The New Operating Model: How AI Agents and Humans Work Together
Marketing has talked itself into a false choice.
One camp says AI is about to automate the function entirely. The other treats every AI mandate as a threat to be contained. Nearly nine in ten organizations have deployed AI somewhere, yet most report no real impact on the bottom line. And Gartner expects more than 40% of agentic AI projects to be canceled by the end of 2027.
The technology isn’t failing. It’s being deployed on top of an operating model that was never redesigned to hold it.
This paper is a strategic guide for marketing leaders on how to divide the work between people and AI agents deliberately, because the brands pulling ahead aren’t the ones with the most agents or the fewest marketers, they’re the ones with the clearest line between the two.
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Key Insights You’ll Discover
The Adoption Paradox
Learn why Gartner calls out “agent washing” and why roughly one-third of companies risk damaging customer experience by deploying AI before the operating model is ready.
Where AI Leads, Where Humans Lead
Get the explicit collaboration map: what belongs to agents, what stays human, and why the handoff between them is where most operating models actually break.
The Three Layers That Make Agents Trustworthy
Standardized workflows, agentic orchestration, and governance with human oversight—none of them optional, and they have to be built in order. See why skipping the first layer is the single most common reason agentic projects fail.
The Trust Gap Nobody Budgeted For
An operating model is executed by people, and employee trust in agentic systems has dropped sharply. Discover why change readiness has to be a first-class workstream, not a communications afterthought bolted on after the technology ships.
How Leading Companies Are Already Proving It Out
See how a global CPG brand cut cost-per-asset by 30% while scaling variant production without adding headcount, how a financial services firm cut approval cycle time in half, and how a healthcare organization sped up routine review without compromising clinical accuracy.
A Phased Path to Deploy Agents at Scale
Align and sponsor. Map the division of labor. Establish governance and guardrails. Deploy and scale. Get the implementation framework, the critical success factors, and the metrics that make the gains measurable from day one.
