Tech Marketers: Reorient Marketing Practices to Address AI Uncertainty for Buyers

This IDC Market Perspective examines how technology vendors must adapt marketing strategies to address growing buyer uncertainty around AI and agentic AI investments. Drawing on IDC's latest Future Enterprise Resiliency and Spending (FERS) Survey, it highlights how technology vendors must reorient AI and agentic AI go-to-market strategies around AI governance, risk transparency, and business outcomes. The document details what content, proof points, and vendor behaviors buyers find most useful and outlines concrete actions to help vendors accelerate AI adoption and improve buyer confidence to win long-term customer loyalty."Technology vendors must adjust their marketing practices to treat AI and agentic innovation as a transformation mandate," said Sudhir Rajagopal, research director, IDC CMO Advisory. "As buyers navigate AI adoption amid an uncertain market, tech marketers that effectively communicate how their solutions and offerings promote transparent governance, measurable value, and real-world operational proof points will earn the trust and confidence of technology decision-makers."