Research synthesis
An agent pulls research, webinar notes and customer-call themes into a usable summary, so planning starts from evidence rather than a blank document.
Industries / Marketing
Marketing teams
AI agents for marketing teams, built to move the work without flattening the voice.
AI agents earn their place in marketing when they take on the work around the writing: research synthesis, brief drafting, repurposing and content operations. The voice and the editorial judgement stay with your team.
FiveForward designs and builds AI agents for UK marketing teams in Copilot Studio and the Power Platform, covering research synthesis, campaign briefs, repurposing and content operations, so drafts and coordination move faster while brand voice and editorial judgement stay with people.
Related case study
How this looks in practice.
Worked example · Professional services
How a professional services firm scored and routed website enquiries instead of reading every one by hand
Website enquiries scored on submission, routed to the right person by priority and tracked in Salesforce, with the marketing team trained to change the scoring and routing rules themselves.
Read the case study Browse case studiesMarketing teams adopted AI early and many hit the same quality problem. First drafts arrive faster, the voice gets flatter and the thinking gets thinner. AI agents for marketing take a different path. An agent is grounded on material your team has approved, does one named job and hands its output to an editor, so speed does not come at the cost of the brand's point of view.
We design and build agents in Copilot Studio and the Power Platform, running inside your own Microsoft 365 tenant, and we train your builder team so the next agents come from inside the team. The practical territory is the work around the writing: pulling research into usable summaries, drafting briefs with the gaps flagged, repurposing approved long-form material and moving drafts through review and approval without chasing.
The starting point is the work itself. Discover and Design together produce a workflow map, prioritised agent use cases and a costed roadmap, so the first agents are chosen on evidence rather than enthusiasm.
Our work follows the FiveForward Framework, a five-stage method covering Discover, Design, Enable, Automate and Embed.
Marketing workflows
Where agents take weight out of marketing work.
Agents help marketing teams most before and after the writing, not in place of it. These are the workflow areas we usually shape first.
Brief shaping
First-draft campaign briefs, launch plans and internal updates, with gaps and open questions surfaced before work kicks off.
Repurposing
An agent grounded in approved long-form material turns it into channel-specific starting points that an editor then shapes to fit the voice and the audience.
Brand-voice grounding
Agents built on your brand rules, audience context and approved examples, so first drafts start closer to house style instead of generic AI copy.
Asset findability
An asset librarian agent answers where-is-the-latest-version questions from approved libraries, so the team stops digging through folders and old threads.
Content operations
Automation moves drafts through review, approval and publication handover, keeping editorial review in the loop rather than racing ahead of it.
Jobs for agents and automation
- A research agent that pulls webinar notes, customer calls and survey themes into usable summaries
- A brief drafting agent that turns campaign inputs into first-draft briefs with gaps and open questions flagged
- A repurposing agent grounded in approved long-form material, producing channel-specific starting points for an editor
- An asset librarian agent that answers where-is-the-latest-version questions from approved brand libraries
- A brand guidance agent that answers tone-of-voice and usage questions from the style guide and approved examples
- Content operations automation that moves drafts through review, approval and publication handover
Risks to manage
- Campaign plans and customer data pasted into public AI tools instead of agents governed inside your own tenant
- An agent grounded on stale or unowned content libraries confidently serving last year's messaging
- Permissions set wider than intended, so an agent surfaces embargoed campaign or pricing material
- Agent-drafted copy treated as finished work, so volume rises while the voice flattens and review falls behind
Where agents fit
Where agents fit in a marketing team
Agents earn their place in marketing once there is an owned, approved content library to ground them on. Grounding is the difference between an agent that answers from the latest approved material and one that guesses.
The practical territory is the work around the writing: research synthesis, brief drafting, repurposing and internal questions about brand and assets. The voice, the taste and the final call stay with your editors, and every agent has agreed review points.
A research synthesis agent over webinar notes, customer calls and survey feedback
A repurposing assistant grounded in approved long-form material
An asset librarian for approved brand and campaign libraries
A brand guidance agent for tone-of-voice and usage questions
Related routes
Agents, automation, workshops and proof all connect here.
Copilot Studio agents
Design and build for the agents on your roadmap. Most scoped builds take two to six weeks from Design sign-off.
Agent workshops
Live sessions built on your own marketing work, ending with a working first agent built and running in your tenant.
Microsoft 365 AI automation
Automation for content operations, approvals and handover around the agents.
Discover
The first paid step at £1,500 fixed. With Design it produces the workflow map, prioritised agent use cases and costed roadmap.
Common questions
Questions marketing teams usually ask before building.
What can an AI agent actually do for a marketing team?
An agent does one named job against sources your team controls. In marketing that means pulling research and call themes into summaries, drafting briefs with gaps flagged, repurposing approved long-form material into channel starting points and answering questions from brand libraries and style guides. It assists the team rather than replacing anyone, and every agent has agreed review points so an editor stays in the loop.
Will agents flatten our brand voice?
Not if they are grounded properly. We build agents on your approved examples, brand rules and audience context, so drafts start closer to house style instead of defaulting to generic AI copy. Just as important, the output is a starting point for an editor with taste, never the finished piece, and editorial review stays in the workflow.
Is our campaign and customer data safe with agents?
Agents built in Copilot Studio run inside your own Microsoft 365 tenant. They inherit the permissions you already have, so an agent can only see what the person using it can see, and your data stays inside the Microsoft 365 service boundary. It is not used to train the underlying models.
What is the best first agent for a marketing team?
Usually one with a bounded job and an owned source. A research synthesis agent or an asset librarian over an approved library both work well, because the output is easy to check against the old way of working and neither puts final copy at risk. Discover and Design together prioritise the use cases and put them on a costed roadmap.
What does an agent build cost?
The first paid step is Discover at £1,500 fixed, which covers Discover and Design together and is credited back in full once follow-on spend passes £3,500 before VAT within 90 days of the roadmap. It is priced for organisations up to around 50 staff, with larger organisations scoped individually on the free consultation with the same credit terms. Scoped builds are typically £5,000 to £15,000 depending on the number of agents, the systems they connect to and the state of the source data, with the price fixed at Design before work begins.
How do we get started without committing to a big programme?
Start with a free 30 minute consultation. There is no pitch and no obligation, and it is the same path for everyone. If it makes sense to continue, Discover and Design map the workflows worth improving and end with a playback session of about an hour where you pick the route and the price is fixed. Most scoped builds then take two to six weeks from Design sign-off.
Can our own marketing team learn to build agents?
Yes. Agent workshops start from £850 for three hours live, run as a half day or two 90-minute sessions, with a full day at £1,500. Each workshop ends with a working first agent built and running in your tenant, and a first declarative agent takes about 15 minutes to build. Where the roadmap points that way, route two is £3,950 fixed with two delivery days, two build reviews and 90 days of async support answered within 2 working days. Your team ships its first agents and automations from the roadmap with us alongside.
Do you train the wider team to use Copilot?
Our work centres on designing and building agents and on training the people who will build and maintain them. When wider end user Copilot adoption training is useful, it is arranged through our training partner, so the programme covers both without stretching either.
Do agents replace writers and editors?
No. Agents assist the team with the work around the writing: research, drafts, repurposing and coordination. Judgement, taste and sign-off stay with people, and every agent we build has agreed review points so nothing ships on an agent's word alone.
Recommended starting point
Copilot Studio Agent Builds
Custom agents grounded in the right knowledge and built for defined jobs, in your own tenant.
Most firms start with Discover, a fixed-fee first step that maps your workflows and finds the agent opportunities before any build. Details are on the pricing page.
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