For the past decade, marketing teams have layered automation onto their operations one tool at a time – email triggers here, CRM updates there, a content recommendation engine bolted on somewhere else. These point solutions delivered short-term productivity gains. But as Forrester noted in March 2026, legacy, point-solution AI approaches have yet to create lasting business or customer impact.
Something bigger is now taking shape. That is agentic AI, systems that can plan, decide, and execute multi-step tasks with minimal human prompting. This represents what Deloitte describes as “a fundamental shift from AI that augments knowledge to AI that augments execution”.
For enterprise marketing teams, this isn’t a future-state conversation. It’s happening now. Marketing teams are looking for the ultimate AI solution. Further on, we’ll discuss how the Screendragon’s marketing resource management and in-house agency management system is leading the way.
What the Research Says About AI Adoption
According to the Forrester State of Customer Obsession Survey (2025), 88% of B2B organisations are adopting or planning to adopt AI agents. Gartner predicts that 15% of day-to-day work decisions will be made autonomously through agentic AI by 2028.
But adoption intent and production reality are two different things. Deloitte’s Emerging Technology Trends report (2025) found that:
- Only 11% of orgs. are actively using agentic AI systems in production
- 38% are still piloting AI solutions
- 35% have no formal agentic strategy at all
Why Most Marketing Teams Aren’t Ready Yet
The core problem comes down to a lack of connected, structured workflows for AI to operate within. The research backs this up:
- Gartner predicts over 40% of agentic AI projects will fail by 2027 because legacy systems can’t support modern AI execution demands
- Forrester estimates that three out of four firms that attempt to build advanced agentic AI architectures independently will fail
The lesson: layering AI onto fragmented operations typically creates more complexity, not less. That is were marketing orchestration comes in. Utilising one tool that integrates with existing tools, but also offers many of the necessary capabilities for marketing teams to get work done.
What Forward-Thinking Marketing Teams Are Doing
Teams making real progress with agentic AI share a common approach — they start with the workflow, not the AI:
- Consolidate before you automate: connect briefing, estimating, resourcing, approvals, and reporting into a single, structured workflow
- Build governance into the foundation: audit trails, version histories, and time-stamped approvals make AI-assisted decisions transparent
- Keep humans in the loop: the most effective agentic systems are designed so that AI assists and humans govern
- Choose platforms built for your workflows: Screendragon connects briefing, resourcing, approvals, and reporting in one system
- Start with high-volume, repeatable processes: campaign briefing, creative review cycles, and resource allocation are good starting points
Screendragon’s system layers AI into existing workflows, offering customer a suite of out-of-the-box AI agents or the ability to build custom agents for your use case. He agents learn from previous briefs, automatically comparing and validating creative assets during proofing, and matching projects with best-fit talent. Having these capabilities all-in-one platform, allows marketing teams to deploy AI with security, governance and above all, confidence.
The Opportunity Is Now, But It Requires Structure
Agentic AI is not a switch you flip. It’s a capability that works when the underlying workflows are connected, governed, and designed for it.
Start simple. Choose one use case where AI or an agentic workflow can solve a time consuming, repetitive task. Implement AI there and then optimise. The learning from that initial use case is a vital step in deploying agentic solution throughout a team or organisation.
If you’re exploring how to prepare your marketing workflows for agentic AI, take a closer look at how Screendragon supports enterprise marketing teams through connected, governed workflows.
