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Agentic Marketing - Ki-Agenten ALS Team: Wie Marketingverantwortliche Multi-Agenten-Systeme Orchestrieren
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ISBN13: 9783658535971
Publisher: Springer Gabler
Pages: 230
Language: German
Dieses Buch zeigt Marketingverantwortlichen, wie sie sich von der Ausführung einzelner Aufgaben zur Orchestrierung spezialisierter KI-Agenten weiterentwickeln, und welche Prozesse, Tools und Kompetenzen sie dafür benötigen. Agentic Marketing meint ein koordiniertes System von KI-Agenten, das innerhalb menschlich gesetzter Werte und Ziele autonom plant, entscheidet und handelt - und die gesamte Wertschöpfung orchestriert, von Insights bis zum Lernen auf Organisationsebene. Florian Stompe erläutert den Paradigmenwechsel anhand einer herstellerunabhängigen Referenzarchitektur, konkreter Implementierungsstrategien für Multi-Agenten-Workflows und der Integration bestehender MarTech-Systeme.
Florian Stompe legt den Finger auf die entscheidende Leerstelle im heutigen MarTech-Stack: die fehlende, herstellerunabhängige Orchestrierungsschicht. Er denkt die Agentic-Marketing-Debatte konsequent von der Architektur her - klar, fundiert und praxisnah. Dr. Ralf E. Strau , Managing Partner MarketingTechLab
Der Inhalt
- Der Paradigmenwechsel - Vom Ausführen zum Führen
- Von Chatbots zu Multi-Agenten-Systemen
- Die Zukunft von Marketing-Teams
- Eine Agentic-Marketing-Referenzarchitektur
- Data Layer - Das Gedächtnis des Systems
- Decisioning Layer - Das Gehirn des Systems
- Design & Distribution Layer - Erlebnis und Ausführung
- Orchestrierung, Governance & Measurement
- Multi-Agent-Workflows implementieren
- Tools und Plattformen
- Integration entlang der 4D-Schichten
- Change Management und neue Rollen
- Was schiefgehen kann - Risiken und Vermeidungsstrategien
- Szenarien für 2028
- Dein Fahrplan startet jetzt
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