Kentico, a renowned player in the field of digital experience and content management tools, has certainly made a big stride in AI-based marketing solutions with the advent of Kentico’s AIRA Agentic Marketing Suite, a new set of specialized and AI-driven workflows to assist marketers in a smarter way in the development and optimization of their campaigns through strategy, content, and optimization, and most importantly, execution. This move is a part of Kentico’s AI strategy for marketers as a whole through its primary and renowned platform, Xperience by Kentico.
Introduced for the first time in 2025, AIRA (Artificial Intelligence Recommendations & Assistance) offers embedded technologies designed to enable marketing teams to succeed in automating core tasks, ranging from content tagging, translation, brainstorming, customer journeys, and product information. Although they were already aiding users in enhancing their productivity without the need to implement integrations, it marked the introduction of in-product conversational interfaces and intuitive icons.
With the new Agentic Marketing Suite, Kentico is pushing its AI sophistication further — moving from simple assistance toward specialized AI agents that can actively execute defined marketing tasks. The suite treats AI not just as a tool but as a collaborative team member designed to relieve marketers of tactical workload and create capacity for strategic creativity.
What “Agentic AI Workflows” Actually Means
Unlike traditional AI features that generate suggestions or draft outputs, agentic AI workflows are designed to complete specific marketing functions autonomously while remaining under marketer oversight. In this context:
- Each AI agent specializes in distinct tasks – such as content strategy shaping, audience analysis, workflow optimization, or campaign refinement.
- These agents can assess data, make recommendations, and even carry out steps within marketing workflows that previously required manual intervention.
- Future releases will expand the agent roster to cover campaign management, market research, and operational optimization.
Dominik Pinter, CEO of Kentico, emphasized that the suite aims to scale marketing expertise, cut through complexity, and help teams “deliver results faster.”
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Why This Matters for B2B Marketing & Advertising
Kentico’s announcement arrives at a time when B2B marketing teams are increasingly overburdened with operational tasks that distract from strategy, creativity, and insight development. The traditional marketing stack — rife with point tools and manual workflows — is often cited as a bottleneck to efficiency and effectiveness. Kentico’s agentic AI suite could help unlock significant value in the following ways:
Accelerating Strategic Execution
Often, marketers in B2B companies dedicate an enormous time to routine processes, which range from tagging and categorization processes to initial stages of campaign planning. The major role of agentic AI is to automate or semi-automate routine processes, allowing marketers to channel their focus and energy to more complex processes such as brand story development, audience segment strategy development, and personalization frameworks.
This change increases speed-to-market capabilities—a factor becoming more and more vital as a differentiator in competitive markets where even rival firms are using automation and AI to outrun the competition.
Bridging Strategy and Operational Workflows
One of the biggest challenges facing any B2B organization is ensuring strategy becomes a workflow, which drives execution and related results. This is because most firms have separate solutions for strategy, content, and execution. This creates a problem. Embedded agentic AI technology also enables the creation of a closed loop that ties together strategy, content, and execution through Kentico Digital Experience Platform.
Such an alignment may help to improve productivity and limit translation loss between strategy teams and execution teams.
Improved Personalization and Customer Understanding
Agentic AI workflows bring a more nuanced understanding of audiences and content performance. With built-in capabilities to analyze customer journeys and recommend optimization areas, these AI agents can help brands deliver more personalized, contextually relevant experiences — a major competitive advantage in B2B contexts where purchase cycles are complex and relationship-driven.
By surfacing insights that might otherwise remain hidden due to data silos or manual analysis limitations, AI workflows can help teams tailor messages and engagement strategies that drive deeper connections with prospects and customers.
Lowering Barriers for Smaller Teams
Advanced marketing automation technology has traditionally been accessible only to larger organizations that have in-house staff dedicated to tech and data analysis. Agentic AI represents an opportunity for mid-sized and smaller B2B businesses to realize enterprise-class execution prowess that rivaled the staff profiles of larger organizations. This allows smaller B2B businesses to now better compete by leveraging intelligent automation that feels like an extension of human capabilities.
The Broader Business Impact
Additionally, beyond the immediate gains inherent in a direct marketing campaign, the Kentico agentic AI software is a manifestation of a more pervasive marketing industry trend to combine the concepts of automation and intelligent action. While traditionally AI has been intended to be an auxiliary content developer or productivity facilitator, this is no longer the case.
For CMOs and marketing leaders, this means:
- Faster campaign cycles with reduced manual review and operational load.
- More data-driven decision making because AI agents can analyze patterns at scale.
- Greater alignment across functions – marketing, sales, and customer success teams can benefit from AI-enabled insights that improve cross-channel consistency.
- Lower operational costs as automation handles repetitive, time-consuming tasks more efficiently.
Conclusion
With the launch of the AIRA Agentic Marketing Suite, Kentico takes a meaningful next step in how AI can support B2B marketers-not just as a productivity tool but an operational partner embedded within the core workflows. In allowing marketers to delegate not tasks but functional roles, Kentico is enabling businesses to focus more fully on strategic growth and customer engagement.
It is expected that, as AI continues to mature and integrate with digital experience platforms, businesses embracing these agentic capabilities will outperform their peers by driving faster time to value, deeper personalization, and more efficient execution across their marketing and advertising initiatives.