Few marketers have made the shift to directing AI agents instead of doing the work themselves, according to [MarTech](https://martech.org/why-directing-ai-agents-is-the-next-step-in-marketing-work/). The more common approach remains using AI to help with individual tasks rather than directing it across work.
AI agents can handle more of the hands-on work marketers have traditionally done themselves. This shifts where value comes from.