Illustration by Klawe Rzeczy
Last spring, we published “Redesigning Your Marketing Organization for the Agentic Age,” which made the case for an “agentic marketing organization” where people and AI agents collaborate through three layers. The first, which we called the brand code, is a machine-readable knowledge base that captures brand, customer, product, and business rules. The second consists of execution agents that do the work. The third, an orchestration layer, coordinates tasks and escalates decisions requiring human judgment.
