Agentic AI: The superpower underlying GrowthLoop’s Compound Marketing Engine

Every company — from ecommerce behemoths like Amazon and eBay to five-person startups running on angel investor funds and caffeine — is eager to find the most effective way to incorporate AI into all its operations. And we’ve all encountered AI customer service bots that are more annoying than useful, and seen cool AI parlor tricks like generating sonnets in the style of Shakespeare.

But at the end of the day, if AI isn’t producing measurable business value, it’s just another obstacle to meeting your monthly sales KPIs, revenue generation, and realizing a healthy ROI; a company’s marketing function is central to all three. That’s why agentic AI in marketing is gaining traction — not as a gimmick, but as a scalable way to boost efficiency and performance.

The GrowthLoop Compound Marketing Engine helps your marketing team drive growth more quickly. It doesn’t replace marketers: It gives them superpowers, leveraging their knowledge to rapidly scale and optimize campaigns. And it frees them to do the kind of meaningful, creative work that differentiates your brand, maintains long-lasting relationships with your customers, and unlocks new business opportunities.

It does so through the power of compound growth fueled by agentic AI on the data cloud. We call this compound marketing.

What is agentic AI?

Agentic AI is a form of AI that operates autonomously, allowing it to achieve specific goals or tasks without constant human intervention. AI agentscan make decisions on its own and act in real-time.

An "agent" in this context refers to an autonomous entity within the AI system that perceives its environment, processes information, and takes actions to achieve predefined objectives.

Agentic AI can handle complex tasks that require reasoning, planning, and problem-solving, making it ideal for tasks like optimizing ad placements across multiple platforms.

Agentic AI and the Compound Marketing Engine

When most people think of artificial intelligence, they think of chatbots, content summarizers, search engine Q&As, and image generators. These generative AI tools create content. Agentic AI takes the technology one step farther.

Agentic AI marketing “agents” can autonomously execute complex tasks that require research, data analysis, and reasoning. Humans are quite good at these tasks, too. But because agentic AI can process information exponentially faster than we can, they can do the same task many times very quickly, and many different tasks simultaneously. 

The GrowthLoop Compound Marketing Engine increases velocity across the entire marketing lifecycle — from brand awareness to lead conversion — by connecting AI agents to the goldmine of first-party data in your cloud-based data warehouse. 

Agentic AI is a critical part of compound marketing. It can: 

• Optimize your campaigns in real time to maximize their impact 

• Conduct thousands of micro-experiments simultaneously to predict which campaigns will work best 

• Personalize those campaigns at a granular level by sifting through all the data on millions of customers, enabling you to target people with more effective content

Let’s take a look at how these AI agents do that.

A sextet of AI agents that all work for you

The narrower the focus of agentic AI, the better it performs. So GrowthLoop has created six specialized AI agents that work in concert to help launch and optimize your marketing campaigns. 

Data Agent

Think of the Data Agent as an assistant data scientist trained to understand your data’s structure and context. It focuses not on your customers and prospects but rather on what kind of first-party data you have about them in your data warehouse. This can include data you’ve already collected, performance data flowing in from the channels on which your campaigns are running, and supplementary data from vetted third-party sources that enrich your existing data by providing missing information. 

By describing and assessing this data — anything from zip code to buying frequency to size preference — the Data Agent determines which variables will be most useful when building specific audiences for specific campaigns.

Audience Agent

Using its understanding of the prospective customers in your data warehouse and informed by the Data Agent’s analysis of the data comprising each customer’s identity, the Audience Agents builds precise audience segments based on the purpose of the campaign you want to execute: increasing cross-sells, reducing churn, promoting a new product, and so on. 

Going one step farther, the Audience Agent can autonomously suggest potentially profitable cohorts of prospects, such as those most likely to churn or most receptive to a winback campaign. It also team up with the Insights Agent to use campaign performance to drive decisions (more on Insights Agent below).  We call this “always-on audience discovery.”

Journey Agent

A sibling of the Audience Agent, the Journey Agent uses the same data to suggest how to optimize existing buyer journeys and which new ones you should orchestrate. It then builds out the channels, sequencing, timing, and cadence for you on GrowthLoop’s Universal Journey canvas, which can send audiences and journeys to over 80 marketing tools, channels, and platforms. 

And as with the Audience Agent, it responds to whatever business goals you specify, whether it’s converting more leads to buyers on your e-commerce website or upselling new features to existing subscribers to your SaaS platform. 

