Sequel launches AI agents for webinar and video marketing. Sequel Agents help marketing teams plan programs, create content, understand their audience and act on engagement, so the value of each webinar extends well past the live broadcast. Sequel, which turns webinars and video into a go-to-market engine, has announced the general availability of Sequel Agents, AI agents for webinar and video marketing powered by first-party audience context. Sequel Agents help marketing teams plan programs, create content, understand their audience and act on engagement, so the value of each webinar extends well past the live broadcast. Webinars remain one of the most trusted channels in B2B marketing, but running them takes a heavy toll on the teams behind them. In TwentyThree's State of Webinars 2026 report, 39% of marketing teams said they spend 10 or more hours preparing, running and distributing each webinar, and execution time was the most-cited webinar challenge. Much of that time goes to setup, editing and data work, and it comes at the expense of the speakers, ideas and follow-up that make a program succeed. That context is what sets Sequel Agents apart. Most webinar platforms only let you see what happens inside the event. Sequel runs webinars and virtual events natively on a company's own website, so it connects what each person does across the site, including the pages they read and the content they return to, with what they watch, ask and click during a session. It's a true audience management platform. Sequel Agents work from that combined first-party view and act on it where the buyer already is: publishing recaps to the customer's own pages, adapting the website experience, and drafting follow-up based on what each person actually cared about. Customers can start with three types of agents, or build their own custom agent: * Build plans and prepares the program. It recommends series, topics and timing from a team's own results, sets up events from a series template, and checks registration, emails, landing pages and CRM sync before every event. * Scale turns each session into content. It drafts clips, a blog, speaker LinkedIn posts and a newsletter blurb, and publishes recaps to the event's landing page on the customer's own domain, supporting SEO and AEO strategies. * Convert turns engagement into the next step. It drafts personal follow-up for each attendee and no-show, briefs account owners on what each attendee did and asked, makes sure every registrant reaches the CRM, and reports monthly on program performance. * Custom Agents provide marketing teams with endless options for putting AI and Sequel's Audience Intelligence to work. Describe the job in plain language, and the agent works from the events, transcripts and engagement data in your account. Build it inside Sequel, or connect via the MCP server to apply your own brand and messaging context. Build, Scale and Convert are starting points. Customers can build custom agents around their own workflows inside Sequel, or use Sequel's MCP server to bring Sequel's data and actions into Claude and other AI tools they already use, alongside their own brand, persona and messaging context. Every agent workflow ends with a person. Agents can read and draft on their own, but they cannot send email, invite people, change events or push leads to a CRM until someone on the customer's team approves. "Context is everything," said Oana Manolache, Co-Founder and CEO of Sequel. "An agent without the right context is useless, and data without the right action never drives business impact. Sequel is the only platform that does both." "We spent years building the first-party foundation that connects website and video engagement, so our agents can see what a buyer does on your site and in your webinars, and act on it right there." "Build, Scale and Convert give marketers a place to start, and they can build their own agents inside Sequel or through our MCP server. They know their business and how their team works, and I want them to be able to build around that." Sophia Bennett is a news curator at Martechvibe, covering global developments across marketing technology, digital transformation, AI, data, and customer experience trends. View More

Sequel launches Agentic Engagement Cloud to move the webinar category beyond the webinar. 10:01 am, PT, August 26, 2026 Website-native architecture unifies video engagement with first-party web behavior, giving AI agents the context to build programs, create content, personalize experiences and turn engagement into pipeline SAN FRANCISCO-(BUSINESS WIRE)-August 26, 2026- The webinar category was built to run webinars. Sequel.io believes its next chapter will be defined by what happens because of them. Today at Human Moments: Agentic Momentum, Sequel announced the Sequel Agentic Engagement Cloud, a new platform layer that brings together first-party audience intelligence, AI agents, personalization and experience creation to turn the engagement created by webinars and video into action across go-to-market. The launch represents a broader shift in Sequel's ambition: from helping marketers run exceptional webinars to building the system that makes those human moments more valuable across the entire buyer relationship. As the event technology market consolidates around broader suites, Sequel is taking a different path. Instead of organizing technology around the event itself, Sequel is building around the people who engage with it - and the context surrounding that engagement. That difference starts with the website. Unlike traditional webinar experiences that send audiences to a separate destination, Sequel runs live and on-demand video directly on the customer's website. That means what happens inside a webinar can be understood alongside the first-party digital relationship already happening around it: what someone explored before registering, what they watched, the questions they asked, the polls they answered, the calls to action they clicked and what they did on the website afterward. Individually, those are signals. Together, they create context. And in an AI-driven world, context is the advantage. "Everyone is adding AI to webinar software. But an agent can only reason over what it knows," said Oana Manolache, co-founder and CEO of Sequel. "If your system only knows what happened inside the webinar, AI can make that webinar workflow faster. Sequel has a fundamentally different foundation. Because the experience happens on the customer's website, we can connect human engagement with the broader first-party relationship around it. That gives agents the context to help marketers decide what to create, who to prioritize, what to personalize and what should happen next." From webinar software to an agentic engagement system For years, webinar technology has been optimized around a familiar workflow: create the event, register the audience, go live, measure attendance and send the recording. Sequel believes running the webinar is now table stakes. When a buyer spends 30 or 