Channel marketing is at a crossroads. Opportunity has never been greater, but neither has the complexity. Marketers are creating more content than ever, across more platforms, for more partners who all want to grow. Yet even with powerful tools at their fingertips, too much of that effort stalls before it reaches the field. Campaigns sit unpublished, assets go unused, and partners, busy running their businesses, struggle to find what they need when they need it. It’s not a lack of will or skill. It’s a signal that the systems built to support partners haven’t kept up with how they actually work. That’s where the next era begins – where generative and agentic AI come together to bridge the gap between engagement and execution, finally. That’s the real opportunity in front of us. Not just smarter tools but more responsive systems. Globally, 62 percent of companies surveyed expect ROI of more than 100 percent from agentic AI, with some nearly doubling their investment. And by 2027, fully 86 percent of companies worldwide expect to be up and running with agents, according to findings from PagerDuty. Agentic AI isn’t magic, but it’s close when used with the right intent. When paired with human judgment and clear goals, it becomes a powerful force multiplier. When you have hundreds or thousands of partners, even the best campaign won’t scale if the handoff stalls. Generative AI has made content production faster and easier, but in most organizations, content alone doesn’t move the needle. Teams can produce assets all day, but unless those assets reach the right audience or support the next action, they haven’t done their job. That’s the gap where most systems fall short. CHANNEL MANAGEMENT 42 CHANNELVISION | FALL 2025 How gen AI & agentic AI create a powerful duo to drive channel marketing By Daniel Nissan ENGAGEMENT MEETS EXECUTION
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