CMO's Guide to Know Your Agent

This IDC Perspective provides guidance on applying and complying with know your agent (KYA), a governance and verification framework for managing interactions with agentic buyers. KYA implementation is a critical step on the path to agentic commerce readiness. "Brands require new frameworks to manage agentic identity, trust, and accountability. Know your agent is an emerging standard for marketing organizations, and they should embrace KYA if they want to lead as agentic commerce scales. Learn from the share losses that unprepared brands suffered when webstores and mobile commerce scaled after deceptively slow starts." - Gerry Murray, research director, Enterprise Marketing Apps and Agents at IDC