Allegro Partners with MINT on its Agentic Marketing Journey – Q&A with Martha Piotrowska

Martha, congratulations on your new role. What does the Director of Integrated Marketing position encompass at Allegro?

Martha Piotrowska: Thank you. It has been a really exciting chapter. My new role brings together Brand and Trade Marketing, In-house Content and Media, and Advanced Analytics. These three areas now work as one connected ecosystem.

The goal is to break down silos and link these disciplines through what we call our Agentic Marketing Framework. We are using data and AI not just as add-ons but as the foundation that connects creative strategy, execution, and measurement. It is a major step toward building the marketing organization of the future.

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Allegro has been talking a lot about “agentic marketing.” How do you define that concept?

Martha Piotrowska: Agentic marketing is really a new way of thinking about how we work. It is about bringing in autonomous AI agents that work hand in hand with marketers to manage entire workflows, from insights and creative development to campaign delivery.

In the traditional setup, people handle every step and use AI mostly as a tool. In the agentic model, AI agents take on specific parts of the process, while humans focus on direction and validation. It makes everything more dynamic, faster, and much easier to scale.

We are already seeing how this changes marketing from a set of manual tasks into a connected, intelligent ecosystem. Our goal is quite ambitious. Within a year, we want Allegro to fully run on an agentic model across insights, creative, and execution.

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Why was MINT the right choice for Allegro?

Martha Piotrowska: When we started looking for partners, we focused on three things: enterprise readiness, deep AI expertise, and real experience in advertising and media. MINT delivered on all three.

First, their platform is enterprise-grade. It is built to handle the kind of complexity that comes with large-scale, multi-market operations like ours. Second, their partnerships with IBM and Celonis really stood out. IBM brings scalable and trustworthy AI technology, while Celonis adds process intelligence that fits perfectly with MINT’s agentic engine.

What also made a big difference is how focused MINT’s AI agents are on marketing and media. Their system is not a generic AI setup; it is purpose-built for our world. That mattered to us, because we did not want to start from zero. We wanted agents that already understand how campaigns, data, and performance connect.

That is what makes this collaboration so powerful. It goes beyond technology and is really about a shared vision and a belief that the agentic model will be the next big leap for marketing.

What are Allegro’s future plans for agentic marketing?

Matha Piotrowska: Our vision is ambitious. Over the next 12 months, Allegro aims to become a fully agentic marketing organization built around three core areas: marketing insights, creative development, and end-to-end campaign workflows.

That means AI agents will be deeply integrated into how we work — generating data-driven insights by analyzing trends and campaign performance, producing creatives like ad visuals and copy variations, and managing campaigns from planning to optimization.

We already have several pilot projects running in each of these areas, and the speed at which we are scaling the successful ones is really impressive.

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Looking ahead, where do you see this collaboration with MINT going next?

MarthaPiotrowska: We are only at the beginning. The next step is to scale the agentic model across Allegro’s entire marketing and advertising stack.

We are expanding our pilots, connecting MINT’s multi-agent system with our data platforms, and training more specialized agents for specific use cases. Over the next year, we expect a large share of our marketing operations to be agentic by design.

The ultimate goal is agility. We want our teams to spend less time managing processes and more time creating ideas, strategies, and experiences that truly connect with customers. And this is just the start. AI agents will continue to reshape how we work at Allegro, creating a system where technology amplifies human expertise — and that is where real innovation happens.

A Shared Vision for the Agentic Future

Following the interview, Federico Salvitti, VP Growth US at MINT, reflected on the collaboration:

“Rather than a one-size-fits-all solution, the partnership between MINT and Allegro demonstrates how agentic frameworks can be adapted to the specific needs of retail and marketplace ecosystems — connecting media workflows, unified data, and vertical agents. It’s a practical step toward a future where e-commerce brands can operate with greater agility, precision, and insight. It is a story of innovation grounded in collaboration and a glimpse of what the future of intelligent e-commerce marketing can truly look like.”

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