What is the Impact of AI Agents and Agentic AI in the Field of Marketing Management?

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Published: Dec 29, 2025
DOI: https://doi.org/10.56741/bst.v4i03.1878
Keywords:
Agentic AI, AI Agents, Autonomous Decision-Making, Marketing Management, Marketing Strategy, Personalization

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Maria Joy Casano Iglesia
Camarines Sur Polytechnic Colleges
Rai Rake Setyawan
Universiti Muhammadiyah Malaysia

Abstract

The rapid advancement of artificial intelligence (AI) has transformed marketing management from a predominantly human-centered decision-making domain into a hybrid ecosystem where intelligent agents and agentic AI systems increasingly assume autonomous roles. This opinion-based article critically examines the impact of AI agents and agentic AI on marketing management, emphasizing their transition from decision-support tools to semi- and fully autonomous decision-makers. Drawing on contemporary literature, this study argues that AI agents reshape strategic, operational, and relational dimensions of marketing by automating complex decisions, enabling agentic personalization, and redefining marketer–consumer relationships. Using a conceptual framework grounded in autonomy theory and the marketing mix, the article synthesizes existing research to highlight opportunities, risks, and managerial implications. The findings suggest that while agentic AI enhances efficiency, scalability, and responsiveness, it simultaneously raises ethical, governance, and consumer autonomy concerns. This article contributes to marketing management scholarship by integrating classic and emerging perspectives on AI agents into a coherent analytical narrative relevant for researchers and practitioners.

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How to Cite
Iglesia, M. J. C., & Setyawan, R. R. (2025). What is the Impact of AI Agents and Agentic AI in the Field of Marketing Management?. Bincang Sains Dan Teknologi, 4(03), 134–142. https://doi.org/10.56741/bst.v4i03.1878
Issue
Vol. 4 No. 03 (2025): Bincang Sains dan Teknologi
Section
Articles
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Author Biographies

Maria Joy Casano Iglesia, Camarines Sur Polytechnic Colleges

has a doctoral degree in Business Administration and currently designated as the of Dean of College of Tourism, Hospitality and Business Management in Camarines Sur Polytechnic Colleges, Philippines. She has several research published and working on researches related to market assessment, gender and development awareness in partnered entrepreneurs, readiness of tertiary students to business concepts, theories and applications and on operational management of slaughterhouses in the Philippines.  She teaches business courses with expertise in microeconomics, macroeconomics and related subjects. (email: joyidian@cspc.edu.ph).

Rai Rake Setyawan, Universiti Muhammadiyah Malaysia

is a faculty member at the Faculty of Business & Information Technology, Universiti Muhammadiyah Malaysia. He earned his Doctor of Philosophy (Ph.D.) in Management from the University of Nueva Caceres, Philippines, an M.S.A. in Management from The University of Notre Dame, Australia, and a Bachelor’s degree in Economic Development from Universitas Lampung, Indonesia. His academic interests include management studies, business information systems, and technology-driven organizational development.  (mail: rai.setyawan@umam.edu.my).

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Received 2025-12-16
Accepted 2025-12-29
Published 2025-12-29

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