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The rapid rise of Agentic AI is transforming marketing strategies, with early adopters reaping significant benefits while others lag behind, according to a new study by SAS and Coleman Parkes. The research highlights a growing divide between organizations scaling Agentic AI and those still in the planning or observation phase, emphasizing the need for a robust generative AI foundation to unlock its full potential.
Agentic AI enables autonomous decision-making and real-time optimization.
51% of marketers plan to invest in Agentic AI within the next year.
Only 21% are actively testing Agentic AI in live environments.
75% of early adopters report using AI to its full potential.
Adopters are integrating quantum computing into their AI roadmaps.
Trust in Agentic AI remains conditional, with governance gaps to address.
Agentic AI goes beyond traditional generative AI by enabling autonomous decision-making, continuous learning, and real-time campaign optimization. Unlike basic content generation, Agentic AI requires a mature data pipeline, clear ROI metrics, and a strategic framework. According to the SAS and Coleman Parkes study, only 21% of marketers are testing Agentic AI in live environments, while 51% plan to invest within the next year. This gap underscores the urgency for organizations to move from experimentation to implementation to stay competitive in the marketing landscape.
The study identifies three marketer groups based on Agentic AI maturity: Observers, Planners, and Adopters. Adopters are already scaling Agentic AI, with 63% implementing enterprise-wide AI strategies, compared to just 25% of Observers. Additionally, 42% of Adopters use AI extensively across campaign channels for real-time decision-making, while only 1% of Observers do the same. The study notes that 75% of Adopters believe they are using AI to its full potential, in stark contrast to just 7% of Observers. This disparity highlights a growing performance gap driven by differences in deployment and mindset.
Adopters are leveraging advanced Agentic AI applications, such as continuous learning agents (47%) and performance reporting (45%). The study reveals that 61% of Adopters have a strong understanding of Agentic AI, compared to just 3% of Observers. "Observers may be running out of time," said Mike Blanchard, Vice President, Marketing Technology and Personalization Solutions at SAS. "While they are still considering Agentic AI current adopters have moved beyond the passive capabilities of Generative AI to Agentic AI and are seeing real productivity and efficiency gains, cost savings, and an overall better customer experience being delivered. And they're not stopping there. Agentic AI early adopters, well versed in technology, are already incorporating quantum computing into their roadmaps, which will scale productivity and efficiency even further. In today's market – where AI adoption equals long-term competitive advantage – can any brand really afford to stand by and watch?"
While 90% of marketers express some level of trust in Agentic AI, fewer than 5% trust it fully. Similarly, 79% feel somewhat confident in their organization’s AI governance, but few are strongly confident. This indicates a need for stronger oversight as Agentic AI adoption grows, particularly as organizations scale autonomous systems.
Adopters are not only excelling in Agentic AI but also preparing for future advancements. Half (50%) of Adopters have incorporated quantum computing into their digital or innovation roadmaps, compared to just 25% of Observers. This forward-thinking approach positions Adopters to leverage quantum computing for enhanced productivity and efficiency, further widening the gap with less mature organizations.
The SAS and Coleman Parkes study, based on a survey of 300 organizations worldwide, underscores the transformative potential of Agentic AI in marketing. As Adopters continue to innovate, organizations still observing or planning must act swiftly to avoid being left behind in an increasingly AI-driven market.
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