From Predictive and Generative to Agentic AI: Shaping the Future of Marketing Operations and Strategies

This article explores how marketing is being redefined by agentic artificial intelligence (AI), discussing the integration of agentic AI across marketing research, strategy, and actions, emphasizing its potential to enhance efficiency, personalization, and decision making within organizations.

Authors

Nir Kshetri (ORCID: https://orcid.org/0000-0002-1408-4212)

Institutions

University of North Carolina at Greensboro (US)

Publication Details

Journal: Computer
Published: 2025-03-24
DOI: https://doi.org/10.1109/mc.2025.3530304
Citations: 9
Primary Topic: Big Data and Business Intelligence
Type: article
Field-Weighted Citation Impact: 20.56

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article

From Predictive and Generative to Agentic AI: Shaping the Future of Marketing Operations and Strategies

Nir Kshetri

Mar 24, 2025

9 citations

Computer

Big Data and Business Intelligence

20.56

article

From Predictive and Generative to Agentic AI: Shaping the Future of Marketing Operations and Strategies

Nir Kshetri

March 24, 2025article en

9 citations

Abstract

ComputerVol. 58(4)

University of North Carolina at Greensboro (US)

Openalex Percentile: Top 1%

Big Data and Business Intelligence

20.56

DOI Source OpenAlex

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From Predictive and Generative to Agentic AI: Shaping the Future of Marketing Operations and Strategies — Nir Kshetri · Computer (2025) | TGRS Research Map | TGRS