The Age of Agents: Technical Fluency for the Future AI-Native Marketer
Session Overview
AI agents are no longer just a topic for developers. As AI systems that can think, remember, and collaborate begin to enter real marketing workflows, marketers also need a new kind of technical fluency to understand how agents work and how they will reshape the field.
Designed as an introduction for non-technical marketers, this session starts with the fundamentals of AI Agents and Agentic AI. It will explore how agents think and act, how they use context and memory, and how these capabilities translate into practical marketing applications.
The session will also cover the broader agent ecosystem, including emerging protocols such as MCP and A2A, commerce automation standards such as ACP, UCP, and AP2, and the main architectural types of multi-agent systems.
Beyond the technology itself, the session will clarify the difference between AI literacy and AI fluency, and outline the AI fluency marketers need in order to lead confidently in the years ahead. It will conclude with a realistic look at what AI agents can already do well, what remains difficult, and where the technology is heading next.
Rather than focusing only on tools, this session is for marketers who want to understand the fundamentals first and prepare proactively for the AI era.
Speaker
Since the arrival of ChatGPT, he has immersed himself in generative AI by closely studying related papers and developments. He is now focused on the practical application and broader adoption of AI Agent technologies.