Agentic AI and the Future of Digital Marketing and Content Creation: A Transformative Outlook
Year: 2026
Type: dissertation
Abstract: Digital marketing and content creation are going through a significant shift because of agentic AI. Unlike earlier AI tools that produce content when given a prompt, agentic systems can pursue goals on their own, take actions across platforms, and adjust based on results. This thesis explored how agentic AI will transform digital marketing and content creation over the next decade, and what kind of ethical, technological, and strategic implications come with it. The theoretical framework was built around academic research on AI in marketing, covering the progression from predictive AI through generative AI to the current agentic stage. Personalisation, campaign management, and consumer engagement were examined to understand where agentic AI is making a difference and where the limitations are. The research was conducted using qualitative exploratory approach. Two expert interviews were carried out with digital marketing practitioners based in Finland, and two case studies were analysed, focusing on Jasper and HubSpot’s Breeze. All the data was analysed through thematic coding. The findings showed that the shift from generative to agentic AI is already happening in production systems. Agentic AI found to deliver clear value in operational content production, personalisation, and campaign orchestration, but that value depends on clean data, organisational readiness, and ongoing investment. The challenges that emerged were structural rather than temporary. Intellectual property rights for AI generated content remain undefined, the balance between human oversight and AI autonomy is still being worked out, and current academic frameworks have not caught up with agentic systems. The workforce is also expected to shift toward senior strategic roles as operational work moves to AI. The study concluded that agentic AI brings real opportunities for digital marketing, but the organisations that benefit will be those with the right data foundations, governance frameworks, and leadership culture in place.
Source: Theseus (Ammattikorkeakoulujen)
Author: Meier, Mart
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7162909840