{"id":32583,"date":"2026-09-18T06:17:43","date_gmt":"2026-09-18T04:17:43","guid":{"rendered":"https:\/\/aivie.ch\/marketing-wants-to-build-legal-hits-the-brakes-how-to-still-use-agentic-ai-with-confidence\/"},"modified":"2026-10-15T16:04:01","modified_gmt":"2026-10-15T14:04:01","slug":"marketing-wants-to-build-legal-hits-the-brakes-how-to-still-use-agentic-ai-with-confidence","status":"publish","type":"post","link":"https:\/\/aivie.ch\/en\/marketing-wants-to-build-legal-hits-the-brakes-how-to-still-use-agentic-ai-with-confidence\/","title":{"rendered":"Marketing wants to build, Legal hits the brakes: How to still use agentic AI with confidence"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Agentic AI is currently taking over marketing \u2013 at least according to the headlines. 91 percent of marketers use AI today, according to a Jasper survey of 1,400 marketers. But less than a third truly let it work: controlling entire processes instead of just writing individual texts. McKinsey estimates that in the future, up to <a href=\"https:\/\/www.mckinsey.com\/capabilities\/growth-marketing-and-sales\/our-insights\/reinventing-marketing-workflows-with-agentic-ai\" target=\"_blank\" rel=\"noopener noreferrer\">two-thirds of today&#8217;s marketing work<\/a> could be handled by agents \u2013 from prospecting to <a href=\"https:\/\/aivie.ch\/en\/recognize-intent-and-learn-from-touchpoints\/\">personalization at individual touchpoints<\/a> to lead qualification.<\/p>\n\n<!--more-->\n\n<nav class=\"wp-block-stackable-table-of-contents stk-block-table-of-contents stk-block stk-12e8139\" data-block-id=\"12e8139\"><p class=\"stk-table-of-contents__title\">Table of Contents<\/p><ul class=\"stk-table-of-contents__table\"><li><a href=\"#undefined\">What &#8220;agentic&#8221; really means<\/a><\/li><li><a href=\"#undefined\">The biggest lever is in reporting<\/a><\/li><li><a href=\"#undefined\">Why campaigns fail due to the data question<\/a><\/li><li><a href=\"#undefined\">Confidence means choice and control<\/a><\/li><li><a href=\"#das-sagen-kund-innen-die-zu-aivie-gewechselt-sind\">What customers who switched to Aivie say<\/a><\/li><li><a href=\"#undefined\">The blind spot: Training on your data<\/a><\/li><li><a href=\"#undefined\">Conclusion: First the data question, then automation<\/a><\/li><\/ul><\/nav>\n\n<p class=\"wp-block-paragraph\">Sounds like a huge lever. And it is. This is precisely where a conflict arises that many teams know: Marketing wants \u2013 or needs \u2013 to build. CTO and Legal say: Be careful with data. Both are right. The real question, therefore, is not whether to use agentic AI, but: Who owns the data when an AI gains access to CRM, contacts, and communication?<\/p>\n\n<h2 class=\"wp-block-heading\">What &#8220;agentic&#8221; really means<\/h2>\n\n<p class=\"wp-block-paragraph\">It&#8217;s worth distinguishing between two stages. At the first stage, AI helps with individual content: You have an idea, you outline the content \u2013 the thought and added value remain human \u2013 and the AI handles the drafting and rephrasing for many channels. This used to be a lot of legwork. Today, AI takes over this routine task.<\/p>\n\n<p class=\"wp-block-paragraph\">At the second stage, it truly becomes agentic: The AI controls an entire process, checks consistency, monitors key figures, and autonomously suggests next steps. A crucial point that many overlook is this: The thinking remains with humans. The AI handles execution, not the idea.<\/p>\n\n<h2 class=\"wp-block-heading\">The biggest lever is in reporting<\/h2>\n\n<p class=\"wp-block-paragraph\">The recurring task that is first worth automating is not &#8220;content&#8221; \u2013 it&#8217;s reporting. Evaluating large amounts of data across many channels quickly becomes complex. This is precisely where AI can continuously monitor numbers and make suggestions. At Aivie, we&#8217;ve built a feature that analyzes emails from recent months, identifies which ones are performing poorly and why, and suggests concrete optimizations \u2013 if desired, the AI implements them directly.