{"id":14279,"date":"2026-10-30T17:26:41","date_gmt":"2026-10-30T17:26:41","guid":{"rendered":"https:\/\/www.exporis.ch\/ai-agents-are-moving-from-writing-marketing-content-to-running-campaigns\/"},"modified":"2026-10-30T17:26:41","modified_gmt":"2026-10-30T17:26:41","slug":"ai-agents-are-moving-from-writing-marketing-content-to-running-campaigns","status":"publish","type":"post","link":"https:\/\/www.exporis.ch\/fr\/ai-agents-are-moving-from-writing-marketing-content-to-running-campaigns\/","title":{"rendered":"AI Agents Are Moving from Writing Content to Running Campaigns"},"content":{"rendered":"

Salesforce has introduced AI agents that can assemble, operate and optimise marketing campaigns, while Adobe is extending conversational controls into campaign management. The software is beginning to take over decisions that marketers previously made inside dashboards, creating new questions about approvals, customer data and responsibility for results.<\/span><\/p>\n

Salesforce’s October 2026 marketing releases include an AI Campaign Agent capable of assembling audiences, selecting content, coordinating channels and adjusting campaigns according to specified goals. The system can use customer information and brand guidelines to prepare personalised communications, while marketers determine how much autonomy the agent receives.<\/span><\/p>\n

The company has also introduced agents for marketing planning, lead development and budget allocation. Its Marketing Planning and Operations capabilities allow organisations to establish programme hierarchies, connect campaigns to financial or non-financial goals and review results across different levels of the business.<\/span><\/p>\n

These functions extend beyond the text generation that initially attracted marketing departments to generative AI. A marketing assistant previously helped produce an email or summarise a report. The newer systems are being designed to participate in the sequence of operational decisions that determines which customers receive a campaign, through which channel and at what time.<\/span><\/p>\n

Salesforce’s release notes describe self-optimising campaigns that select content and timing for individual customers. The marketer remains able to configure campaign objectives and the degree of automation permitted, although the number of decisions made by the software can increase substantially once a campaign is running.<\/span><\/p>\n

The Campaign Manager Becomes a System Operator<\/span><\/h2>\n

Marketing automation already handles many repetitive tasks. Software can schedule emails, place contacts into segments and trigger communications when customers perform predefined actions.<\/span><\/p>\n

Those processes traditionally require marketers to design the underlying rules. A campaign manager selects an audience, prepares several content variations, establishes conditions for sending messages and decides how results will be evaluated.<\/span><\/p>\n

Salesforce’s agent-based approach allows the software to make more of these selections within the parameters established by its users. Its October release includes a Budget Optimisation agent intended to reallocate spending across channels according to campaign goals, alongside a Campaign Agent that can assemble campaign components and adjust execution.<\/span><\/p>\n

The available functions depend on subscriptions, configuration and the individual product. Salesforce’s release materials describe both generally available capabilities and features subject to specific licensing arrangements.<\/span><\/p>\n

The company is also introducing an Account Discovery Agent to identify promising business accounts and buying groups. That capability addresses a longstanding difficulty in B2B marketing: the person engaging with a company’s content is rarely the only participant in the purchasing decision.<\/span><\/p>\n

Selecting accounts through AI requires reliable information about their characteristics, commercial potential and existing relationships with the supplier. An agent operating on incomplete account records can produce recommendations that appear precise while relying on weak customer data.<\/span><\/p>\n

The marketing department consequently remains responsible for the quality of the information on which the system operates.<\/span><\/p>\n

Adobe Is Extending Conversational Controls<\/span><\/h2>\n

Adobe’s October 2026 Journey Optimizer updates provide another indication of how campaign management is developing.<\/span><\/p>\n

Through its Coworker interface, Adobe introduced capabilities for generating and testing decisioning rules using natural-language instructions. Marketers can describe the eligibility conditions for an offer or the logic used to rank content, rather than writing the underlying rules entirely through specialised interfaces.<\/span><\/p>\n

