MarTech: Why agentic AI is the next big shift in CX strategy

Agentic AI helps brands anticipate needs, simplify journeys and blend human judgment with AI speed for faster, smarter customer experiences.

This article was written by Greg Kihlström for MarTech. Read the full article here.

As enterprises expand AI adoption across both internal teams and end consumers, agentic AI stands out for its potential to elevate customer experience through autonomous and semi-autonomous actions. By enabling faster, more personalized interactions, agentic AI is driving demand for practical ways to deploy it at scale.

The proof is in the investments. The global autonomous agents market is valued at $4.35 billion in 2025 and is forecast to surpass $100 billion by 2034 — a compound annual growth rate of more than 42%. Microsoft’s earlier projections of a $3.50 return for every $1 spent on generative AI alone point to even greater promise for agentic investments.

Still, as appealing as automation may be for enterprises under constant pressure to do more with less, the risk lies in using it poorly — creating the digital equivalent of phone-tree doom loops or dumb chatbots that frustrate rather than help.

What does agentic AI in customer experience actually look like — and what should enterprises aim to achieve with it? Just as important, where does automation risk adding complexity instead of value? Let’s explore.

This article was written by Greg Kihlström for MarTech. Read the full article here.