<\/p>\n\n<div class=\"wp-block-stackable-video-popup stk-block-video-popup stk-block stk-fdf4501\" data-video=\"https:\/\/youtu.be\/2KHcigfoQWc?si=qo20OIP9U_AjwIhS\" data-block-id=\"fdf4501\"><div class=\"stk-block-video-popup__overlay stk-row stk-inner-blocks stk-block-content stk-hover-parent\" aria-label=\"Play Video\" tabindex=\"0\" role=\"button\">\n<div class=\"wp-block-stackable-icon stk-block-icon has-text-align-center stk-block stk-34ad2ac\" data-block-id=\"34ad2ac\"><style>.stk-34ad2ac .stk--svg-wrapper .stk--inner-svg svg:last-child{height:50px !important;width:50px !important;}.stk-34ad2ac .stk--svg-wrapper .stk--inner-svg svg:last-child, .stk-34ad2ac .stk--svg-wrapper .stk--inner-svg svg:last-child :is(g, path, rect, polygon, ellipse){fill:#fffffe !important;}.stk-34ad2ac .stk--svg-wrapper .stk--inner-svg{background-color:#e63312 !important;border-radius:24% !important;padding:34px !important;border-color:#EFF0F1 !important;border-style:solid !important;border-top-width:1px !important;border-right-width:1px !important;border-bottom-width:1px !important;border-left-width:1px !important;}<\/style><span class=\"stk--svg-wrapper\"><div class=\"stk--inner-svg\"><svg style=\"height:0;width:0\"><defs><lineargradient id=\"linear-gradient-34ad2ac\" x1=\"0\" x2=\"100%\" y1=\"0\" y2=\"0\"><stop offset=\"0%\" style=\"stop-opacity:1;stop-color:var(--linear-gradient-34-ad-2-ac-color-1)\"><\/stop><stop offset=\"100%\" style=\"stop-opacity:1;stop-color:var(--linear-gradient-34-ad-2-ac-color-2)\"><\/stop><\/lineargradient><\/defs><\/svg><svg data-prefix=\"fas\" data-icon=\"play\" class=\"svg-inline--fa fa-play fa-w-14\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewbox=\"0 0 448 512\" aria-hidden=\"true\" width=\"32\" height=\"32\"><path fill=\"currentColor\" d=\"M424.4 214.7L72.4 6.6C43.8-10.3 0 6.1 0 47.9V464c0 37.5 40.7 60.1 72.4 41.3l352-208c31.4-18.5 31.5-64.1 0-82.6z\"><\/path><\/svg><\/div><\/span><\/div>\n\n\n\n<div class=\"wp-block-stackable-image stk-block-image stk-block stk-79f7a23\" data-block-id=\"79f7a23\"><style>.stk-79f7a23 .stk-img-wrapper::after{background-color:#0f0e17 !important;}<\/style><figure><span class=\"stk-img-wrapper stk-image--shape-stretch\"><img loading=\"lazy\" decoding=\"async\" class=\"stk-img wp-image-32578\" src=\"https:\/\/cdn.aivie.ch\/media\/wp\/2026\/09\/18061109\/KW-31-Mautic-2.png\" width=\"1280\" height=\"720\" alt=\"\" title=\"\" srcset=\"https:\/\/cdn.aivie.ch\/media\/wp\/2026\/09\/18061109\/KW-31-Mautic-2.png 1280w, https:\/\/cdn.aivie.ch\/media\/wp\/2026\/09\/18061109\/KW-31-Mautic-2-960x540.png 960w, https:\/\/cdn.aivie.ch\/media\/wp\/2026\/09\/18061109\/KW-31-Mautic-2-768x432.png 768w, https:\/\/cdn.aivie.ch\/media\/wp\/2026\/09\/18061109\/KW-31-Mautic-2-1200x675.png 1200w, https:\/\/cdn.aivie.ch\/media\/wp\/2026\/09\/18061109\/KW-31-Mautic-2-480x270.png 480w\" sizes=\"auto, (max-width: 1280px) 100vw, 1280px\" \/><\/span><\/figure><\/div>\n<\/div><\/div>\n\n<p class=\"wp-block-paragraph\">The honest punchline: This report has been available for years. The problem was never the availability of data, but that it was too rarely genuinely reviewed and then acted upon. An agent closes precisely this gap between insight and action \u2013 not because it&#8217;s smarter, but because it stays on task.<\/p>\n\n<h2 class=\"wp-block-heading\">Why campaigns fail due to the data question<\/h2>\n\n<p class=\"wp-block-paragraph\">In practice, the most exciting campaigns rarely fail due to technology. They are slowed down because sensitive data would enter a black box \u2013 a legitimate concern. Marketing wants to build, CTO and Legal urge caution. Both are right, and that&#8217;s why many things are left undone, even though they would be easily feasible.