Marketing is changing as customer expectations, tech muscle, and a tough economy make old tactics obsolete. Traditional mass-market campaigns are fading as the digital world demands smarter, more personal ways to connect, and agentic AI is enabling an industry push towards hyper-personalization and data-backed decisions.

Paul Meinshausen, CEO at Aampe, a B2B SaaS company integrating AI agents across the marketing tech stack, believes brands that get on board with the new technology won't just keep customers happy—they'll also find new paths to growth and efficiency. "The traditional campaign model—where a single experience is designed for a broad audience segment, and all users within that group receive the same messaging—is no longer necessary," he says. "The concept of a fixed static segment campaign is definitely on its last legs."

AI as Uber: Meinshausen paints a picture of old marketing's limitations. "Traditional campaigns operate in a way not dissimilar from a city bus system," he says. "You set up one bus line and anybody who wants to go anywhere finds the closest bus hub, they all crowd onto the bus, and the bus follows one route." AI-powered agentic systems, on the other hand, offer the equivalent of a tailored ride. "An Uber can pick us up from wherever we are and take us directly to where we're going," Meinshausen notes. "With agentic systems, you don't need to think in generic terms. You can deploy agents and they go directly to where the user is, start to interact with them, learn where they are, and try and take them directly to where they're going."

This fits the wider trend of AI delivering hyper-personalized marketing at scale and making operations smoother. Aampe’s system, he adds, "operates across any kind of digital interface or experience, as well as reactive and responsive contexts like the actual application itself and the product experience."