Modern marketing is stuck in slow, coordination‑heavy workflows. Running a single campaign requires weeks of handoffs across data, creative, legal, and channel teams — which makes it nearly impossible to test 500 ideas instead of 5, or react to market moments in real time.
Hightouch’s Agentic Marketing Platform (AMP) breaks that bottleneck. It turns marketing into a system of AI agents running on Google, so teams can move from outcomes to execution in minutes rather than weeks. In this blog, we’ll explain what AMP is and how it uses Google to deliver strategic, effective marketing and advertising campaigns.
What Is the Agentic Marketing Platform?
Hightouch built AMP around a simple idea: every marketer should be a manager of agents, not a coordinator of tickets. Marketers describe the outcomes they want (i.e. “ship a new cross‑sell campaign for our premium card”). AI agents then go to work across the entire marketing workflow–analyzing data, proposing strategies, assembling on‑brand content, building audiences and journeys, and letting marketers launch and measure campaigns across channels. With Hightouch, marketers can launch 10x more campaigns in days instead of weeks.
AMP is organized into two studios tailored to how teams actually work.
Ad Studio helps performance marketers scale and accelerate their paid media programs. It replaces slow, disconnected processes with an end-to-end, AI-powered workflow. Marketers can proactively discover performance insights, turn that information into hundreds of high-quality ads, edit with ease, and export to any platform–all in minutes instead of weeks.
Ad Studio generates strategic advertising campaigns, informed by performance data, competitor insights, and more.
Lifecycle Marketing Studio helps lifecycle and CRM teams launch 10x more personalized campaigns via email, SMS, push, and in-app. Marketers describe the customer moment or outcome they care about, and agents handle the rest. Hightouch analyzes customer behavior over time and past lifecycle performance, identifies which lifecycle moments are worth acting on, and proposes campaigns tied to those moments. From there, it drafts audiences, assembles on-brand content such as HTML emails, and orchestrates campaigns using tools like Salesforce, Adobe, Iterable, and Braze. Each step includes review workflows, allowing marketers to act as creative directors instead of getting stuck in the execution weeds.
Together, these studios enable teams to run more campaigns and experiments with higher personalization and data-backed strategies.
“If I compare the old growth marketer Philip with the new one, I would say I feel like I'm energized with superpowers I didn't have before. It gives us as a team — but also me personally — much more opportunity to go all in on certain campaigns and things we want to run.”
Philip Sonneveldt
Head of Growth at Otrium
Why AMP is different: Complete marketing context on Google
First‑generation marketing AI added helpful tools like subject line generators and audience copilots, but didn’t change the job. When they made content, outputs were often “fine,” but lacked the context needed to be trusted: brand, voice, past performance, and how the business actually works.
AMP is built on a different foundation: A marketing context layer that unifies everything the agents need to do real work. Hightouch operates directly from a customer's Google Cloud instance and runs on the Gemini Enterprise Agent Platform via Vertex. It can utilize any data within Google BigQuery to analyze performance and customer behavior, as well as to build target audiences for campaigns. Hightouch also pulls in channel‑level context from connected marketing tools, and market and competitive context from competitor ads, third‑party market data, and cultural trends. Finally, it pulls in creative and brand context from existing assets, creative systems such as Figma, and user-inputted brand guidelines, including tone of voice and legal constraints.
AMP performs well because it operates on a complete marketing context layer.
This complete context is what solves the quality problem teams see with most marketing AI. Campaign suggestions are strategic, grounded in real performance and customer data from Google. The content for those campaigns is high-quality, created in Gemini, and is informed by existing materials and brand guidelines. And the execution for those campaigns is also right there at the marketers' fingertips, with audiences Hightouch builds in their BigQuery Composable CDP and activates to downstream marketing tools.
How AMP runs on Google
Under the hood, every AMP interaction combines three components:
- The brain: Hightouch's agent harness. This is our proprietary orchestration layer that plans work, manages context, calls tools, and coordinates specialized agents to accomplish marketing jobs. Marketers interact with a simple UI to create and launch new campaigns, and then Hightouch develops a plan to handle those jobs using the following two components.
- The data: The customer's Google Data Cloud tenant. This is the system of record for all customer, product, business, and campaign data. Just like in Hightouch's Composable CDP, all data storage, analysis, and audience aggregations happen in Google BigQuery. Hightouch can also pull third-party data from channel tools (ex, email, advertising) and brand and design tools like Figma.
- The LLMs: Gemini Enterprise Agent Platform. An “inference backend” is the large-language model (LLM) infrastructure that actually hosts models. Customers can configure their own inference providers, including Google Vertex, so that the core agentic loop runs within their secure and governed Google Cloud tenant.
Three components make up the Agentic Marketing Platform. Hightouch’s Agent harness is the brain. Google BigQuery is the home for data and compute. LLMs can run on a customer’s preferred inference provider, including the Gemini Enterprise Agent Platform.
Closing Thoughts
AI is everywhere, and any tool can offer up a generic chat-based interface. What makes the Agentic Marketing Platform so powerful is that it brings together Hightouch’s marketing expertise, each brand’s complete marketing context, and BigQuery data, computational power, and AI workloads on the Gemini Enterprise Agent Platform.
If you’d like to see how AMP can transform your marketing by leveraging the best of your brand context and your investments in Google Cloud, request a demo with our team.
