In this episode of AI Marketing Today, host Mark Fidelman sits down with Diego Lomanto, Chief Marketing Officer at Writer, to explore the frontier of Agentic Marketing. They move beyond simple "personal productivity" tools and dive into how AI agents are orchestrating complex team workflows, transforming how enterprises like Qualcomm and American Eagle operate.
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Defining Agentic Marketing: Diego explains the shift from using AI as a personal assistant (writing a blog post faster) to process orchestration. It's about building autonomous workflows where agents handle data segments, content creation, and campaign execution.
The Human Bottleneck: Why technology isn't the problem, but mindset is. Diego shares his "top-down" approach to forcing a mindset shift: before spending money or fixing a process, always ask, "Can an agent do that?"
Case Study - Qualcomm: How the tech giant moved from simple copywriting agents to 70+ workflows spanning legal reviews, trademark protection, and product launches.
Case Study - American Eagle: Using AI to handle the "derivative content" (the many iterations needed for different segments), freeing up human creatives to focus on the core, differentiated brand strategy.
The "Pipeline Kit" Agent: A look at Writer's internal "champagne-drinking" strategy, where they built an agent to automatically generate LinkedIn messages, call scripts, and look-books for sales reps the moment new content is published.
The One-Year Outlook: Diego predicts that within a year, we will see "digital teammates" for every department—demand agents, content agents, and product marketing agents—working together autonomously.
Don't Settle for "Better or Faster": The real ROI of AI is taking the efficiency gains and reinvesting those resources into things that move the needle, like high-touch events or hyper-personalized customer relationships.
Stay Differentiated: As AI makes content creation infinite and cheap, a strong, human-led point of view is the only way for a brand to stand out.
Diego Lomanto: LinkedIn
Writer: writer.com
Book: Agentized by Mark Fidelman (Upcoming)
Tools: Writer Agent, Claude (Anthropic), Google Meet
