Hightouch Launches Agentic AI for Marketers
â–Ľ Summary
– Hightouch Agents automate slow, manual marketing tasks by connecting to a company’s data warehouse and marketing stack.
– These agents provide a marketing context layer with customer data, campaign details, and brand information for precise answers to complex questions.
– They are purpose-built for marketers with specific skills, offering advantages over generic AI tools by focusing on tasks like identifying creative fatigue.
– Hightouch collaborated with customers to develop agents that handle campaign steps from research and planning to analysis, not just content creation.
– The value of AI in marketing lies in augmenting and automating diverse tasks such as reasoning, reading unstructured content, and coding, beyond content generation.
Hightouch has launched a new suite of AI tools specifically designed for marketing professionals, aiming to automate and accelerate the slow, manual tasks that often bog down marketing campaigns. These tools, known as Hightouch Agents, connect directly to a company’s existing data warehouse and marketing technology stack, providing a clear view of customer data, transaction records, inventory status, and creative performance metrics.
The initial rollout targets inefficient workflows that affect marketers across teams, agencies, and channels. According to Tejas Manohar, co-founder and co-CEO of Hightouch, these agents are built to handle complex questions with high accuracy by focusing on what the company calls a “marketing context layer.” This layer incorporates customer information, campaign specifics, such as creative assets and spending, and brand guidelines, ensuring that each decision is informed and relevant.
Hightouch integrates with over 300 marketing and data platforms, enabling its agents not only to activate data but also to interpret and apply meaningful context. Manohar emphasized that these agents are purpose-built for marketing, offering capabilities that generic AI tools lack. For instance, while a marketer might upload campaign images and metrics into a general AI model and receive vague recommendations, Hightouch Agents are trained to identify issues like creative fatigue and analyze week-over-week performance with precision.
The development process involved close collaboration with customers and marketing teams, who outlined the full range of steps required to launch a campaign, from research and brief creation to content development, feedback collection, approval workflows, distribution planning, and results analysis. Manohar noted that while many AI solutions in marketing focus heavily on content creation, this represents only a small fraction of overall campaign work. He believes the real value lies in systems that augment and automate the broader set of tasks involved.
“Marketing spans so many areas where AI can make a difference,” Manohar explained, pointing to reasoning, interpreting unstructured content, multimodal creative generation, and even coding for emails and landing pages. By concentrating on these dimensions, Hightouch aims to deliver tools that support marketers in ways that general-purpose AI cannot.
(Source: MarTech)