<\/p>\n\n<p class=\"wp-block-paragraph\">McKinsey sees the same pattern in the numbers: Almost everyone experiments with AI, but <a href=\"https:\/\/www.mckinsey.com\/capabilities\/quantumblack\/our-insights\/the-state-of-ai\" target=\"_blank\" rel=\"noopener noreferrer\">only about a quarter scale agentic systems at all<\/a> \u2013 and if so, usually only in one or two areas. The biggest obstacles are not budget or technology, but organizational, regulatory, and legal concerns. The data question is therefore not a side issue in AI implementation. It is the main issue.<\/p>\n\n<h2 class=\"wp-block-heading\">Confidence means choice and control<\/h2>\n\n<p class=\"wp-block-paragraph\">The good news: You don&#8217;t have to choose between &#8220;cool automation&#8221; and &#8220;data control.&#8221; You just need to build access correctly. At Aivie, a simple principle applies: It&#8217;s your data. We only host and operate it for you \u2013 an attitude that has grown out of <a href=\"https:\/\/aivie.ch\/en\/what-open-source-software-mautic-taught-me-over-9-years\/\">our experience with open source<\/a>, and which <a href=\"https:\/\/aivie.ch\/en\/switzerland-kicks-microsoft-out-and-now-relies-on-open-source\/\">more and more Swiss organizations are also choosing for their infrastructure<\/a>.<\/p>\n\n<div class=\"wp-block-stackable-heading stk-block-heading stk-block-heading--v2 stk-block stk-fcf9977\" id=\"das-sagen-kund-innen-die-zu-aivie-gewechselt-sind\" data-block-id=\"fcf9977\"><h2 class=\"stk-block-heading__text\">What customers who have switched to Aivie say<\/h2><\/div>\n\n<div class=\"wp-block-stackable-columns stk-block-columns stk-block stk-d24360a\" data-block-id=\"d24360a\"><div class=\"stk-row stk-inner-blocks has-text-align-left stk-block-content stk-content-align stk-d24360a-column\">\n<div class=\"wp-block-stackable-column stk-block-column stk-column stk-block stk-8cdf0cb\" data-v=\"4\" data-block-id=\"8cdf0cb\"><div class=\"stk-column-wrapper stk-block-column__content stk-container stk-8cdf0cb-container stk--no-background stk--no-padding\"><div class=\"has-text-align-center stk-block-content stk-inner-blocks stk-8cdf0cb-inner-blocks\">\n<p class=\"wp-block-paragraph\">We moved from HubSpot and now have lower costs, less effort and, with Aivie, a partner that doesn&#8217;t hide its services behind a paywall. We also appreciate the excellent support. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Daniel B.<br\/>IT<\/p>\n<\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-stackable-column stk-block-column stk-column stk-block stk-d96851b\" data-v=\"4\" data-block-id=\"d96851b\"><div class=\"stk-column-wrapper stk-block-column__content stk-container stk-d96851b-container stk--no-background stk--no-padding\"><div class=\"has-text-align-center stk-block-content stk-inner-blocks stk-d96851b-inner-blocks\">\n<p class=\"wp-block-paragraph\">Both the tool and the service are excellent. I particularly appreciate the fast response and data security, as all data is stored in Switzerland. The prices are very reasonable. Would recommend this service to others!   <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/aivie.ch\/en\/scalable-email-marketing-solution-for-travel-tech-start-up-boddy\/\" data-type=\"post\" data-id=\"22774\">Hannes Boller<\/a><br\/>CEO<\/p>\n<\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-stackable-column stk-block-column stk-column stk-block stk-9973f1d\" data-v=\"4\" data-block-id=\"9973f1d\"><div class=\"stk-column-wrapper stk-block-column__content stk-container stk-9973f1d-container stk--no-background stk--no-padding\"><div class=\"has-text-align-center stk-block-content stk-inner-blocks stk-9973f1d-inner-blocks\">\n<p class=\"wp-block-paragraph\">We have been working with Aivie as a marketing automation service for years. It is the clear number one in the areas of marketing automation and marketing strategy, and also offers by far the best price-performance