36% of marketing-event respondents are building agentic AI products, and 81% are past exploration

Workflow & automation

Share of marketers at each stage of agentic AI adoption

Share of marketers at each stage of agentic AI adoption
Adoption stage	Share of respondents (%)
Building agentic AI products	36%
Piloting agents in a function or two	26%
Running agents in production across the business	20%
Still exploring, not deployed yet	19%

Reader Note:: Based on 230 unique respondents to the status question at the Agentic AI Meets Go-to-Market event. The four stages are mutually exclusive: 36% building agentic AI products, 26% piloting agents in a function or two, 20% running agents in production across the business and 19% still exploring. “Past exploration” (81%) is 187 of 230 respondents in the first three stages. The source says this measures activity, not business value. Respondents came from marketing and go-to-market events and were not exclusively CMOs.
Evidence:: Self-reported behaviour
Vendor interest:: Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Deduplicated respondents from Open Future Forum marketing and go-to-market events. Base 230 for the agentic status question and 218 for the impact question; respondents were not exclusively CMOs, and results describe event cohorts rather than all CMOs.

Good for

A rough sense of size and direction, and deciding what to look at first.

Exact numbers, or saying that one thing caused another.
This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
This comes from a company with a commercial interest in this market, so it is not a neutral source.

10%

of organisations are realising significant ROI from agentic AI in Deloitte’s 2025 survey of 1,854 EMEA executives

24–56%

of marketing tasks are currently performed using AI or ML, rising to over half in three years according to US CMOs (2026 survey)

Our Substack turns the data behind these cards into full breakdowns: what changed, why, and what to do about it.

90% of CMOs are experimenting with AI but fewer than 10% have scaled it or realized value across marketing workflows

42.3%

of wrong AI answers were overridden with incentives and item-level feedback in Study 3 versus 20.0% in the control group

14%

average increase in sales productivity reported from using AI in marketing by US companies (2026 survey)

77% of brands say AI-assisted influencer campaigns perform better