We spoke with Vineet Mehra, Chief Marketing Officer at Chime, about why artificial intelligence isn't an accessory but the new engine of marketing. If you think AI is just for automating tasks, get ready: Chime describes an organizational transformation where AI agents act as extensions of the brand — personalizing in real time and optimizing budget with unprecedented precision.

The era of marketing agentification

You might wonder, what exactly is agentification? Think of AI agents as assistants that operate autonomously within the marketing ecosystem: they tweak messages, redistribute ad spend and test creatives in real time, all while learning from each interaction. This doesn't just speed up tasks; it changes how teams are designed.

Instead of static execution-focused teams, you'll see teams that orchestrate AI systems which learn and improve continuously. Familiar, right? Like swapping repetitive coordination work for overseeing systems that actually get smarter with use.