Hightouch Agents connect directly to a company’s data warehouse and marketing stack, providing insights into the data behind marketing decisions, customer transactions, inventory levels, creative performance, and more.
The first release of Hightouch Agents addresses the inefficient workflows that plague marketers across teammates, agencies and channels. The agents are designed to answer complex questions with precision, Tejas Manohar, co-founder and co-CEO of Hightouch, told MarTech. That precision comes from their focus on context.
Hightouch has added what it calls the “marketing context layer” to its agents. It consists of customer data, campaign details, including creative and spend, and brand information such as brand guidelines.
Hightouch integrates with 300 marketing and data platforms. Manohar said the new agents do more than just activate data from those platforms: they consume context.
Purpose-built agents trained in marketing
He described Hightouch Agents as being purpose-built for marketers, giving them advantages over more generic AI tools. The company has embedded specific skills in its agents that marketers need and enabled them to work together.
For example, Manohar said most marketers would be disappointed if they uploaded 10 creative images from a campaign, along with metrics, to ChatGPT and asked for analytics and recommendations.
“It has a vague understanding of the pre-training of training on the Internet about how to think about advertising, but it is very fuzzy,” he said. “It doesn’t have the hard skills to identify creative fatigue and what to look for week after week.”
Hightouch worked with clients and marketing teams to develop its agents and asked them to outline all the steps involved in launching a campaign. These steps include research, drafting briefs, campaign planning, creating content, gathering feedback, obtaining approvals, planning distribution, and analyzing results.
While many AI efforts in marketing focus on content creation, Manohar estimates that content makes up only 10% to 20% of campaign activity and is often siloed by role. As AI models get better at content creation, that’s not an area where Hightouch – or other vendors that go beyond foundational models like OpenAI and Perplexity – are likely to win.
Instead, Manohar sees the value of AI in marketing coming from systems that complement and automate the other tasks.
“What’s really interesting about marketing, I think, is that marketing covers such a wide range of dimensions of what AI makes possible,” says Manohar. That includes reasoning, reading unstructured content, multimodal creative generation, coding (for HTML emails and landing pages), and more.
Dig Deeper: Oracle Introduces AI Agents for CX and Revenue Teams
Energize yourself with free marketing insights.
MarTech is owned by Semrush. We remain committed to providing high-quality reporting on marketing topics. Unless otherwise stated, the content of this page was written by an employee or paid contractor of Semrush Inc.
#Hightouch #joins #battle #agentic #marketers #MarTech