The Birth of Agent-Based Marketing… in Louvain-La-Neuve, Belgium. Actito, Qualifio, and Ibexa Combine Their Expertise
AI agents are evolving from support assistants to true team members at the heart of marketing execution. With its new Agentic Marketing Platform, Ibexa connects the entire marketing landscape, integrates AI agents into daily workflows, and manages campaigns from brief to launch.
AI was supposed to lighten the workload for marketing teams. Instead, it has primarily created new forms of complexity on two fronts simultaneously. On the market side, it is reshaping the landscape of discovery and decision-making. The funnel on which teams have built their plans and attribution models increasingly fails to match actual customer journeys. On the corporate side, the tech stack has never been larger. Dozens of tools, purchased one by one to solve individual problems, create an even bigger problem when combined. Each team has been given its own “co-pilot”: very useful within its own four walls, but blind to the rest. None of them shares context with the others.
The result: marketing that’s harder to manage and results that are harder to prove, while teams must justify their impact faster than ever before—with more tools, greater budget pressure, and increased coordination demands.
The Ibexa Agentic Marketing Platform
Ibexa now offers a different way of working: agent-based marketing. To develop its platform, Ibexa brought together the expertise of its two Leuven-based subsidiaries: Actito (marketing automation and customer activation via email, SMS, and automated customer journeys) and Qualifio (interactive campaigns such as quizzes and contests to collect first- and zero-party data).
The idea? A general-purpose AI assistant answers questions; Ibexa agents, meanwhile, work directly within the tools already in place: they retrieve data, write and translate content, publish pages, and fine-tune campaigns. The platform brings these agents together in a single environment and enables them to work across the entire stack, with over 200 connected marketing tools. No need to rebuild anything, and no AI program that takes several quarters to launch before seeing results. It remains open in terms of models: each team connects the LLM that adheres to the AI usage rules defined by its organization. This allows for evolution without relying on a single model.
The marketer oversees the outcome, not every individual step
Each agent operates within the company’s context: brand platform, tone of voice, target audiences, and positioning. As a result, the outputs reflect the team that produced them, not some generic output. And whereas consumer-facing AI is designed to do everything, each agent on the platform is designed for marketing, trained on marketing processes, and governed by the rules the team sets for itself. No one starts from scratch: the company has ready-to-use agents or can create its own and define their limits.
The benefit is immediate. A product landing page goes live in 15 to 30 minutes instead of 2 to 5 days. Localization takes just a few minutes, whereas it used to take several days, including agency turnaround times.
In practice: a marketer asks an agent to launch a campaign in a new market. The agent identifies the right audience, writes and adapts the content for each language and channel, then publishes it online, always within the parameters defined in advance. The marketer oversees the result, not every individual step.
A new role: Agentic Marketer!
This evolution is transforming not only the available technologies but also the very role of marketers. The Agentic Marketer leads a team of agents rather than performing individual tasks. The focus is on setting objectives, quality control, and strategic decisions. Execution is handled by the agents, while the marketer remains responsible for brand identity, relevance, and the final outcome.
“Inbound Marketing has become the gold standard for generating your own leads. We believe that agentic marketing will be the next big thing,” says Bertrand Maugain, CEO, Ibexa. “This platform is here to guide marketers in that direction.”
European, open, and built to inspire trust
The Ibexa Agentic Marketing Platform was developed in Europe, with governance as a founding principle. Marketers determine the framework within which the agents operate and maintain visibility into the tasks that the AI agents perform on their behalf. This applies to a wide range of marketing activities, including content creation, email marketing, recommendations, and gamification campaigns. The agents carry out the tasks, but ultimate responsibility remains in human hands.
“Control and governance must remain in the hands of those doing the work; this is even more true when it comes to data activation and AI,” explains Bertrand Maugain.
Organizations retain complete freedom in choosing their model. Private and European models can also be integrated, while control over the platform, context, and workflows remains in the hands of the client. “For the first time, a marketer can incorporate AI agents into their daily routine and entrust them with a campaign, from concept to launch,” explains Grégory Becue, Chief Product Officer at Ibexa.
Bertrand Maugain adds: “Every marketer deserves the space to focus on the work where human expertise truly makes a difference. This is the evolution we want to support.”
