How Marketers Build Brand Agents
and Marketing Agent Orchestrators
Session Overview
In the AI era, the idea that marketers must train AI agents is no longer new. The real question now is what to train, and how to train it, within the marketing domain so that it leads to tangible brand growth and improved operational efficiency. However, clear answers to this question are still lacking in practice.
This session introduces two core areas marketers should train AI agents to generate: (1) enabling AI to learn a brand’s differentiated value by customer intent and generate AI-friendly content optimized for different media and AI channels, and (2) training agents on each marketer’s knowledge and working methodology at the project level, allowing them to function as personal AI teammates and to be shared across project teams as multi-agent systems.
HSAD presents practical ways to implement these approaches from a marketing-domain perspective rather than a technology-centric one. Through Brand Agents, HSAD demonstrates how to capture customer intent expressed through AI-driven queries, segment customers by intent, and generate AI-friendly content tailored to each segment. Through a Marketing Agent Orchestrator, HSAD showcases a commercialized orchestration framework that enables marketers with no development background to build knowledge-based agents and share them seamlessly within real-world workflows.
- Brand Agents: Capture AI-driven query intent → intent segmentation → AI-friendly content generation by segment
- Marketing Agent Orchestrator: No-code framework to build knowledge-based agents and deploy them into real workflows
- From Tools to Systems: Turning individual marketer know-how into shared multi-agent collaboration across teams
Speaker
Drawing on his diverse background across advertisers, startups, and agencies, he leads business strategy and AI Transformation (AX) initiatives at HSAD, LG Group’s marketing creative company.