AI agents extend rule-based automation with judgment: choosing the next message, writing variants, scoring replies, and deciding when to hand off to a human.
What good looks like#
- Done: Start with agent-assisted, not agent-autonomous: the agent proposes, a human approves.
- Done: Give agents structured tools (send, schedule, tag) rather than free-form access.
- Done: Define hard limits: daily send caps, forbidden claims, protected segments.
- Done: Measure agent decisions against a control group before expanding autonomy.
What bad looks like#
- Seen in audits: Letting an agent A/B test compliance-sensitive copy without review.
- Seen in audits: No audit log for regulators or customers who ask why they received a message.
How to move from bad to good#
Work through the good list in order and re-verify after each change. Most teams find one or two items from the bad list already present; fixing those usually produces the largest improvement.
Frequently asked questions#
Can AI replace marketing automation platforms?
Not yet. Agents work best as a decision layer over a reliable delivery and consent platform.