Comprehensive Review of Gen Agentic AI in Marketing: Tools, Theories and Applications

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Satyadhar Joshi

Published: 02 Oct 2025, Last Modified: 22 Nov 2025International Journal of Innovative Research in Engineering and ManagementEveryoneRevisionsCC BY-SA 4.0
Abstract: Artificial Intelligence (AI) agents are transforming the marketing scene by streamlining work, improving personalization, and maximizing campaigns. This paper examines the complex role of AI agents in marketing, ranging from their use in content generation, customer interaction, data analysis, and generating leads. It explores the technical bases of these agents, discussing important theories like Multi-Armed Bandits, Transformer models, and Gaussian Mixture Models, and how they are implemented practically within tools such as Jasper and Quantilope. The study also discusses how marketing work is affected by AI agents, including worrying job displacement as well as new roles and required skill changes. Ethical issues, such as data privacy and algorithmic bias, are examined in tandem with emerging trends such as autonomous marketing teams and hyper-personalization. The research concludes by providing strategic advice to businesses and professionals for leveraging AI agents maximally while minimizing risks.