CMO's Guide to Agent Identifiable Information, Part 1: A Data Schema for the Agent-Mediated Customer

This IDC Perspective is the first one in the four-part CMO guide to agentic identifiable information (AII). It defines agentic identifiable information and specifies the data schema that the rest of the AII operating model depends on. It positions AII as a subset of PII; introduces the knowledge graph view of customer, agent, account, device, payment, content, and consent relationships; and lays out schema principles, AII data domains, and the minimum viable AII profile that should govern every investment in capture, processing, and activation."Like PII, AII will be foundational to determining which brands gain or lose share in agentic commerce and marketplaces; brands will be unable to compete without it. AII is structurally different than PII and will require new data fields and schema to operationalize, and given the unpredictable but certainly near-term dawn of agentic commerce, most brands will be hard pressed to prepare fully, leading to some awkward conversations in the boardroom for CMOs," according to Gerry Murray, research director, Enterprise Marketing Apps and Agents, IDC.