Forrester published a readiness tool for marketing teams weighing AI agents. The tool sorts agents into seven marketing categories. These cover data, analytics, measurement, content, operations, orchestration and experience delivery. It lists 52 possible use cases, from building customer profiles to retention-risk scoring. Marketers rate each use case on priority, people, process and technology. The tool then calculates a readiness score to guide a roadmap. Forrester argues teams cannot run unlimited agents, since each needs upkeep and monitoring. It also notes AI is consuming a growing share of marketing budgets. The adoption figures come from Forrester's Q2 2026 CMO Pulse Survey of B2C marketing decision makers.
What changed
Forrester's 2025 guide only assessed overall organizational readiness.
What it unlocks
Scoring individual marketing agent use cases for readiness before investing.
- 83% implementing agentic AI
- 85% see business value
- 7 categories, 52 use cases
What you need to act on it
- Forrester research subscription
Sources