ChatGPT agents might not be brand new anymore, but they’re becoming harder to ignore. As AI tools start to take on more of the doing, not just the thinking, marketers are beginning to rethink how work gets done.

Let’s break down what that means and how you might start using it in your day-to-day work.

What Is This “Agentic Process” Anyway?

You’re probably used to asking ChatGPT to write a caption, brainstorm ideas, or help reword an email. That’s still there but now, ChatGPT can take on larger, more complex tasks, without needing constant back-and-forth.

This is possible because of something OpenAI is calling “agents” custom AI setups that can reason, plan, and take actions. Agents can use tools like:

  • Web browsing
  • Code execution (for analysing data, for example)
  • File uploads (so it can read and use your documents)
  • And soon, memory, so it can remember key context from past chats

Think of it this way: instead of asking ChatGPT “Can you write a blog post?”, now you can say, “Plan and draft a full product launch campaign, including blog posts, social content, and emails.” And it will actually do it, step-by-step.

What This Means for Marketers

You don’t need to reinvent your entire workflow to start using this. But this update does unlock some helpful new use cases. Here are a few examples that are already proving useful for many marketers:

  1. Campaign Planning Made Simpler

Give ChatGPT a goal or brief, and it can map out a full campaign structure from timelines to content formats to messaging pillars. You can tweak as needed, but it gives you a strong first draft in minutes.

Try asking:

“Help me plan a 4-week email and social campaign for our upcoming webinar. Include a rough timeline and suggested messaging.”

  1. Repurposing Content Across Channels

This is a big time-saver. Write a blog post once, and then ask ChatGPT to turn it into LinkedIn posts, Instagram captions, an email blurb, or even a short video script.

Try asking:

“Here’s a blog post. Can you turn this into a Twitter thread and a 90-second YouTube Shorts script?”

  1. Market Research, Without the Rabbit Holes

With browsing turned on, ChatGPT can now do real-time research. That means competitor analysis, summarising industry trends, or finding fresh inspiration without 20 open tabs.

Try asking:

“Find me 3 direct competitors for [your product]. What do they focus on in their messaging, and what channels are they using?”

  1. Making Use of That Messy Spreadsheet

Upload a CSV, Excel sheet, or PDF and ChatGPT can actually read it, analyse it, and give you summaries, recommendations, or even charts. Great for making sense of feedback, campaign results, or survey data.

Try asking:

“Here’s our latest customer survey. What are the top 3 recurring complaints, and what should we improve?”

  1. A/B Testing Ideas Without Overthinking It

Need 5 versions of a subject line, a CTA, or an ad headline? Let ChatGPT generate options with different angles: urgency, curiosity, benefits, social proof, and so on.

Try asking:

“Write 5 subject lines for a newsletter about our new AI-powered feature. Give me a mix of styles.”

How to Start Using This

You don’t need to be technical or build anything complicated to get started. Here’s what to do:

Use GPT-4 in ChatGPT

You’ll need the ChatGPT Plus plan to use GPT-4, and it automatically includes tools like browsing, file upload, and code analysis. These are what make the “agentic” stuff possible.

Think in Tasks, Not Just Prompts

Instead of asking for a single answer, try giving ChatGPT a goal. Something like: “Plan and draft a launch email series for our upcoming feature drop. Make each email focus on a different benefit.”

You’ll start to see it break things down, reason through steps and offer structure.

Try a Custom GPT (Optional, But Powerful)

If you want to go further, you can build your own “mini-agent” inside ChatGPT. Think:

You can give it custom instructions and it’ll remember how you like to work.

If you’re a marketer, you don’t need to learn a new tool or overhaul your workflow. The agentic process just makes ChatGPT more useful for real-world, multi-step marketing tasks.

AI isn’t here to replace experience or expertise it’s a tool, like any other. Just as we learned to use spreadsheets, email platforms, or analytics dashboards, learning how to work with AI is part of adapting to where marketing is headed. 

What’s powerful about tools like ChatGPT is how they remove the repetitive, manual parts of the job, giving you more time to focus on strategy, creativity, and decision-making. Instead of spending 45 minutes staring at a blank page, you can spend 5 minutes shaping a strong first draft, generated with your guidance. The value still comes from you, your judgment, your ideas, your knowledge of your audience. AI just helps you get there faster. Try it for your next campaign, post, or analysis task and see where it takes you.

If you found this blog useful, you’ll love our OxPE AI Exchange webinar series, that break down the latest AI developments into practical takeaways you can actually use. Each session is designed to help you understand the tools, trends and tactics shaping the future of work.