Other announced capabilities allow users to inspect campaign structures and retrieve execution information through conversational requests. Adobe’s 29 October release notes distinguish between read-only access to campaign information and the ability to create or publish campaigns, which is not yet supported through those particular Coworker functions.<\/span><\/p>\n

The separation is commercially consequential. Being able to ask an AI assistant why a campaign failed or which customers qualify for a particular offer involves less operational authority than allowing it to change the criteria or send new communications.<\/span><\/p>\n

An organisation can introduce conversational access to reporting before giving automated systems permission to alter active campaigns.<\/span><\/p>\n

The same progression is apparent in Salesforce’s approach, where the extent of agent autonomy can be configured. Software suppliers are creating a range of operating models, from AI assistance during campaign planning to broader automation of execution.<\/span><\/p>\n

Marketing departments will have to decide which decisions remain subject to human approval and how those approvals are recorded.<\/span><\/p>\n

Customer Data Determines What the Agent Can Do<\/span><\/h2>\n

Personalised campaigns depend on customer data held across several systems. A financial institution might maintain contact details in a CRM platform, investment information in a separate portfolio system and communication preferences in another database.<\/span><\/p>\n

Marketing staff can sometimes reconcile conflicting records through their knowledge of a client or an established review process. An automated agent needs formal instructions for handling the same discrepancies.<\/span><\/p>\n

Salesforce is promoting data governance capabilities alongside its marketing agents, including tools intended to identify quality and compliance problems in marketing information. The association reflects a practical dependency: an agent cannot reliably choose the next message for a customer when account records are outdated or permissions are unclear.<\/span><\/p>\n

Swiss firms face the requirements of the Federal Act on Data Protection when using personal information in AI-supported systems. The Federal Data Protection and Information Commissioner has reiterated that the legislation applies to AI processing and that organisations must be transparent about the purpose and nature of such processing.<\/span><\/p>\n

The handling of customer information also varies by industry. A retailer can use purchase histories to make product recommendations within the applicable legal framework. A private bank or insurance company may hold financial or health-related information requiring stricter controls over access and permitted use.<\/span><\/p>\n

Automated campaign selection must respect these boundaries, even when the underlying software offers technically sophisticated personalisation.<\/span><\/p>\n

Who Approves the Campaign?<\/span><\/h2>\n

Marketers have traditionally reviewed campaign copy, targeting, budgets and distribution schedules before publication. An agent that continually adjusts communications creates a different approval problem because individual decisions can occur after the initial campaign has been authorised.<\/span><\/p>\n

Salesforce’s system allows marketers to set goals and boundaries around agent behaviour. Organisations still need to establish which modifications fall within those permissions and which require additional review.<\/span><\/p>\n

A campaign can change its audience or distribution without altering a single word of the approved copy. Such decisions have commercial implications, particularly when the new recipients differ from those originally intended.<\/span><\/p>\n

Budget allocation raises similar questions. Automated optimisation can move spending towards channels that meet a defined performance target, but the target itself may reflect only part of the organisation’s commercial interests.<\/span><\/p>\n

A system instructed to maximise enquiries can favour inexpensive leads over contacts more likely to become profitable customers. A campaign optimised for immediate conversions can allocate less spending to activities whose results appear later in the purchasing process.<\/span><\/p>\n

Marketing teams therefore need to establish how an agent’s recommendations relate to revenue, acquisition costs and the quality of resulting customer relationships.<\/span><\/p>\n

The Agency’s Changing Role<\/span><\/h2>\n

Agencies have traditionally charged for campaign production, technical setup, account management, optimisation and reporting. Agent-based systems can automate portions of each activity, although the extent depends on the complexity of the client’s marketing environment.<\/span><\/p>\n

