AI Agents: A Marketer's Introduction to Intelligent Agents

• Marketing and brand managers
• Communications and content specialists
• Agency account and strategy professionals
• Marketing operations and martech specialists
• Entry to mid-level managers evaluating AI tools for their teams

• How AI agents differ from chatbots, and how to tell a genuine agent from a rebranded one
• How to write a definition of done and a prompt contract that produce usable output on the first attempt
• How to apply multi-agent patterns, including orchestration, peer review, consensus and debate, to marketing problems
• How to assess the privacy, disclosure and accountability questions agents raise, and where Canadian law is heading

• A briefing discipline that works on AI agents and on people
• Five marketing workflows you can adapt and put to use immediately
• The judgment to recognize where an agent will fail before it costs you
• A clear view of your own accountability when an agent acts on your brand's behalf

Kevin FloetherMCM, MCPRS, APR, CM
Director, Marketing & Communications – CBV Institute

A strategic communications and marketing leader who works at the intersection of data, storytelling, and digital transformation. With deep expertise in strategic planning, brand management, content and channel strategy, and the responsible adoption of generative AI, Kevin brings a research-driven, collaborative approach to helping organizations navigate complexity, change, and trust in a digital-first world. He currently serves as Director of Marketing and Communications at the Chartered Business Valuators Institute (CBV Institute), where he leads strategic initiatives that elevate brand reputation and stakeholder engagement across the business valuation sector.

Kevin’s professional journey is marked by intellectual curiosity and bold pivots. Before entering marketing and communications, he spent three years as Director of Coffee at a specialty coffee roaster in Montreal, managing everything from green coffee sourcing to roast profile design. His transition proved defining, as he went on to earn a Master of Communications Management from McMaster University, where his thesis on digital trust in influencer marketing received the Grossman Group Master’s Thesis of the Year Award from the Institute for Public Relations (IPR) in 2025, the field’s leading international recognition for graduate research across North America.

Kevin is actively engaged in the broader marketing and communications community. He serves on the Canadian Marketing Association’s Artificial Intelligence Committee, sits on the Board of Directors of the Canadian Public Relations Society (CPRS) – Hamilton chapter as Treasurer, and teaches as a Teaching Assistant in McMaster University’s MCM graduate program. He writes on Substack about trust, technology, and authenticity in an era shaped by platforms, algorithms, and AI, and regularly presents his research at international conferences in public relations.

When he’s not helping organizations tell better stories or exploring how AI is reshaping marketing and communication, you can find him chasing the perfect drip coffee, exercising, or writing about the ideas that keep him up at night.

Areas of Expertise

• Strategic Communications and Marketing Strategy
• Generative AI Adoption and Digital Transformation
• Brand Management and Positioning
• Content and Channel Strategy
• Digital Trust and Influencer Marketing Research
• Stakeholder Engagement and Executive Communications
• Marketing Education and Professional Development
• Data-Driven Storytelling and Analytics
• Public Relations and Reputation Management
• Strategic Planning and Business Development
• And more…

Sample Media & Accolades

Awards
Grossman Group Master’s Thesis of the Year Award – Institute for Public Relations (IPR), 2025

Videos
CMA NXT Feature
McMaster Master’s Degree Thesis Defence

Connect
Kevin Floether | LinkedIn

Cancellation or transfer of registration must be received by e-mail to learning@thecma.ca no later than fourteen (14) business days prior to the date of the training to receive a full refund. No refunds will be given for cancellations made less than ten (10) business days prior to the training date. If you registered for a training but are unable to attend, substitutions* are welcome any time prior to the original registration training date at no extra cost.

*Substitutions refer to the transfer of a registration from one individual to a colleague

Interested in this session but can’t attend live? No problem. All registered participants receive the full recording, slide deck, and any supporting resources—such as toolkits or frameworks—so you can engage with the material at your convenience, even if you’re unable to join us in real time.