How new infrastructure, like the Model Context Protocol, is reshaping marketing workflows

AI agents are now becoming central to marketing workflows. These agents are designed to handle manual, repetitive and time-consuming work, executing tasks inside systems like CRMs, analytics environments and marketing automation tools.

However, agentic AI requires a strong foundation to deliver value. According to Deloitte, nearly 60% of AI leaders and representatives cite their primary challenge in adopting agentic AI as integrating it with legacy systems. Agents need more than just API access; they need structured context, clear guardrails and actionable instructions. Without the proper foundation, agents can create friction rather than value.

A new open standard is emerging to aid the connection of data and AI/LLM tools: MCP, or the Model Context Protocol.

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