From Strategy to Execution: How Agentic AI is Rewriting the Marketing Playbook

Marketing leaders are drowning. 78% cite fragmented data and disconnected systems as their top challenge — despite a 3× increase in technology spending. The average enterprise’s Martech stack has grown to over 11,000 products, yet only a third of those tools are actually being used.

The promise of AI was supposed to fix this. Instead, it added another layer of complexity. Now a new paradigm is emerging: Agentic Marketing Operations — a system of intelligent, coordinated AI agents that can monitor performance, detect gaps, generate treatments, enforce compliance, and execute autonomously — in a loop that never stops learning.

In this live conversation, Harvard Business School Fellow and former Aetna CMO David Edelman sits down with Shoel Perelman, the Pegasystems executive leading the build of agentic AI for customer engagement, to cut through the hype and explore what this shift actually means for marketing leaders in 2026 and beyond.