Sequel, which turns webinars and video into a go-to-market engine, announced the general availability of Sequel Agents, AI agents for webinar and video marketing powered by first-party audience context. Sequel Agents help marketing teams plan programs, create content, understand their audience and act on engagement, so the value of each webinar extends well past the live broadcast.

Webinars remain one of the most trusted channels in B2B marketing, but running them takes a heavy toll on the teams behind them. In TwentyThree's State of Webinars 2026 report, 39% of marketing teams said they spend 10 or more hours preparing, running and distributing each webinar, and execution time was the most-cited webinar challenge. Much of that time goes to setup, editing and data work, and it comes at the expense of the speakers, ideas and follow-up that make a program succeed.

That context is what sets Sequel Agents apart. Most webinar platforms only let you see what happens inside the event. Sequel runs webinars and virtual events natively on a company's own website, so it connects what each person does across the site, including the pages they read and the content they return to, with what they watch, ask and click during a session. It’s a true audience management platform.

Sequel Agents work from that combined first-party view and act on it where the buyer already is: publishing recaps to the customer's own pages, adapting the website experience, and drafting follow-up based on what each person actually cared about. Customers can start with three types of agents, or build their own custom agent:

• Build plans and prepares the program. It recommends series, topics and timing from a team's own results, sets up events from a series template, and checks registration, emails, landing pages and CRM sync before every event.
• Scale turns each session into content. It drafts clips, a blog, speaker LinkedIn posts and a newsletter blurb, and publishes recaps to the event's landing page on the customer's own domain, supporting SEO and AEO strategies.
• Convert turns engagement into the next step. It drafts personal follow-up for each attendee and no-show, briefs account owners on what each attendee did and asked, makes sure every registrant reaches the CRM, and reports monthly on program performance.
• Custom Agents provide marketing teams with endless options for putting AI and Sequel’s Audience Intelligence to work. Describe the job in plain language, and the agent works from the events, transcripts and engagement data in your account. Build it inside Sequel, or connect via the MCP server to apply your own brand and messaging context.

Build, Scale and Convert are starting points. Customers can build custom agents around their own workflows inside Sequel, or use Sequel's MCP server to bring Sequel's data and actions into Claude and other AI tools they already use, alongside their own brand, persona and messaging context.

Every agent workflow ends with a person. Agents can read and draft on their own, but they cannot send email, invite people, change events or push leads to a CRM until someone on the customer's team approves.

“Context is everything,” said Oana Manolache, co-founder and CEO of Sequel. “An agent without the right context is useless, and data without the right action never drives business impact. Sequel is the only platform that does both. We spent years building the first-party foundation that connects website and video engagement, so our agents can see what a buyer does on your site and in your webinars, and act on it right there. Build, Scale and Convert give marketers a place to start, and they can build their own agents inside Sequel or through our MCP server. They know their business and how their team works, and I want them to be able to build around that.”

Sequel customers are already seeing what an agentic approach to webinars makes possible. ElevenLabs set a $300,000 pipeline goal for its webinar program, built an agentic webinar engine on Sequel with Claude, n8n and Clay, and generated $14 million in attributed pipeline in the first half of the year while running 5 to 10 webinars a month. Unit21 connected Sequel's MCP server to Claude and now automates 80% of post-webinar work.