Insights Agent

The Insights Agent is a master marketer. It synthesizes the data in your warehouse, historical performance data, evolving customer behavior, and results from A/B testing and other experiments running in GrowthLoop — all in the context of your growth goals. It then helps the other agents make real-time suggestions about audience-building, journey orchestration, campaign optimization, budgeting, and other choices foundational to compounding growth. 

Research Agent

The research agent is the bridge from the GrowthLoop platform to the internet — and therefore a good brainstorming partner. It supplies answers to natural language queries about external variables — economic forecasts, upcoming trade shows, or a competitor’s business performance or feature set — sparking new ideas about new marketing strategies and allowing you to integrate any information relevant to those strategies into the suggestions made by the Audience and Journey Agents.

Supervisor Agent

Although each agent has a specific function, they are designed to work in harmony. The Supervisor Agent is the chief operating officer for GrowthLoop’s agentic AI. It coordinates all the other agents, making real-time suggestions about the best time to activate each one, alone or in combination, to drive growth by optimizing the success of campaigns that are performing well and ending those that are not — all without any manual oversight.

In the future, GrowthLoop’s agentic AI will have the ability to interpret unstructured data like brand guidelines, enabling them to tackle other parts of the marketing cycle such as content creation and personalization. 

AI Studio: Putting you in charge of GrowthLoop’s agentic AI

While the Supervisor Agent may be the chief operating officer, you always remain CEO and chairman of the board.

GrowthLoop’s AI agents are transparent, not in a black box. They don’t make decisions for you. Rather, they help marketers make better decisions by analyzing much more data than any marketing team could by itself. But those campaigns are never executed automatically: You have full visibility into the reasoning behind the data-driven suggestions the agents make about audience and journey, and the ability to approve, dismiss, or reconfigure them.

GrowthLoop’s AI Studio gives you that visibility and control. The interface is your command center, allowing you to deploy GrowthLoop’s army of AI agents to find the best solutions to your business goals, brainstorm campaign ideas, and test audiences and journeys to find those that will perform the best before activating them. And you can explain your business goals and prompt it with natural language queries rather than SQL code, democratizing access to the data underlying your marketing campaign strategy. 

Keeping agentic AI smart and secure at scale

Underlying all agentic AI are large language models, or LLMs, which are trained on huge datasets from across the internet. The agents access these models for the information and context they need to execute the tasks they specialize in. To guard against hallucination, ensure their accuracy, and improve their performance, GrowthLoop’s AI agents are meticulously trained and continuously evaluated against metrics built specifically for marketing use cases. 

The framework supporting each AI agent, provided by the GrowthLoop platform, ensures they understand what comprises a viable audience or feasible cross-channel customer journey, and 

that the right data is sent to the right channel to activate it. It also ensures that no personally identifiable information (PII) can be accessed by the agents, which use schema and aggregated metrics rather than actual values to understand the data in your warehouse: the minimum amount of information they need for decisioning. 

Architectural advantages of a Compound Marketing Engine

Because GrowthLoop can sit on top of any data warehouse — rather than relying on data transfers from multiple siloed systems in your martech stack — your customer data never leaves the security of your cloud. 

We continuously evaluate LLMs, deploying those that enable our AI agents to perform their assigned tasks the best. But GrowthLoop also supports any LLM our customers choose to use, including their own proprietary LLMs. While GrowthLoop’s AI agents are trained on the schema in your database, never the first-person data itself, using proprietary LLMs adds a layer of security by ensuring only your own LLMs access your first-party data.

An added benefit of linking directly to your data warehouse is that the scale and speed at which GrowthLoop can operate are limited only by the capacity of your cloud provider. Many of our customers run millions of transactions on hundreds of millions of records comprising petabytes of data every day. This architecture also accelerates time-to-value: GrowthLoop can be up and running in the time it takes to link it to your enterprise database of your choice — less than a day for many of our customers. 

The more an agent knows about your business and your customers, the better decisions it can make, and the more decisions it makes, the smarter it gets. By accessing all your customer data from a cloud-based single source of truth, GrowthLoop’s Compound Marketing Engine AI agents help you build, personalize, and optimize target audiences and customer journeys, keeping the flywheel of marketing spinning continuously for rapidly compounding growth.

See compound marketing for yourself

AI is changing the way all of us live, play, and work — and enabling marketers to reimagine how they do their jobs and provide value. If you’re interested in an agentic AI-enabled way to accelerate growth, sign up for a personalized demo to learn more about the GrowthLoop Compound Marketing Engine.