ratio! <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/aivie.ch\/en\/ferris-labs-has-doubled-its-contacts-marketing-automation-case\/\" data-type=\"post\" data-id=\"15184\">Felix Caprez<\/a><br\/>CMO<\/p>\n<\/div><\/div><\/div>\n<\/div><\/div>\n\n<p class=\"wp-block-paragraph\">This results in two freedoms. First, you granularly set which capabilities and data access the AI has: Can it see contact data, only existing emails, or only statistics? Can it only read or also write? The AI gets as much context as a task needs \u2013 and not a step more. Second, you are free to choose which AI to use: different models for different tasks or even your own \u2013 especially  <a href=\"https:\/\/aivie.ch\/en\/why-everyone-is-raising-prices-in-2026-and-how-open-source-marketing-automation-changes-the-equation\/\">when the prices of many providers are rising<\/a>, this freedom of choice pays off. The data is encrypted on Swiss servers, and where necessary, complete hosting on Swiss infrastructure is possible. Confidence does not mean that a specific AI is forbidden \u2013 it means that you decide, with full control over who sees what.<\/p>\n\n<h2 class=\"wp-block-heading\">The blind spot: Training on your data<\/h2>\n\n<p class=\"wp-block-paragraph\">One point often gets lost in the AI euphoria: With many providers, data is used by default to train the model. An opt-out is often possible \u2013 but you have to actively remember it. The unpleasant consequence: Confidential communication, such as an email to a customer, can flow into a model and be stored there without you being aware of it. For a newsletter, this might not matter. For sensitive customer data, it does \u2013 especially when agentic systems delve deeper into the data than a simple chatbot.<\/p>\n\n<h2 class=\"wp-block-heading\">Conclusion: First the data question, then automation<\/h2>\n\n<p class=\"wp-block-paragraph\">Agentic AI is a real lever. And you don&#8217;t have to choose between &#8220;building a cool campaign&#8221; and &#8220;data under control&#8221; \u2013 if you clarify the data question before you automate, not after. The two-thirds McKinsey talks about are not hype. But they only materialize if the data question is clarified beforehand.<\/p>\n\n<p class=\"wp-block-paragraph\">The question that really matters remains: Does it bother you that your data might go to the USA and be used there for training? Or would you rather be sure that it stays with you?<\/p>\n\n<div class=\"wp-block-group has-background is-layout-flex wp-block-group-is-layout-flex\" style=\"background-color:#cfe7e1;padding-top:40px;padding-right:32px;padding-bottom:40px;padding-left:32px\">\n<p class=\"has-text-color wp-block-paragraph\" style=\"color:#e63312;font-size:22px;font-weight:600\">Your data remains your data.<\/p>\n\n\n\n<div class=\"wp-block-group is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"wp-block-paragraph\" style=\"font-size:22px;font-weight:600\">Let&#8217;s take a look together.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We&#8217;ll show you how to use agentic AI while maintaining full control over your data.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-aivie-red-background-color has-background wp-element-button\" href=\"https:\/\/aivie.ch\/contact\/\">Arrange a meeting<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Agentic AI is currently taking over marketing \u2013 at least according to the headlines. 