If marketers want to make the most of AI, they need to provide brand context. Tuesday, September 15th, 2026 - 1:00 am A word like "date" can have a number of meanings - a romantic night out; a sweet, chewy fruit; a specific day of the year. Without background and context, there's no way to know what a word means. And context is an equally crucial part of engaging with AI tools and training them to run smoothly. If marketers' tools aren't trained with an understanding of previous performance and strategy, they won't get very far in optimizing for future outcomes. In order to fully "unlock" the benefits of AI, it needs to be trained on the context of a particular brand and the knowledge held by each individual member of the marketing team, according to Sandeep Menon, CEO and co-founder of marketing orchestration platform Auxia. Auxia was developed to solve for that "context and intelligence layer" that AI needs to thrive, he said. You got a problem? Auxia set out to address three key marketing challenges. The first, said Menon, is that marketing is "inherently tribal," meaning that every company has its own internal approach that can't easily be transferred across brands or industries. Life-cycle marketing at Google, for instance, looks nothing like Uber's strategy, he said. Another issue - one that many companies are aiming to solve, particularly with the rise of the MCP - is the breadth of different tools marketers work with across platforms. "They all do wonderful things, Menon said, "but they don't talk to each other." No individual employee has the context of each tool and task, either, so connecting the entire campaign workflow is another goal of Auxia's. And the third challenge is that marketing is a "multiplayer" experience, so any AI tool built for the industry needs to be accessible across teams. One-stop shop. Auxia believes it's on its way to solving these challenges with its end-to-end agentic marketing platform, which includes two products: Auxia Decisioning (a cross-channel tool that builds a unique profile for each customer to determine what ads they're likely to respond to) and Auxia Agent Studio (its newer offering, launched in August, composed of a variety of agents that can measure campaign performance and execute changes). Marketers aren't satisfied with a tool that stops at the analysis step, said Menon, because then they're left asking, "What do I do next?" Auxia connects to a client's repository of existing content and data from external platforms like Figma and Salesforce. Connecting into these platforms enables Auxia's agents to suggest next steps, like which assets might perform better for which audiences or what creative needs to be refreshed. The agents are trained on a company's own first- and third-party data and no company's data is used to inform another's decisioning. This approach addresses the tribalism concern off the bat, Menon said, and means brand context is fully accounted for and data privacy is upheld. If an employee switches to another team or leaves the company, their knowledge has already been built into the agent suite, so there isn't a gap in the workflow, Menon added. The agent studio, which includes specialized agents with roles ranging from real-time campaign optimization to bid tracking, also unifies a marketer's toolkit in one place. Rather than having to keep track of dozens of different agents or tools and determine which one is the best for a given task, the agent studio serves as a central "control plane," said Menon, which then determines which sub-agent is best suited for a task. Auxia's agents test and analyze performance on the user level, including their past behavior and engagement. Most of Auxia's optimization is on its clients' owned and operated channels (rather than large, third-party ad platforms like Google or Meta), so Auxia has a wealth of first-party data directly from clients. Access to this real-time, first-party data allows Auxia to match the right ads to the right users. For instance, Auxia can target readers of a publisher client with ads related to the articles they've recently read. But it can also track other site behavior, like if the reader came onto the site via another ad, and use that to determine what sort of content resonates with them. AI-ndustrial revolution? Still, the industry is early along in the AI journey. Menon compared it to the rise of electricity in the late 19th and early 20th centuries: When electric motors were introduced into factories, he said, they initially just replaced steam engines with the new motors, rather than actually reformatting the factory structure. When new technology emerges, productivity won't get truly better until the process itself has changed, he said, rather than just making a one-to-one swap of old tech for new. But right now, he said, "a lot of what we're trying to do is drive that transformation." For Auxia, that "transformation" means partnering with CMOs and helping them change the way their teams are structured, said Menon. The humans should be focused on strategic decisions, whereas the machines should be doing more manual, repetitive work. Making the most of AI is "not a technology problem," he added. "It's an organizational problem." Tagged in:

