity before they occur, allowing the brand to anticipate user needs.
Source: www.marketingnews.es
