Marketing teams have more AI tools than ever, but turning them into a reliable system that delivers business outcomes remains a challenge. In this session, HelloFresh shares how it built an agentic marketing platform that coordinates specialized AI agents across the advertising lifecycle, from creative briefs and audience analysis to concept development, ad generation, activation, and human approval. Rather than relying on a single chatbot, the platform uses a supervisor agent to orchestrate specialized capabilities, each with defined permissions, instructions, and operational boundaries. Key areas covered: → Multi-agent orchestration: Using supervisor agents, structured handoffs, and capability-based tool permissions. → Human oversight: Building resumable workflows with Slack-based approvals and notifications. → Operational reliability: Managing long-running tasks, persistent state, and background monitoring. → Observability and safeguards: Tracking model calls, tools, and outcomes while preventing duplicate generation, accidental launches, and runaway processes. → Agent collaboration: Designing an intuitive experience where marketers work alongside specialized AI agents. Attendees will learn how to move from disconnected AI tools to a governed multi-agent system, balancing autonomy with human control to deliver measurable marketing outcomes.