Agentic AI is transforming marketing, enabling workflows that are swift, smart, streamlined, and scalable. This evolution moves marketing beyond static automation toward dynamic orchestration, where AI agents collaborate with human teams to deliver outcomes faster, with greater precision and adaptability. For both providers and enterprises, this marks a fundamental redesign of marketing operations. Traditional offshore execution models are evolving into adaptive, AI-supervised ecosystems that balance automation with strategic oversight. For enterprises, this means gaining always-on marketing capabilities, faster go-to-market cycles, and richer control over data and decisioning. For providers, it demands rearchitecting delivery structures around agentic pods, augmenting human talent with AI fluency.
This report explores how agentic AI can be operationalized across four dimensions (processes, delivery, talent, and governance) and how these shifts are setting the stage for a new operating model in outsourced marketing services. It also outlines how marketing services continue to be outsourced, including spend trends, forecasted growth, and the distribution across geographies, industries, buyer types, and pricing models.