An agency working with a B2B technology provider may spend less time preparing email variations and more time defining which accounts qualify for particular communications. Financial-services agencies will need to connect campaign automation with approved product information, disclosure requirements and the client’s own compliance procedures.<\/span><\/p>\n

The software can prepare a campaign faster than a conventional production process, but an organisation still needs to decide what it is selling, whom it wants to reach and which evidence supports its commercial claims.<\/span><\/p>\n

Salesforce and Adobe are moving parts of campaign operation into AI interfaces that can make or recommend decisions throughout a programme’s life. Marketing departments adopting these systems will be able to examine their value through execution costs, campaign performance and the number of decisions requiring intervention.<\/span><\/p>\n

The software’s ability to carry out a task does not establish whether it has made a good commercial decision. That assessment remains tied to the organisation’s customers, products and financial results.<\/span><\/p>\n

<\/p>","protected":false},"excerpt":{"rendered":"

Salesforce has introduced AI agents that can operate marketing campaigns, while Adobe is extending conversational controls into campaign management. <\/p>","protected":false},"author":5,"featured_media":0,"comment_status":"closed","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[127],"tags":[],"class_list":["post-14279","post","type-post","status-publish","format-standard","hentry","category-programmatic-advertising"],"yoast_head":"\nAI Agents Are Moving from Writing Marketing Content to Running Campaigns<\/title>\n<meta name=\"description\" content=\"Salesforce has introduced AI agents that can operate marketing campaigns, while Adobe is extending conversational controls into campaign management.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.exporis.ch\/fr\/ai-agents-are-moving-from-writing-marketing-content-to-running-campaigns\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AI Agents Are Moving from Writing Marketing Content to Running Campaigns\" \/>\n<meta property=\"og:description\" content=\"Salesforce has introduced AI agents that can operate marketing campaigns, while Adobe is extending conversational controls into campaign management.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.exporis.ch\/fr\/ai-agents-are-moving-from-writing-marketing-content-to-running-campaigns\/\" \/>\n<meta property=\"og:site_name\" content=\"Exporis\" \/>\n<meta property=\"article:published_time\" content=\"2026-10-30T17:26:41+00:00\" \/>\n<meta name=\"author\" content=\"Cathy\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Cathy\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.exporis.ch\\\/ai-agents-are-moving-from-writing-marketing-content-to-running-campaigns\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.exporis.ch\\\/ai-agents-are-moving-from-writing-marketing-content-to-running-campaigns\\\/\"},\"author\":{\"name\":\"Cathy\",\"@id\":\"https:\\\/\\\/www.exporis.ch\\\/#\\\/schema\\\/person\\\/5730d61de1e8de711efd0476234e1e50\"},\"headline\":\"AI Agents Are Moving from Writing Content to Running Campaigns\",\"datePublished\":\"2026-10-30T17:26:41+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.exporis.ch\\\/ai-agents-are-moving-from-writing-marketing-content-to-running-campaigns\\\/\"},\"wordCount\":1329,\"articleSection\":[\"Programmatic Advertising\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.exporis.ch\\\/ai-agents-are-moving-from-writing-marketing-content-to-running-campaigns\\\/\",\"url\":\"https:\\\/\\\/www.exporis.ch\\\/ai-agents-are-moving-from-writing-marketing-content-to-running-campaigns\\\/\",\"name\":\"AI Agents Are Moving from Writing Marketing Content to Running Campaigns\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.exporis.ch\\\/#website\"},\"datePublished\":\"2026-10-30T17:26:41+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/www.exporis.ch\\\/#\\\/schema\\\/person\\\/5730d61de1e8de711efd0476234e1e50\"},\"description\":\"Salesforce has introduced AI agents that can operate marketing campaigns, while Adobe is extending conversational controls into campaign management.