Marketing technology trends: accessibility audits and agentic AI

The marketing technology landscape is evolving through a focus on accessibility and the integration of AI agents. Accessibility audits for marketing automation platforms evaluate whether tools like form builders, landing page editors, and analytics dashboards are compatible with assistive technologies such as screen readers and keyboards. These audits, often following WCAG 2.2 AA standards, aim to ensure that both marketing professionals and customers can navigate workflows, registrations, and subscriptions without barriers.

Simultaneously, a distinction is emerging between traditional marketing automation and agentic marketing. While marketing automation relies on deterministic, predefined workflows where humans set specific triggers and actions, agentic marketing utilizes AI agents to achieve desired outcomes. In an agentic model, marketers define a goal, and the AI plans, executes, and optimizes the necessary steps, moving beyond the rigid rules of standard automation.