Ibexa, a European digital publisher, has unveiled its **Agentic Marketing Platform**, a system that uses artificial intelligence (AI) agents to manage marketing campaigns from start to finish. The platform integrates these AI agents into Ibexa's six existing marketing technology (martech) products, which were unified under the Ibexa brand at the beginning of the year. These agents operate within a shared environment, connecting to more than 200 marketing tools to handle tasks across the entire marketing process. The platform links to marketing cloud platform (MCP) servers, with Ibexa’s in-house products like Cohesivo (a content management system), Actito (customer engagement), Quable (product information management), Raptor (customer data), and Qualifio (content collection) integrated directly. Additional tools from external MCPs, such as customer relationship management (CRM) systems, e-commerce platforms, analytics, ad tech, social media management, and project management software, connect through these servers as well. Each AI agent is designed to understand the specific context of a company, including its brand identity, tone of voice, target audience, and market position. Teams can use pre-built agents or create custom ones, defining the boundaries of their operations. Ibexa highlights that its agents differ from general-purpose AI models by being tailored to marketing tasks, offering more precision and control. The platform is expected to significantly reduce time spent on repetitive tasks. For instance, creating a product landing page could take 15 to 30 minutes instead of 2 to 5 days, and localizing content might take just a few minutes rather than several days. In a scenario involving a new market campaign, the AI agent would identify the target audience, write and adapt content for different languages and channels, and publish it within predefined guidelines. The marketer would then review the final output, rather than overseeing each step individually. Clients have the freedom to choose which large language model (LLM) their agents use, ensuring compliance with their organization’s AI usage policies. These can include proprietary models, private systems, or European-based AI solutions. The platform maintains transparency, allowing teams to track each agent’s actions and maintain control over their data, workflows, and budgets. GDPR compliance is embedded into how the agents handle customer data. Bertrand Maugain, CEO of Ibexa, emphasizes the importance of keeping control and governance in the hands of those managing the work. "Control and governance must remain in the hands of those who do the work. It is even more true when talking about data activation and AI," he says. This approach aligns with the European approach to digital tools, where transparency and choice are prioritized. Ibexa refers to the new role of marketers using this platform as the "Agentic Marketer." This person defines the desired outcome, oversees the campaign, and decides the brand’s message and what should be produced. The AI agents handle the execution, but the marketer remains the creative force behind the work. The team determines the level of human oversight needed in each task. Grégory Becue, Chief Product Officer of Ibexa, explains that for the first time, marketers can incorporate AI agents into their daily workflows and hand over campaign management from idea to launch. "The agents work in the existing tools, eliminate repetitive coordination, and free up time for creativity, strategy, and growth," he says. Ibexa believes this shift will lead to the sustainable integration of AI in marketing teams. Bertrand Maugain predicts that "Inbound Marketing has become the reference skill for generating its own leads. We think that agentive marketing will be the next one." The **Agentic Marketing Platform** is currently in beta, available to a limited group of clients who help shape its development. General availability is scheduled for January 12, 2027, with demo requests open for interested parties.