45 minutes with a company, they create something much more valuable than an attendance record. They reveal what holds their attention. They ask questions. They respond to ideas. They consume content. They signal what they care about. The Sequel Agentic Engagement Cloud is designed to carry that understanding beyond the event. At its center are Sequel Agents, agentic workflows designed specifically for webinar programs. There are an endless number of agents you can build inside of Sequel, but all Sequel customers can get started with three built-in agents - Build, Scale and Convert - available out of the box. Build helps marketers move from strategy to execution by planning programs, creating events and experiences, connecting the required components and checking readiness before an event goes live. Scale extends the value of the human conversation by transforming webinar content into additional assets that can fuel campaigns and channels long after the live session ends. Convert uses engagement and audience context to identify the people and accounts showing meaningful interest, explain why they matter and help move the right audiences toward the next action. Instead of treating every webinar as a new operational project, marketers can increasingly set the strategy while agents take on more of the repetitive execution surrounding it. Sequel customers will also be able to extend that model through custom agents for their own workflows, while the Sequel MCP Server makes Sequel context and supported capabilities available inside external AI environments. The advantage is not simply better AI. It is what the AI knows. Agentic software is becoming easier to build. High-quality context is not. The Agentic Engagement Cloud is grounded in Sequel's proprietary Audience Insights, the same unified first-party data foundation Sequel has built by bringing webinars onto the customer's own website. Sequel Intelligence turns that behavioral context into buyer- and account-level intelligence, including engagement scoring, AI-generated summaries and recommended next steps. That intelligence can flow into the customer's CRM so Marketing and Sales can act on Sequel context inside the systems where they already work. That foundation also powers Sequel's expanding Personalization capabilities, which use webinar engagement, website behavior, CRM context and audience intelligence to make owned digital experiences more relevant over time. Rather than showing every visitor the same resources and calls to action, Sequel is building toward experiences that adapt based on the relationship a buyer has already demonstrated with the brand. Human moments create the signal. Agents create the momentum. Sequel's agentic strategy is grounded in a different view of AI's role in marketing. As AI makes it easier to generate emails, articles, campaigns and other forms of execution, Sequel believes genuine expertise, conversation, judgment and trust become more valuable - not less. Webinars and video are where many of those human moments happen. "The future of GTM is more human than you think," said Manolache. "The goal of agents should not be to automate people out of marketing. People should have the idea, teach something worth learning, ask the better question and build the relationship. Technology should do far more with everything those moments create." That philosophy is reflected in the Sequel model: Video creates connection. Engagement creates intelligence. Agents create leverage. Sequel connects all three. Turning intelligence into experiences The Agentic Engagement Cloud also expands how marketers turn intelligence into the buyer experience itself. With Experience Builder, teams can create webinar and event experiences on their websites using modular components for speakers, agendas, supporting content, calls to action and video. Brand Kit helps those experiences remain consistent with the company's visual identity. Over time, those experience-building capabilities become another surface for agentic execution: marketers set the direction, while agents increasingly help create, manage and adapt the experiences around each program. The result is a closed loop that traditional event technology was not designed to create: human engagement produces first-party understanding; understanding informs the next experience; and each new interaction makes the system more useful. Sequel Marketplace carries context across the GTM stack Sequel also announced the expansion of Sequel Marketplace, connecting webinar engagement, buyer intelligence, content and AI outputs with the systems Marketing, Sales, Web and Operations teams already use. The Marketplace builds on Sequel's existing CRM, marketing automation, CMS, API and webhook infrastructure and organizes an expanding ecosystem across CRM, CMS, Data, Media and Custom categories. The objective is not simply to add more integrations. It's to make Sequel's first-party context portable. A buyer signal captured in a webinar should not remain trapped in the webinar platform. It should be able to enrich a CRM record, inform segmentation, activate a workflow, shape a website experience or give another AI system better context. "The next generation of GTM technology will not win because it contains the most tools," said Manolache. "It will win because it understands enough to make those tools work together intelligently. Marketplace makes sure the context Sequel creates can travel wherever our customers need to act on it." The webinar market is at an inflection point. Reliable video delivery is expected, AI features are becoming commonplace, and consolidation is creating increasingly broad event-management suites. Sequel believes the next meaningful divide will be architectural. An event-centric system can become better at operating an event, whereas a system built around the audience relationship can use every event to build greater understanding of the people engaging with a brand - and use that understanding across everything that comes next. That is the direction behind the Agentic Engagement Cloud. Sequel is not leaving webinars behind. It is asking more of them. One conversation can become a library of content. One question can change how an account is prioritized. One interaction can make the next experience more relevant. What an audience consistently engages with can influence the next program. And agents can increasingly take what the system understands and turn it into action. The webinar isn't obsolete. The idea that webinar software should stop at the webinar is. About Sequel Sequel helps B2B marketing teams run live and on-demand video directly on their own websites, connect video engagement with first-party website behavior, and use that context to create better content, more relevant experiences and more opportunities for growth. By connecting human video, first-party audience context and AI agents, Sequel helps marketers turn webinars and video into a go-to-market engine. The future of GTM is more human than you think. Media Contact