AI Agents in Martech: Real-world Cases, Tools, and Trends Redefining 2025

The reinvention of marketing: the rise of AI agents.

In the last quarter of 2025, the Martech sector is experiencing a new cycle of acceleration: AI agents, once a promise, have become protagonists in the industry’s daily life. From massive automation to deep personalization, these agents are no longer just chatbots or support functions: they execute strategic decisions, organize sales funnels, optimize campaigns in real time, and increase the efficiency of lean teams. Between January and June, the creation of AI agents grew by 119% among market leaders, signaling a new era of interoperability, dynamic workflows, and a drastic reduction in operational friction. The impetus behind this transformation combines technological maturity with increasingly globalized competitiveness, opening space for composable stacks, native integrations, and protocols such as MCP (Marketing Composable Protocol) that promote intelligent automation and agile governance[3][7].

Real-world cases and game-changing tools

Companies adopting AI agents are already reaping tangible gains: there are reports of up to 100% performance increase, with total automation in key areas of marketing[8]. Zara, for example, saw its sales grow by 7% by using AI to map trends and transfer information in real time from digital channels directly to product and media teams, anticipating consumer movements with unprecedented precision[2]. In the banking sector, Coach AI, implemented by JPMorgan, acts as a proactive member of the sales force – scouring research, suggesting recommendations, and personalizing approaches according to market changes. In SaaS, platforms like Trengo demonstrate how AI agents integrate lead registration, qualification, recommendation, and follow-up, increasing conversion rates and reducing the sales cycle[1]. Among emerging solutions, Google’s Gemini 2.0 architecture stands out, signaling a trend towards completely agent-centric stacks, with autonomous marketing processes from onboarding to reporting[5].

Trends, events and movements of the ecosystem

The Martech landscape has reached a historic record: 15,384 cataloged solutions in 2025, a 9% increase compared to the previous year, marked by the boom in native AI solutions and increased competition for dominance of the automation stack[3]. Recent highlights include: startups and unicorns launching 100% agent-based tools, events from major consulting firms anticipating teams composed mostly of humans + AI, and debates on ethics, data governance, and transparency in new autonomous models. Reports such as Gartner’s predict annual growth of 44.8% in the global agent market until 2030, driven by the advancement of dynamic cases such as personalization at scale, detection of media opportunities, and continuous insight generation[4]. The consensus is clear: AI agents are already redefining marketing — and those who do not adapt will be left behind.

References

• [1] Trengo: 11 real-world examples of AI agents in 2025
• [2] Botpress: 10 real-world cases of AI agents (including Zara and JPMorgan)
• [3] SaaS Advisor: Martech Panorama 2025, exponential growth driven by AI
• [4] Expertise.ai: 7 examples of next-generation AI agents in 2025
• [5] Sergio.ec: AI agents will revolutionize the tech company in 2025
• [7] PureMarketing: AI Agents Grow 119% in the First Half of 2025
• [8] The Digital Equation: Companies with active AI agents double their marketing performance