#workflow

MAICON employs AI agents to handle research, content production and post-event tasks while assigning customer communication, programming choices and speaker relationships to staff. The approach was described by Cathy McPhillips, chief marketing officer at SmarterX and leader of marketing for the Marketing AI Institute brands.

AI agents collect sponsor data by scanning websites, capturing screenshots and compiling spreadsheets of packages and logos.

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.

Salesforce launched Agentforce Operations today, a new tool designed to use AI agents for automating back-office processes across systems such as email, ERP, and collaboration tools, according to [MarTech](https://martech.org/salesforce-launches-agentforce-operations-to-automate-back-office-work/). This addresses the issue where companies have modernized customer-facing experiences but face delays from manual back-office tasks.