Bethesda, MD - Marketing Technology leaders should avoid reactive, FOMO-driven investments in Agent AI, and instead build internal knowledge and operational muscle to scale these promising technologies effectively, according to new research and models released today by independent MarTech analyst firm, Real Story Group.

Image source: RSG via ChatGPT

Much like the e-commerce wave of the 1990s, today’s Agent AI revolution is catching enterprises off guard. The pace of innovation, driven by technology specialists and startups, is outstripping the ability of most organizations to adapt. MarTech leaders can successfully incorporate Agent AI into stack modernization plans, but need to make solid decisions on approach and readiness to gain competitive advantage.

RSG's new offering provides architectural reference models, use case patterns, vendor landscape insights, readiness assessments, and playbook examples to help MarTech and Digital teams transition from crawl to walk on their Agentic AI journey.

"Most RSG clients have not yet experimented seriously with agents yet," notes RSG Principal Analyst, Scott Simmons, "But these capabilities are starting to show up within MarTech platforms, so it's essential to take a critical, structured approach to how and where to deploy them for maximum impact and minimum risks."

RSG Vice President Apoorv Durga adds, "Even more so than the current AI market, Agents will likely emerge from pure-play vendors of varying degrees of maturity and scope, so MarTech leaders will want to understand key supplier differences, even before testing different platforms."