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СпутникиРНSpaceXРоскосмосNASAThis IDC MarketScape evaluates agentic marketing platforms available to enterprise organizations and provides essential guidance for technology buyers in this segment. This study defines the market, evaluates vendors serving enterprise buyers, and assesses platforms against a broad definition of agentic AI. IDC finds that autonomy and system integration are largely solved problems in this market, while independent judgment and cross-agent coordination remain works in progress. Given the governance, ROI, and security scrutiny enterprise deployments face, IDC advises buyers to evaluate platforms as they would evaluate a new hire, with clear supervision, defined scope, and ongoing performance review."Enterprise buyers should scrutinize vendors' agentic marketing solutions on interoperability, governance, and road maps as well as on proprietary IP, best practices, data assets, and cost transparency because at scale, those are the defining differentiators," said Gerry Murray, research director, Enterprise Marketing Applications and Agents at IDC.
This IDC MarketScape evaluates agentic marketing platforms available to enterprise organizations and provides essential guidance for technology buyers in this segment. This study defines the market, evaluates vendors serving enterprise buyers, and assesses platforms against a broad definition of agentic AI. IDC finds that autonomy and system integration are largely solved problems in this market, while independent judgment and cross-agent coordination remain works in progress. Given the governance, ROI, and security scrutiny enterprise deployments face, IDC advises buyers to evaluate platforms as they would evaluate a new hire, with clear supervision, defined scope, and ongoing performance review.
"Enterprise buyers should scrutinize vendors' agentic marketing solutions on interoperability, governance, and road maps as well as on proprietary IP, best practices, data assets, and cost transparency because at scale, those are the defining differentiators," said Gerry Murray, research director, Enterprise Marketing Applications and Agents at IDC.
Coverage| # | Наименование новости | Тональность | Информативность | Дата публикации |
|---|---|---|---|---|
| 1 | IDC MarketScape: Worldwide Agentic Marketing for Midmarket Organizations 2026 Vendor Assessment | 0 | 6.62 | 25-09-2026 |
| 2 | From SaaS Seats to Coworker Outcomes: New Metrics and Pricing Models for Automated Marketing | 0 | 7.13 | 06-10-2026 |
| 3 | Market Analysis Perspective: Worldwide Sales Productivity and Performance, 2026 | 0 | 7.42 | 30-09-2026 |
| 4 | Rebuilding Marketing Content for AI-Orchestrated B2B Buyer Journeys | 0 | 7.84 | 24-09-2026 |
| 5 | Worldwide Healthcare Provider Go-to-Market Handbook, 2026 | 0 | 8.59 | 30-09-2026 |
| 6 | Klaviyo Closes Enterprise Capability Gaps, Repositions as Autonomous B2C CRM, and Adds $100+ Billion to its TAM | 0 | 9.57 | 29-09-2026 |
| 7 | IDC Survey Spotlight: How Do B2B Buyers Across Market Segments Use Social Channels? | 0 | 7.32 | 25-09-2026 |
| 8 | Claudeforce: The Future of (Marketing) Work Is Chat | 0 | 8.24 | 30-09-2026 |
| 9 | 市场份额：中国AI增强的销售管理型CRM市场份额，1H26 | 0 | 10 | 24-09-2026 |
| 10 | Market Analysis Perspective: Worldwide Endpoint Device Management and Enterprise Mobility, 2026 | 0 | 6.66 | 29-09-2026 |