What is the Agent2Agent protocol and why should marketers care?

In MarTech’s “MarTechBot explains it all” feature, we pose a question about marketing to our very own MarTechBot, which is trained on the MarTech website archives and has access to the broader internet.

As AI continues to reshape marketing workflows, the power isn’t just in individual tools — but in how these tools can collaborate. That’s where the Agent2Agent (A2A) protocol comes into play: it is an open standard that enables AI agents to communicate and collaborate seamlessly. For marketers, this isn’t just technical infrastructure — it’s a competitive edge.

What Is Agent2Agent (A2A)?

The Agent2Agent protocol is an open standard originally developed by Google to solve one of the biggest challenges in AI adoption: interoperability. It was officially launched in April 2025 with the goal of making it possible for AI agents — whether built on different technologies, owned by different vendors or serving different functions — to work together effectively. 

Rather than inventing entirely new infrastructure, A2A is built on well-established web technologies such as HTTP, JSON-RPC 2.0, and Server-Sent Events (SSE). This makes it enterprise-ready from day one and ensures compatibility with existing systems. By relying on proven standards, A2A balances innovation with reliability, allowing organizations to adopt it quickly without massive system overhauls.

Dig deeper: Agentic AI is about to transform the martech stack — and the way marketers work

Who’s driving the A2A protocol?

Although Google played a central role in the protocol’s development and continues to support it through its Agent Development Kit (ADK), A2A is now governed by the Linux Foundation. This ensures the protocol remains vendor-neutral and community-driven, with open working groups focused on maintaining the specification, SDKs, agent registries and validation tools. 

Support for A2A has expanded rapidly, with over 50 companies backing the standard. Major enterprise players like Salesforce, SAP, Box, Deloitte, UiPath, Accenture, LangChain, Infosys, and KPMG are contributing to its evolution. This wide base of industry involvement not only validates the importance of the protocol but also accelerates adoption across sectors, including marketing technology.

Why marketers should care about A2A

For marketers, the promise of A2A lies in how it transforms the way tools and systems work together. By breaking down silos, the protocol makes marketing operations more efficient, with different platforms sharing data and insights without friction. This means smoother workflows, less duplication, and more time for creative and strategic thinking.

Automation also becomes more powerful. With agents able to communicate directly, complex cross-platform tasks—such as campaign orchestration, customer segmentation, or personalized content delivery—can be managed with minimal manual effort. The risk of errors is reduced, and marketers gain the ability to execute at speed and scale.

The benefits extend directly to customer experience. When agents share customer data in real time, the result is more consistent and personalized interactions across every touchpoint, from emails and ads to in-app messaging and social engagement. A2A ensures that brands can deliver cohesive journeys that build trust and loyalty.

Collaboration among AI tools also produces richer analytics. When insights from different platforms are combined, marketers gain a deeper and more comprehensive understanding of their audiences, enabling sharper and more confident decision-making. At the same time, streamlined interoperability reduces redundant systems and wasted spend, making marketing operations more cost-effective. 

And because A2A is based on open standards and supported by a wide ecosystem of companies, marketers can scale their operations more easily, adopting new tools as they emerge without worrying about vendor lock-in or painful integrations.

Key considerations

Of course, adopting A2A requires some preparation. Marketers should confirm whether their existing technology stack supports the protocol or has a roadmap to do so. Security remains essential, since data sharing between agents must be safeguarded with proper access controls and governance practices. And teams may need training to adapt to new workflows and to fully unlock the benefits of interoperable AI. Choosing vendors that align with the growing A2A ecosystem will also help ensure long-term scalability.

Final thought

The Agent2Agent protocol is more than a technical standard — it represents the next stage in how AI systems work together. 

For marketers, embracing A2A means unlocking smarter automation, deeper personalization, and seamless cross-platform efficiency. With backing from Google, the Linux Foundation and dozens of leading enterprises, A2A is quickly becoming a cornerstone of next-generation marketing infrastructure. Those who understand and adopt it early will be best positioned to thrive in the rapidly evolving world of AI-driven marketing.

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