In this episode of The Digital Marketing Podcast, Daniel Rowles and Ciaran Rogers explore one of the most transformative shifts in digital marketing: the arrival of ChatGPT Agent and the rise of agent-based AI.
No longer just about generating content, AI is now taking action on our behalf, logging into websites, filling out forms, analysing data, creating content, and even posting to platforms like LinkedIn. It’s here now, and it’s changing how marketing teams work from the ground up.
Daniel shares his firsthand experiments with ChatGPT Agent, from connecting it to Canva to create and publish carousel posts, to testing its ability to analyse his entire LinkedIn history and recommend strategies for future content. While the possibilities are jaw-dropping, the hosts also explore the risks, security concerns, talent pipeline challenges, and the long-term implications for marketing roles.
In this episode, you’ll learn:
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What agent-based AI really is and why it’s different from traditional AI chat tools
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How ChatGPT Agent combines deep research, web browsing, and autonomous task execution
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Real-world test cases, from generating content to posting directly on LinkedIn
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Why prompt quality and structure are more important than ever
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The security and compliance risks of connecting agents to business systems
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How agent-driven automation could replace many junior marketing tasks
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Why agility and learning culture are now critical for businesses to survive disruption
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The ethical and strategic questions marketers need to face around job design and human oversight
The discussion goes beyond technology to look at the human side of digital marketing. Daniel and Ciaran debate the future of junior roles, how companies can avoid gutting their talent pipelines, and why brands that lean into humanity, creativity, and trust may stand out in an AI-driven landscape.
ChatGPT Agent Episode Mindmap
Key Takeaways:
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ChatGPT Agent is a genuine step change, going from AI that suggests, to AI that does.
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Marketing teams can gain huge efficiency, but must double-check outputs and guard against overreliance.
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Security is now a critical concern, as agents gain access to business-critical systems.
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Junior marketing roles are at risk, companies must balance efficiency with long-term talent growth.
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Building an agile learning culture is the best defence against AI disruption.
Useful Links:
ChatGPT Agent functionality: https://openai.com/index/introducing-chatgpt-agent/
Drop in recruitment for junior roles: https://www.hrmagazine.co.uk/content/news/entry-level-jobs-down-since-chatgpt-launch-research-shows/
Carbon footprint of digital activities: https://nationalcentreforai.jiscinvolve.org/wp/2025/05/02/artificial-intelligence-and-the-environment-putting-the-numbers-into-perspective/