Why AI-powered marketing is the new secret weapon for customer trust

As agentic AI reshapes customer engagement, brands face two intertwined questions.

Do customers trust AI? And are marketing teams prepared to deploy it in ways that earn that trust?

In an era where marketing is increasingly automated and hyper-personalized, trust is no longer a soft metric - it’s the defining measure that must guide how AI is deployed, governed, and evolved.

Chief Marketing Officer of NiCE.

Agentic AI represents a shift from tools that assist marketers to systems that act on their behalf, anticipating needs, making decisions, and continuously optimizing customer journeys in real time.

With two-thirds of brands expected to deploy these capabilities by 2028, the opportunity for more seamless, one-to-one engagement is clear. But the gap between AI capability and AI adoption inside marketing teams is widening, and in most cases, it’s a capability gap rather than a technology constraint.

However, increased autonomy also raises concerns. Customers are...

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