Gartner predicts a major shift in marketing strategies over the next few years, driven by the rapid adoption of agentic AI and rising concerns around trust in digital content.
By 2028, 60 percent of brands are expected to use agentic AI to enable streamlined, one-to-one customer interactions, effectively moving away from traditional channel-based marketing. These AI agents will function as persistent digital concierges across marketing, sales, and customer support, delivering hyperpersonalized and autonomous engagement at scale, Emily Weiss, Senior Principal Researcher in the Gartner Marketing practice, said in a report.
Here’s a list of companies that have deployed agentic AI and the benefits they’ve achieved:
H&M – Retailer
H&M implemented agentic AI to automate customer service interactions. As a result, the company solved about 70 percent of customer queries without human help, boosted conversion rates by around 25 percent and improved response times by roughly 300 percent.
Bank of America (Erica) – Financial Services
Bank of America’s agentic AI assistant Erica manages high-volume customer interactions, fraud alerts and personalized alerts. The bank has processed over 1 billion interactions, cut call center traffic by about 17 percent, and increased customer engagement by 30 percent.
Lufthansa Group – Airline
Lufthansa deployed an agentic AI support agent across multiple brands to answer customer queries and provide travel updates. This resulted in 80 percent of queries handled automatically, 60 percent faster response times, and a 40 percent reduction in live agent dependency.
Mercedes-Benz (E-commerce and Manufacturing) – Automotive
In e-commerce, Mercedes-Benz used multi-agent systems to interpret customer behavior and personalize touchpoints, increasing conversion and customer lifetime value. In manufacturing applications with predictive maintenance and workflow optimization, agentic AI reportedly helped reduce downtime and cut production costs by up to 15–25 percent, while boosting productivity by about 30 percent.
Siemens – Manufacturing
Siemens deployed agentic AI for predictive maintenance in industrial settings. Clients reported up to 40 percent reduction in maintenance costs, almost 55 percent increase in productivity, and significant reductions in unscheduled downtime.
DHL – Supply Chain and Logistics
DHL used an AI-powered autonomous agentic platform for real-time monitoring, risk mitigation and logistics optimization. The company achieved a 20 percent cut in logistics costs, 30 percent improvement in on-time delivery, and a 35 percent reduction in delays.
Mass General Brigham – Healthcare
The healthcare system implemented an AI copilot agent to automate clinical documentation and support clinicians. The deployment reduced documentation time by about 60 percent, improved clinician satisfaction, and sped up care delivery.
Verofax – Agentic AI Platform Provider
Verofax’s enterprise agentic AI platform is deployed across retail, tourism, transportation and other sectors to deliver personalized, multilingual, real-time interactions, helping companies enhance engagement and operational efficiency across digital and physical channels.
Quiq – Customer Experience Software
Quiq’s agentic customer-experience platform integrates autonomous AI agents into CRM workflows for digital interactions, helping enterprises lower contact-center costs and support revenue growth through smarter automated engagement.
Ola Krutrim (Kruti) – Consumer Agentic AI Assistant
Ola’s Kruti assistant (in India) performs multi-step tasks like booking taxis and ordering services in multiple languages, showcasing agentic AI’s potential for real-world, task-oriented assistance.
According to Gartner, this transformation will require marketers to strengthen data governance, closely monitor customer journey changes, and integrate agentic AI into their martech stacks to ensure secure and ethical personalization.
In parallel, Gartner forecasts that by 2027, brands will allocate 50 percent of their influencer marketing budgets to content and creator authenticity initiatives. This includes identity verification, content provenance checks, and anti-deepfake measures, reflecting growing concerns about AI-generated content and its impact on consumer trust. A Gartner Consumer Community survey found that 78 percent of U.S. consumers consider clear labeling of AI-generated content to be critical for maintaining trust.
Overall, Gartner says these trends signal a fundamental redefinition of marketing, shifting the focus from channels to AI-driven personalization, and from traditional engagement metrics to trust-centric metrics. Brands that act early are expected to gain a competitive edge, while those that delay risk falling behind as technology and consumer expectations evolve rapidly.
RAJANI BABURAJAN
