The CMO Guide to Agentic Buyers: From Reach to Response

This IDC Perspective is written for CMOs preparing to compete in the agent-mediated markets by 2030. It examines the emergence of autonomous, AI buyer agents transacting on behalf of individuals and organizations and the implications for enterprise marketers. It covers the agentic shopping maturity model, infrastructure landscape, B2B and B2C marketplace developments, and a 24-action implementation road map."Agentic shopping is the first digital channel that makes database marketing practices and infrastructure obsolete. IDC forecasts AI agents will drive $500 billion in U.S. digital commerce, representing 25% of U.S. retail digital commerce by 2030. I would not want to be in the position of a CMO that is unprepared as 25% of revenue shifts to a channel I cannot compete in," said Gerry Murray, research director, Enterprise Marketing Apps and Agents at IDC.