91 percent of marketers use AI today, according to a Jasper survey of 1,400 marketers. But less than a third truly let it work: controlling entire processes instead of just writing individual texts. McKinsey estimates that in the future, up to &hellip; <a href=\"https:\/\/aivie.ch\/en\/marketing-wants-to-build-legal-hits-the-brakes-how-to-still-use-agentic-ai-with-confidence\/\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">Marketing wants to build, Legal hits the brakes: How to still use agentic AI with confidence<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":32999,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wpai_generated_summary":"","footnotes":""},"categories":[170],"tags":[1571,117,115,1939,2011],"class_list":["post-32583","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-open-source-marketing-automation","tag-ai","tag-marketing-automation","tag-mautic","tag-open-source","tag-privacy"],"acf":[],"featured_image_urls_v2":{"full":["https:\/\/cdn.aivie.ch\/media\/wp\/2026\/09\/15155955\/IMG_6729-adrian-kw37-blaues-hemd-arbeitsplatz-smile.webp",1200,900,false],"thumbnail":["https:\/\/cdn.aivie.ch\/media\/wp\/2026\/09\/15155955\/IMG_6729-adrian-kw37-blaues-hemd-arbeitsplatz-smile-240x240.webp",240,240,true],"medium":["https:\/\/cdn.aivie.ch\/media\/wp\/2026\/09\/15155955\/IMG_6729-adrian-kw37-blaues-hemd-arbeitsplatz-smile-960x720.webp",960,720,true],"medium_large":["https:\/\/cdn.aivie.ch\/media\/wp\/2026\/09\/15155955\/IMG_6729-adrian-kw37-blaues-hemd-arbeitsplatz-smile-768x576.webp",768,576,true],"large":["https:\/\/cdn.aivie.ch\/media\/wp\/2026\/09\/15155955\/IMG_6729-adrian-kw37-blaues-hemd-arbeitsplatz-smile.webp",990,743,false],"post-thumbnail":["https:\/\/cdn.aivie.ch\/media\/wp\/2026\/09\/15155955\/IMG_6729-adrian-kw37-blaues-hemd-arbeitsplatz-smile.webp",1200,900,false],"aiv_480w":["https:\/\/cdn.aivie.ch\/media\/wp\/2026\/09\/15155955\/IMG_6729-adrian-kw37-blaues-hemd-arbeitsplatz-smile-480x360.webp",480,360,true],"woocommerce_thumbnail":["https:\/\/cdn.aivie.ch\/media\/wp\/2026\/09\/15155955\/IMG_6729-adrian-kw37-blaues-hemd-arbeitsplatz-smile-240x240.webp",240,240,true],"woocommerce_single":["https:\/\/cdn.aivie.ch\/media\/wp\/2026\/09\/15155955\/IMG_6729-adrian-kw37-blaues-hemd-arbeitsplatz-smile-960x720.webp",960,720,true],"woocommerce_gallery_thumbnail":["https:\/\/cdn.aivie.ch\/media\/wp\/2026\/09\/15155955\/IMG_6729-adrian-kw37-blaues-hemd-arbeitsplatz-smile-240x240.webp",240,240,true]},"post_excerpt_stackable_v2":"<p>Agentic AI is currently taking over marketing \u2013 at least according to the headlines. 91 percent of marketers use AI today, according to a Jasper survey of 1,400 marketers. But less than a third truly let it work: controlling entire processes instead of just writing individual texts. McKinsey estimates that in the future, up to two-thirds of today&#8217;s marketing work could be handled by agents \u2013 from prospecting to personalization at individual touchpoints to lead qualification. Table of ContentsWhat &#8220;agentic&#8221; really meansThe biggest lever is in reportingWhy campaigns fail due to the data questionConfidence means choice and controlWhat customers who&hellip;<\/p>\n","category_list_v2":"<a href=\"https:\/\/aivie.ch\/en\/category\/open-source-marketing-automation\/\" rel=\"category tag\">Open Source Marketing Automation<\/a>","author_info_v2":{"name":"Adrian Schimpf","url":"https:\/\/aivie.ch\/en\/author\/adrian\/"},"comments_num_v2":"0 comments","_links":{"self":[{"href":"https:\/\/aivie.ch\/en\/wp-json\/wp\/v2\/posts\/32583","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/aivie.ch\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/aivie.ch\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/aivie.ch\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/aivie.ch\/en\/wp-json\/wp\/v2\/comments?post=32583"}],"version-history":[{"count":14,"href":"https:\/\/aivie.ch\/en\/wp-json\/wp\/v2\/posts\/32583\/revisions"}],"predecessor-version":[{"id":33047,"href":"https:\/\/aivie.ch\/en\/wp-json\/wp\/v2\/posts\/32583\/revisions\/33047"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/aivie.ch\/en\/wp-json\/wp\/v2\/media\/32999"}],"wp:attachment":[{"href":"https:\/\/aivie.ch\/en\/wp-json\/wp\/v2\/media?parent=32583"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/aivie.ch\/en\/wp-json\/wp\/v2\/categories?post=32583"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/aivie.ch\/en\/wp-json\/wp\/v2\/tags?post=32583"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}