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Introduction to agentic AI

How can agentic AI transform marketing process and automation into more human-like customer engagement?

Master Class English Online
When 6 February 2026
13:30 - 15:30

Introduction

In this Master Class you will discover what agentic AI really means and why it matters for marketers.

Agentic AI describes intelligent systems that not only understand context, but also adaptively choose the right tools and actions to achieve objectives. Rather than just responding to queries, these systems can plan, execute and assist your work in more intuitive, human-like ways.

We’ll show you how agentic AI can support marketing processes and automation, helping you go beyond fragmented campaigns and start creating deeper, more meaningful customer relationships at scale.

What will you learn?

  • The fundamentals: understand what agentic AI is, how it works and why it’s essential for the future of marketing.
  • Strategic development: learn how to identify high-value use cases, design a strategy and balance automation with human creativity and oversight.
  • Real-world impact: discover practical examples of how agentic AI enables personalization, smoother customer journeys and greater efficiency.

For whom?

Marketers at junior to senior level who want to understand how agentic AI can support marketing processes, automation and customer engagement.

Language

The training will be given in English and the slides of the presentation will be in English as well.
Participants may respond in the language of their choice.

Speakers

  1. Thomas De Vos

    Thomas De Vos

    Innovation strategist and AI Captain at Empathy Lab

    Thomas De Vos leads digital transformation and excels in AI innovation at Empathy Lab, with a distinguished 28-year career.

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Prices

  • UBA member: Free. The participation fee is included in your company's annual membership contribution.
  • Standard: € 320 (excl. VAT).

This training will be held online via Teams and will not be recorded. Register to participate, and you will receive further instructions by email.

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