Gartner Survey Finds 45% of Martech Leaders Say Existing Vendor-Offered AI Agents Fail to Meet Their Expectations of Promised Business Performance

• Eighty-one percent of marketing technology leaders are either piloting AI agents, or have already implemented AI agent initiatives across their organizations
• Among leaders who are piloting or implementing AI agents, 89% expect their AI agent initiatives to deliver significant business performance benefits for their enterprise
• Half of leaders say their organizations lack the technical and data stack readiness required for AI agent deployment

“AI agents have promised to revolutionize marketing, but for many martech leaders, vendor-offered solutions are failing to deliver the expected results,” said Aparajita Mazumdar, Senior Principal, Research, in the Gartner Marketing Practice. “To fully realize the benefits of AI, CMOs must also look inward and address gaps in their technical and data infrastructure.”

“AI agents are rapidly reshaping the marketing landscape, with leaders eager to harness their potential for content production and campaign optimization,” said Benjamin Bloom, VP Analyst in the Gartner Marketing Practice. “However, business value is the yardstick CMOs should use to evaluate these investments, rather than vendor hype.”