As marketing teams look to move beyond experimental AI tools and toward systems that deliver real operational value, the adoption of agentic AI workflows is becoming a defining trend across the MarTech ecosystem. Kentico has taken a major step in this direction with the launch of the AIRA Agentic Marketing Suite, signaling a shift toward AI that actively executes marketing tasks rather than simply assisting with ideas.
Kentico announced that the new suite extends its broader AI strategy within Xperience by Kentico. With this release, the company is reinforcing its view that AI should be operational, transparent, and embedded directly into everyday marketing workflows, enabling teams to move faster without adding complexity.
The foundation for this launch was laid in 2025 with the introduction of AIRA, short for Artificial Intelligence Recommendations and Assistance. AIRA was designed to remove friction from daily marketing work by offering embedded tools that reduce repetitive tasks and simplify execution. Within the platform, marketers gained access to capabilities such as automatic translation, content tagging, campaign ideation, customer journey insights, and instant product guidance. These features are accessible through a conversational chat interface and in context icons, allowing users to benefit from AI without leaving the core platform or relying on additional integrations.
With the debut of the AIRA Agentic Marketing Suite, Kentico is expanding AIRA from an assistive layer into a coordinated system of specialized AI agents. This evolution introduces agentic AI workflows that support the full marketing lifecycle, from strategy development and content creation to optimization and campaign execution. Rather than acting as passive tools, these agents are positioned as virtual collaborators that take on defined responsibilities within marketing teams.
Among the first agents available is the Content Strategist, which helps marketers shape and refine content strategies using intelligent analysis and practical recommendations. Kentico plans to introduce additional agents over time, extending support into areas such as campaign management, market analysis, and workflow optimization. Each new agent is designed to improve speed, precision, and overall impact, allowing teams to focus more on strategic decisions and less on manual coordination.
By embedding agentic AI workflows directly into Xperience by Kentico, the company aims to address a common challenge for marketing leaders: the gap between AI potential and real world execution. Many organizations struggle with disconnected AI tools that promise insight but require additional effort to operationalize. Kentico approach emphasizes seamless integration, ensuring that AI driven actions are part of existing processes rather than an added layer.
The launch of the AIRA Agentic Marketing Suite reflects a broader industry shift toward practical AI adoption. As agentic AI workflows become more common, platforms that enable marketers to delegate tasks to intelligent systems while maintaining transparency and control are likely to gain traction. For Kentico customers, this release positions AI as a true extension of the marketing team, helping organizations scale execution, improve consistency, and drive measurable outcomes in an increasingly complex digital landscape.
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