Everest Group has announced the release of its highly anticipated new research, Agentic AI: The New Operating System for Marketing and Experience.
This thematic report provides a definitive look at how agentic AI, autonomous, goal-driven systems, is rapidly transforming marketing and customer experience (CX) by eliminating the need for human initiation and enabling full end-to-end workflow orchestration in real time.
Key findings include:
- Agentic AI transcends traditional approaches by shifting from funnel-based sequences to goal-driven journeys, where agents act on intent rather than simply reacting to clicks.
- Autonomous personalization at scale becomes possible as AI agents adapt interfaces, execute decisions, and coordinate across commerce, loyalty, campaigns, and content platforms.
- Strategic imperative for enterprises: Organizations must reimagine talent strategies, governance frameworks, and value delivery models in the era of self-optimizing experiences.
- Market innovation underway: Industry giants such as Salesforce, Adobe, and Oracle are evolving their offerings to support agentic AI, while startups are accelerating creation, deployment, and orchestration of AI agents.
- Maturity framework offered: The report includes a maturity model to guide the adoption of agentic AI in marketing and interactive experience domains.
Nitish Mittal, Partner, Everest Group:
“Agentic AI marks a fundamental leap forward for marketing and CX, moving enterprises from siloed automation to autonomous experience orchestration. Organizations that embrace agentic design, orchestration, and governance early will lead the next wave of CX innovation.”
The report, featuring a comprehensive maturity framework and provider analysis, is now available to read via Agentic AI: The New Operating System for Marketing and Experience – Everest Group Research Portal
