# Richa Kohli Discusses Agentic AI in Martech > Source: > Published: 2026-05-27 07:02:40.365914+00:00 # Richa Kohli Discusses Agentic AI in Martech On the MMA Global website, Richa Kohli wrote that she spoke on a panel at MMA India IMPACT 2026 titled "Agentic AI vs Traditional Martech: What Changes, What Breaks." Kohli wrote that panelists agreed that **AI is helping move faster** and that organisations are adapting quicker than expected. She wrote that AI has been used in marketing for years, and that the arrival of LLMs has made it the new normal. Kohli wrote that her company, **Momentus Digital**, is building MOoAI to leverage agentic AI's assistive capabilities while keeping brands and their DNA involved. Editorial analysis: This anecdote signals continued practitioner interest in hybrid workflows where automation handles scale and humans retain judgement. ### What happened On the MMA Global website, Richa Kohli wrote that she participated in a panel at **MMA India IMPACT 2026** titled "Agentic AI vs Traditional Martech: What Changes, What Breaks." She wrote that panelists agreed **AI is helping organisations move faster** and that adoption has progressed quicker than many expected. Kohli wrote that AI has been operating in marketing for years and that the introduction of LLMs has made it the new normal. ### Technical details Kohli wrote that her team at **Momentus Digital** is developing MOoAI, describing it as a product that builds on agentic AI's assistive strengths while keeping brands and their DNA in the loop. She characterised the current practical model as "agents doing the volume, humans the judgement," per her testimonial on MMA Global. ### Editorial analysis - technical context Industry-pattern observations: Marketing teams experimenting with agentic AI commonly construct hybrid workflows where programmatic agents execute high-volume tasks and humans handle exception cases, brand voice, and final decisions. This pattern elevates integration, observability, and guardrails as operational priorities for engineering teams supporting marketing stacks. ### Context and significance For practitioners, the testimonial underscores that LLM-driven capabilities are moving from pilots to routine use in martech stacks, increasing demand for product features that preserve brand control and human-in-the-loop decision points. ### What to watch Monitor early MOoAI integrations for how they expose control surfaces and audit trails, and watch vendor case studies for metrics demonstrating improved throughput without brand drift. ## Scoring Rationale This is a practitioner testimonial showing continued adoption of agentic AI in marketing. It signals incremental product and operational priorities but does not introduce a new model or technical breakthrough. Practice interview problems based on real data 1,500+ SQL & Python problems across 15 industry datasets — the exact type of data you work with. [Try 250 free problems](/problems)