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.exporis.ch\\\/ai-agents-are-moving-from-writing-marketing-content-to-running-campaigns\\\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.exporis.ch\\\/ai-agents-are-moving-from-writing-marketing-content-to-running-campaigns\\\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.exporis.ch\\\/ai-agents-are-moving-from-writing-marketing-content-to-running-campaigns\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.exporis.ch\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"AI Agents Are Moving from Writing Content to Running Campaigns\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.exporis.ch\\\/#website\",\"url\":\"https:\\\/\\\/www.exporis.ch\\\/\",\"name\":\"Exporis\",\"description\":\"Digital Marketing, FinTech & Strategic Growth Advisory Switzerland\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.exporis.ch\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"fr-FR\",\"publisher\":{\"@id\":\"https:\\\/\\\/www.exporis.ch\\\/#organization\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.exporis.ch\\\/#\\\/schema\\\/person\\\/5730d61de1e8de711efd0476234e1e50\",\"name\":\"Cathy\",\"description\":\"Senior Content Strategist & Financial Markets Analyst at Exporis. Specializing in retail brokerage trends, multi-asset trading technology, liquidity solutions, and institutional communications for global financial firms.\",\"url\":\"https:\\\/\\\/www.exporis.ch\\\/fr\\\/author\\\/cathy\\\/\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/www.exporis.ch\\\/#organization\",\"name\":\"Exporis\",\"legalName\":\"Exporis\",\"url\":\"https:\\\/\\\/www.exporis.ch\",\"logo\":{\"@type\":\"ImageObject\",\"@id\":\"https:\\\/\\\/www.exporis.ch\\\/#logo\",\"url\":\"https:\\\/\\\/www.exporis.ch\\\/wp-content\\\/uploads\\\/2024\\\/05\\\/black-logo-300x100-1.png\",\"caption\":\"Exporis\"},\"address\":{\"@type\":\"PostalAddress\",\"streetAddress\":\"Chemin de Vers 42\",\"addressLocality\":\"Plan-les-Ouates\",\"addressRegion\":\"Geneva\",\"postalCode\":\"1228\",\"addressCountry\":\"CH\"},\"founder\":{\"@type\":\"Person\",\"name\":\"S\u00c3\u00a9bastien GINALSKI\",\"jobTitle\":\"Chief Executive Officer & Managing Partner\"},\"telephone\":\"+41 79 371 44 95\",\"email\":\"info@exporis.ch\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"AI Agents Are Moving from Writing Marketing Content to Running Campaigns","description":"Salesforce has introduced AI agents that can operate marketing campaigns, while Adobe is extending conversational controls into campaign management.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.exporis.ch\/fr\/ai-agents-are-moving-from-writing-marketing-content-to-running-campaigns\/","og_locale":"fr_FR","og_type":"article","og_title":"AI Agents Are Moving from Writing Marketing Content to Running Campaigns","og_description":"Salesforce has introduced AI agents that can operate marketing campaigns, while Adobe is extending conversational controls into campaign management.","og_url":"https:\/\/www.exporis.ch\/fr\/ai-agents-are-moving-from-writing-marketing-content-to-running-campaigns\/","og_site_name":"Exporis","article_published_time":"2026-10-30T17:26:41+00:00","author":"Cathy","twitter_card":"summary_large_image","twitter_misc":{"\u00c9crit par":"Cathy","Dur\u00e9e de lecture estim\u00e9e":"6 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.exporis.ch\/ai-agents-are-moving-from-writing-marketing-content-to-running-campaigns\/#article","isPartOf":{"@id":"https:\/\/www.exporis.ch\/ai-agents-are-moving-from-writing-marketing-content-to-running-campaigns\/"},"author":{"name":"Cathy","@id":"https:\/\/www.exporis.ch\/#\/schema\/person\/5730d61de1e8de711efd0476234e1e50"},"headline":"AI