Auxia crossed 200B+ decisions and unveils Agent Studio. Search. Command center where AI agents draw on your full business context to execute and coordinate marketing work faster and with higher quality Auxia, the agentic marketing platform, today announced the launch of Auxia Agent Studio, a product where marketers engage AI agents to plan, build, and launch campaigns across a team's existing stack. Agent Studio gives marketing teams a shared foundation of business context, delegates manual execution to AI agents, and lets them coordinate work across the organization, turning every marketer into an AI-powered team. Auxia Agent Studio functions as a control plane for marketing teams, allowing them to replace manual builds, eliminate back-and-forth reviews, and chase down approvals with agents that handle campaign creation, analysis, and coordination. This allows campaigns to launch in days, not weeks. Auxia Agent Studio integrates directly with the ESPs, CDPs, and other systems already in a team's stack, and is designed to work hand-in-hand with Auxia Decisioning. The launch comes as Auxia crosses another major milestone: more than 200 billion autonomous personalization decisions delivered, doubling its cumulative decision volume just months after announcing it had surpassed 100 billion decisions in March. The rapid acceleration reflects growing enterprise adoption of Auxia Decisioning, its flagship decisioning and orchestration engine. Agent Studio marks Auxia's expansion from AI-powered decisioning into a broader agentic marketing platform, bringing together agents that help marketers execute their work with an engine that continuously decides and personalizes the best experience for every customer. A Function Hampered By Manual Execution Across every knowledge-intensive industry, from coding to legal to customer support, agents are taking over the execution and reporting layer of technology: the manual, repetitive, coordination-heavy work that used to consume most of a skilled professional's week. For all the technology that's been layered onto the marketing function over the past two decades (e.g. CDPs, ESPs, DXPs, etc.), the day-to-day reality for most lifecycle marketing teams hasn't fundamentally changed: * Fragmented data and context across an organization: Critical business and institutional knowledge is trapped in people's heads or scattered across disconnected tools, documents, and meeting recordings. * Manual workflows slow campaigns to a crawl: Launching a campaign still requires manually building audiences, configuring journeys, and QA'ing every step, turning a simple campaign into weeks or months of execution. * A coordination tax for stakeholder-heavy work: Marketing initiatives require constant coordination across legal, product, analytics, and leadership, leaving marketers spending more time chasing approvals than driving strategy. "Lifecycle marketers aren't blocked by talent or ideas. They're blocked by execution. Half of their week goes to building campaigns by hand and chasing approvals across five different teams," said Sandeep Menon, Co-founder and CEO of Auxia. "Agent Studio is the command center we always wanted to build: it holds the context, does the work, and coordinates the people so marketers spend their time on strategy and creative judgment, not configuration." Capabilities to Empower the 10x Marketer Marketing teams' biggest limitation is not their people or data, but that their tools were built to execute tasks, not accomplish outcomes. Agent Studio is instead built for intelligence, offering three core capabilities that work together: * A marketing context graph that sharpens every output: A shared organizational graph that every agent draws on and that contains your brand voice, previous campaign performance, and other important context. * Agentic workflows that execute end-to-end: Marketers describe what they want in natural language, and AI agents plan, build, execute and optimize campaigns across all their existing tools, once or scheduled. * A collaborative workspace for marketers and AI agents: Helps agents collect feedback, reconcile conflicting requests, summarize proposed changes, and route approvals across legal, brand, creative, analytics, and operations. Organizations can deploy Auxia Agent Studio on its own, but it also works as a unified platform with Auxia Decisioning. Agent Studio provides marketers with a single workspace to plan, execute, measure, and optimize campaigns, while Auxia Decisioning personalizes and orchestrates every customer interaction in real-time, selecting the right content, channel, incentive, and message across every customer touchpoint (e.g. email, app, web, etc).