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Original source: Adobe Marketo Engage User Groups
This article is an editorial summary and interpretation of that content. The ideas belong to the original authors; the selection and writing are by Marketo Ops Radar.
This video from Adobe Marketo Engage User Groups covered a lot of ground. Marketo Ops Radar selected 8 key moments and summarises them here. Everything below links directly to the timestamp in the original video.
Understanding the function and impact of these agents is critical for planning the adoption of new automation tools. Prepare for a significant shift in how you interact with your Marketo platform.
Unpacking Marketo's Native Agents: QA, Lead Import, and Smart Campaigns
A presenter detailed Marketo's first native agents, a feature set designed to streamline and automate key operational tasks. These include a program QA agent that reviews campaign integrity and data quality, helping identify and correct anomalies before launch. Also introduced was a lead import agent, which promises to resolve a common pain point by automatically normalizing imported lead data, handling inconsistent formats and errors.
The third initial agent targets Smart Campaigns, enabling easier and more precise activation and modification of existing flows. Live demonstrations of these capabilities generated considerable excitement among attendees, underscoring the potential to reduce manual workload and improve data quality and operational efficiency. Additionally, a future knowledge base agent was announced that will function as a Marketo "coach," providing answers and guidance on how to perform specific tasks within the platform.
"People literally stood up and applauded — in this session. So I think it speaks for itself; you'll hear the applause if you watch it."
Marketo MCP Server: Secure Integration of Marketo with External AI Agents
A presenter introduced the Marketo MCP Server as a foundational tool for securely integrating Marketo with external artificial intelligence agents — such as those already in use across organizations, including Copilot, Gemini, or other cloud-based solutions. The server acts as a secure gateway, ensuring data protection and integrity in interactions between Marketo and these AI systems, addressing a concern that is top of mind for enterprise teams.
The MCP Server's functionality is critical for mitigating the risks associated with direct connectivity and ensuring compliance with data governance policies. It was noted that the feature is already active and requires no complex installation, making deployment straightforward for IT teams. This capability allows organizations to leverage their existing AI investments to enhance Marketo in a reliable and controlled manner.
"The MCP Server was built essentially around security, connectivity, and data integrity."
Marketo Reimagined: New AI Agents and a Shift in the Pricing Model
A Marketo presenter revealed that the platform is actively developing a broad range of new AI agents, including enhancements for lead import, data normalization, and program creation. These advances aim to address persistent pain points for marketing professionals — such as data cleansing and campaign creation automation — with particular excitement around the potential of AI-driven program building.
One of the most significant announcements was an imminent change to Marketo's pricing model. The platform will move away from the traditional contact-based model and adopt a usage-based pricing system tied to AI agent prompt consumption. While full details are still being finalized, this transition reflects an alignment with the platform's new AI-driven capabilities and will carry important implications for marketing operations budget planning.
"Agents are billed by the prompts you consume, and Marketo is billed by contacts. So you need to start thinking through what that difference is going to look like."
Marketo's New Interface and 'Build with AI' Feature Coming Soon
A presenter announced a significant overhaul of the Marketo interface, which will adopt an aesthetic more closely aligned with other Adobe products such as AJO and Analytics. The new interface is currently in advanced beta with Marketo Champions and is expected to become available to Marketo administrators in June.
Additionally, a new feature called 'Build with AI' will be introduced, serving as the gateway to Adobe's artificial intelligence agents within Marketo. It was clarified that available features and rollout timelines may vary depending on an organization's Marketo license type (Prime or Ultimate), making a review of current licenses advisable.
"There's going to be a new feature called Build with AI. This little button is what opens up the world of Adobe agents inside Marketing to us."
Marketo: New Interface and AI Agents Coming June 2026, with Adoption Controls
A presenter confirmed that Marketo is moving toward a pricing model in which the core platform will be free for all customers, but additional charges will apply based on AI agent prompt usage. This shift in cost structure represents a significant evolution and brings Marketo in line with broader AI market trends.
The new Marketo interface, along with the AI agents, is set to become available to administrators in June 2026. Notably, organizations will have control over when they adopt these new AI capabilities, allowing for a gradual transition tailored to each team's readiness. This addresses concerns about the pace at which new technologies are being adopted.
"Marketo will be free to all customers, but depending on usage, there will be additional charges similar to other tools in the market."
IMS Migration Urgency: Access to Marketo and AEP Features at Stake for 2026
A presenter stressed the critical importance of migrating to the Identity Management System (IMS) for all Marketo users. It was highlighted that 90% of customers have already completed this migration, which is a fundamental prerequisite for unlocking access to new Marketo features and the Adobe Experience Platform (AEP).
The IMS migration, which has been promoted since 2024, will become a mandatory requirement by 2026. Organizations that have yet to make this transition risk losing access to the platform's latest innovations and capabilities, underscoring the urgency for the remaining 10% of customers to act.
"Now is the time to do it, because if you don't, you will lose all the new features. At this point, it's a must."
Envisioning the Future of Marketo: The 'Marketo Club' and AI-Powered Virtual Marketing Teams
A presenter introduced an intriguing future vision known as the 'Marketo Club' — an idea still in development with no defined launch timeline. The concept envisions a deep integration of AI agents with specific profiles and names (such as Maya, Marcus, and Pria) within Marketo, simulating a virtual marketing team. Each agent would specialize in tasks such as executing email campaigns, making paid media decisions, or generating reports, enabling advanced automation and optimization of marketing operations.
While the go-to-market model and practical implementation remain unclear, the initiative highlights Marketo's strategic direction toward a smarter, more autonomous platform. The vision of these 'pre-agents' functioning as a virtual marketing team underscores Adobe's commitment to empowering marketing professionals with cutting-edge AI capabilities.
"Adobe is building these pre-agents, right? With specific profiles that will help us function as our own virtual marketing team."
Make the Most of Marketo's Current Features: Interactive Webinars, Dynamic Chat, and the New Email Designer
A presenter urged Marketo users to take full advantage of features already available that are often underutilized. Particular emphasis was placed on Interactive Webinars, with a recommendation to launch pilot projects to explore their capabilities, as ongoing improvements in this area are expected.
Implementing Dynamic Chat was also strongly encouraged — a tool considered a top priority for Marketo's future development and one that is receiving significant investment. Finally, the New Email Designer was highlighted for its shared functionality with Adobe Journey Optimizer (AJO), Adobe's other campaign execution platform, with assurances that the tool is robust and ready for active use. The central message was clear: capitalize on existing tools before looking ahead to upcoming releases.
"If you're not using Interactive Webinars yet, seriously — run a small pilot, give it a try. It's there and it's ready to go."
Also mentioned in this video
- Marketo news announced as a major highlight (9:33)
- Margarita Calderón explains Adobe CX Enterprise architecture (10:06)
- Margarita Calderón highlights AI agents launch for teams (12:52)
- Margarita Calderón notes Marketo improvements go beyond single focus (26:35)
- Margarita Calderón highlights Marketo's built-in AI features (27:50)
Summarised from Adobe Marketo Engage User Groups · 42:26. All credit belongs to the original creators. Marketo Ops Radar summarises publicly available video content.