Agents Are Moving from Writing Content to Running Campaigns","datePublished":"2026-10-30T17:26:41+00:00","mainEntityOfPage":{"@id":"https:\/\/www.exporis.ch\/ai-agents-are-moving-from-writing-marketing-content-to-running-campaigns\/"},"wordCount":1329,"articleSection":["Programmatic Advertising"],"inLanguage":"fr-FR"},{"@type":"WebPage","@id":"https:\/\/www.exporis.ch\/ai-agents-are-moving-from-writing-marketing-content-to-running-campaigns\/","url":"https:\/\/www.exporis.ch\/ai-agents-are-moving-from-writing-marketing-content-to-running-campaigns\/","name":"AI Agents Are Moving from Writing Marketing Content to Running Campaigns","isPartOf":{"@id":"https:\/\/www.exporis.ch\/#website"},"datePublished":"2026-10-30T17:26:41+00:00","author":{"@id":"https:\/\/www.exporis.ch\/#\/schema\/person\/5730d61de1e8de711efd0476234e1e50"},"description":"Salesforce has introduced AI agents that can operate marketing campaigns, while Adobe is extending conversational controls into campaign management.","breadcrumb":{"@id":"https:\/\/www.exporis.ch\/ai-agents-are-moving-from-writing-marketing-content-to-running-campaigns\/#breadcrumb"},"inLanguage":"fr-FR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.exporis.ch\/ai-agents-are-moving-from-writing-marketing-content-to-running-campaigns\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.exporis.ch\/ai-agents-are-moving-from-writing-marketing-content-to-running-campaigns\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.exporis.ch\/"},{"@type":"ListItem","position":2,"name":"AI Agents Are Moving from Writing Content to Running Campaigns"}]},{"@type":"WebSite","@id":"https:\/\/www.exporis.ch\/#website","url":"https:\/\/www.exporis.ch\/","name":"Exporis","description":"Digital Marketing, FinTech & Strategic Growth Advisory Switzerland","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.exporis.ch\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"fr-FR","publisher":{"@id":"https:\/\/www.exporis.ch\/#organization"}},{"@type":"Person","@id":"https:\/\/www.exporis.ch\/#\/schema\/person\/5730d61de1e8de711efd0476234e1e50","name":"Cathy","description":"Senior Content Strategist & Financial Markets Analyst at Exporis. Specializing in retail brokerage trends, multi-asset trading technology, liquidity solutions, and institutional communications for global financial firms.","url":"https:\/\/www.exporis.ch\/fr\/author\/cathy\/"},{"@type":"Organization","@id":"https:\/\/www.exporis.ch\/#organization","name":"Exporis","legalName":"Exporis","url":"https:\/\/www.exporis.ch","logo":{"@type":"ImageObject","@id":"https:\/\/www.exporis.ch\/#logo","url":"https:\/\/www.exporis.ch\/wp-content\/uploads\/2024\/05\/black-logo-300x100-1.png","caption":"Exporis"},"address":{"@type":"PostalAddress","streetAddress":"Chemin de Vers 42","addressLocality":"Plan-les-Ouates","addressRegion":"Geneva","postalCode":"1228","addressCountry":"CH"},"founder":{"@type":"Person","name":"S\u00c3\u00a9bastien GINALSKI","jobTitle":"Chief Executive Officer & Managing Partner"},"telephone":"+41 79 371 44 95","email":"info@exporis.ch"}]}},"_links":{"self":[{"href":"https:\/\/www.exporis.ch\/fr\/wp-json\/wp\/v2\/posts\/14279","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.exporis.ch\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.exporis.ch\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.exporis.ch\/fr\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.exporis.ch\/fr\/wp-json\/wp\/v2\/comments?post=14279"}],"version-history":[{"count":0,"href":"https:\/\/www.exporis.ch\/fr\/wp-json\/wp\/v2\/posts\/14279\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.exporis.ch\/fr\/wp-json\/wp\/v2\/media?parent=14279"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.exporis.ch\/fr\/wp-json\/wp\/v2\/categories?post=14279"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.exporis.ch\/fr\/wp-json\/wp\/v2\/tags?post=14279"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}