As enterprise marketers race to operationalize artificial intelligence beyond basic automation, Netcore Cloud is positioning itself at the center of what it calls the next phase of digital marketing infrastructure: Agentic Marketing. At its Agentic Marketing 2025 summit in Mumbai, the company outlined a long-term AI strategy that moves marketing systems from rule-based execution toward autonomous decision-making engines capable of optimizing customer engagement in real time.

The marketing technology industry has spent the past decade refining automation. Email journeys became more sophisticated, customer data platforms improved targeting precision, and AI-powered analytics helped teams predict outcomes with greater accuracy. Yet much of the enterprise marketing stack still relies heavily on human configuration, static workflows, and manual campaign optimization.

Netcore Cloud believes that model is reaching its limit.

At the company’s Agentic Marketing 2025 summit held at Taj Lands End in Mumbai, executives presented a vision for what they describe as “Agentic Marketing” — an operational framework where AI agents independently analyze signals, make decisions, execute campaigns, and optimize business outcomes continuously.

The event, organized alongside Google Cloud and ETBrandEquity, reflects a broader shift occurring across the MarTech ecosystem as vendors attempt to evolve from automation providers into autonomous intelligence platforms.

The concept arrives at a time when enterprise marketing teams face mounting pressure to improve efficiency while managing increasingly fragmented customer journeys across email, mobile apps, commerce channels, paid media, and conversational interfaces.

According to industry estimates cited by Netcore, nearly 70% of digital marketing budgets are spent reacquiring existing or churned customers. That inefficiency has become a growing concern for brands operating large-scale retention programs, especially as acquisition costs continue rising across platforms owned by Google, Amazon, and social advertising ecosystems.

Netcore’s argument is that traditional marketing automation systems were designed to execute instructions, not independently pursue business goals.

“Marketing is moving from execution systems to decision systems,” the company said during the summit keynote. The distinction is important because it reframes AI from a support capability into an operational layer capable of acting autonomously.

The foundation for that strategy dates back to 2018, when Netcore launched Raman AI’s Send Time Optimization engine. The system used behavioral data to determine the ideal engagement time for individual users rather than relying on broad audience segmentation. According to the company, brands including FBB and several Southeast Asian travel platforms reported email open-rate improvements between 36% and 39%.

Over time, the platform expanded into predictive audience segmentation, channel preference modeling, churn forecasting, and personalized subject-line optimization. Those capabilities now form the intelligence backbone of Netcore’s broader agentic framework.

The company accelerated its ambitions further in 2023 after acquiring a majority stake in Unbxd, a California-based AI-powered product discovery platform. The acquisition extended Netcore’s capabilities beyond engagement automation into on-site commerce experiences, giving the company visibility across the full digital customer lifecycle.

That move mirrors a larger trend across the enterprise software market, where vendors are consolidating engagement, commerce intelligence, analytics, and customer data infrastructure into unified AI-driven ecosystems. Competitors including Salesforce, Adobe, and Microsoft have also accelerated investments in generative AI copilots, predictive analytics, and autonomous workflow orchestration over the past two years.

What differentiates Netcore’s approach is its emphasis on multi-agent collaboration.

The company’s platform includes specialized AI agents designed for distinct operational functions. An Insight Agent identifies performance anomalies and root causes. An Audience Agent dynamically refreshes micro-segments based on live behavioral signals. Scheduler Agents optimize timing and communication channels at the individual level, while Content Agents generate personalized campaign assets automatically.

The platform also includes a Decisioning Agent that determines next-best actions in real time and a Shopping Agent focused on conversational commerce experiences.

These systems are orchestrated through Co-Marketer, Netcore’s centralized intelligence layer designed to align AI-driven actions with broader business objectives and governance controls.

The practical implication for enterprise marketing teams is significant. Rather than manually building campaign flows inside traditional marketing automation platforms, teams increasingly supervise AI systems that independently adapt journeys based on evolving customer behavior.

That operational shift could reshape how enterprise marketing departments are structured over the next several years.

Research from Gartner has projected that generative AI will influence the majority of customer engagement workflows by the end of the decade, while McKinsey & Company estimates AI-enabled personalization can increase marketing ROI by up to 20% in certain sectors.

Netcore claims its own deployments are already producing measurable business results. Early enterprise users reportedly achieved campaign deployment speeds up to 25 times faster, segmentation improvements reaching 50 times deeper granularity, and conversion gains of up to 10 times in select scenarios.

Brands including Crocs India, Shriram Finance, Camper, Navia Markets, and New York & Company are among the companies using the platform, according to Netcore.

The broader significance of the announcement extends beyond a single product launch. Agentic systems represent a growing category across enterprise software, where AI is evolving from reactive assistance toward autonomous orchestration.

For marketing leaders, that creates both opportunity and risk.

Organizations adopting agentic systems may reduce operational bottlenecks, improve personalization accuracy, and respond faster to behavioral changes. At the same time, enterprises will face new governance challenges around transparency, AI accountability, and decision oversight.

The next competitive divide in MarTech may no longer be about who offers the most automation features. It may instead center on which platforms can independently optimize outcomes at enterprise scale while maintaining trust, compliance, and measurable performance.

Netcore is betting that transition has already begun.

Market Landscape

The rise of agentic AI reflects a broader transformation across the MarTech and enterprise SaaS landscape. Vendors traditionally focused on campaign automation are now evolving toward autonomous systems capable of real-time orchestration, predictive decisioning, and cross-channel optimization.

Large enterprise ecosystems including Adobe Experience Cloud, Salesforce Marketing Cloud, and Microsoft Dynamics 365 are increasingly embedding generative AI into customer engagement infrastructure. Meanwhile, AI-native vendors are attempting to redefine the category around autonomous execution rather than assisted workflows.

The market opportunity is substantial. IDC estimates global AI software spending will surpass hundreds of billions of dollars by the end of the decade, with marketing, customer experience, and commerce personalization representing major investment areas. As enterprise brands pursue unified customer journeys, platforms capable of combining customer data, predictive analytics, and AI-driven orchestration are likely to gain strategic importance.

Top Insights

• Netcore formally introduced its Agentic Marketing vision, positioning AI agents as autonomous decision-making systems for enterprise customer engagement, personalization, and real-time campaign optimization.
• The company’s AI strategy builds on seven years of Raman AI development, including predictive segmentation, send-time optimization, churn forecasting, and behavioral intelligence capabilities.
• Netcore’s acquisition of Unbxd expanded its platform into AI-powered commerce discovery, helping unify engagement, conversion, and retention across digital customer journeys.
• Enterprise brands using the platform reportedly achieved faster campaign deployment, deeper audience segmentation, improved ROAS, and stronger engagement through AI-driven orchestration.
• The announcement highlights a wider MarTech shift as vendors compete to move beyond automation into autonomous AI systems capable of managing marketing outcomes independently.

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