By Francesco Federico

The Agentic CMO

The definitive guide to leading marketing in the age of AI agents

Second Edition — June 2026

We'll email you when pre-orders open. No spam.

Built Inside a Fortune 500

Every framework tested in a global marketing operation — where budgets are real, timelines compress, and boards ask where the return is.

27 Ready-to-Deploy Prompts

Copy them into any AI tool and get working deliverables in minutes — board memos, governance charters, talent strategies, campaign briefs.

The Bounded Autonomy Model

The operating model for deploying AI agents alongside human teams — with the governance to let them run and the guardrails to keep them honest.

Second Edition — June 2026

Fully revised for the agent protocol era — MCP, A2A, and ACP. Eighteen chapters. The field moved; so did the book.

What's Inside

Part I: The Agentic Imperative

  1. 1. Understanding Agentic AI
  2. 2. The Evolving CMO Mandate
  3. 3. Building the Business Case

Part II: Building the Foundation

  1. 4. Architecture of Human-AI Collaboration
  2. 5. Creating an AI-First Marketing Culture
  3. 6. Talent Strategy for the Agentic Era
  4. 7. The Pilot-to-Scale Journey
  5. 8. Governance for Autonomous Marketing

Part III: Execution & Scale

  1. 9. Regulatory Compliance & Board Governance
  2. 9b. The Agentic Technology Stack
  3. 10. Measuring What Matters
  4. 11. Ethical AI Leadership
  5. 12. Customer Experience Revolution
  6. 13. Competitive Strategy in the Agentic Age

Part IV: The Frontier

  1. 14. Preparing for What's Next
  2. 15a. GEO: Generative Engine Optimisation
  3. 15b. M2M Marketing Readiness
  4. 16. Orchestrating Hybrid Intelligence Teams
  5. 17. Industry Applications
  6. 18. The CMO in the Agentic Era
  7. 19. Your 90-Day Agentic Transformation Plan

Appendices

  1. A. Career Pathways in the Agentic Era
  2. B. Protocol & Framework Reference
Interactive

27 Activate This Prompts

Each chapter includes a carefully engineered AI prompt. Copy it into Claude, ChatGPT, or the AI tool of your choice — answer a few questions about your context — and receive a custom deliverable: a board memorandum, a governance charter, a talent strategy, a competitive analysis. Tailored to your organisation, your sector, your constraints.

Browse All Prompts

The author has led marketing at

S&P Global JLL Acer Vodafone

Francesco Federico is Global CMO at S&P Global and author of Chronicles of Change, a weekly newsletter on agentic AI for C-suite leaders.

More about Francesco →

For weekly commentary on AI and digital transformation

Chronicles of Change

A weekly newsletter for C-suite leaders navigating the agentic era.

102+ issues. Read by marketing and technology leaders worldwide.

Read Chronicles of Change