Agentic AI Will Make the CMO’s Role More Consequential
As AI agents become increasingly capable of acting on consumers' behalf, marketing is entering a new era—one in which brands will need to compete not only for customers' attention, but also for the trust of the intelligent systems helping them make decisions.
In a new thought leadership article published by Boston Consulting Group (BCG), Yale Center for Customer Insights' Ravi Dhar, Jennie Liu, and Jon Iwata join BCG's Lauren Taylor and Janet Balis, to examine how agentic AI is fundamentally changing the role of marketing.
The article argues that AI agents will reshape how consumers discover, evaluate, and purchase products, requiring organizations to rethink everything from brand stewardship to customer intelligence and marketing operating models. Rather than diminishing marketing's importance, the authors contend that agentic AI elevates the function's strategic role—placing marketers at the center of designing experiences, building trust, and helping organizations respond to richer, real-time signals about customer needs.
The collaboration reflects YCCI's ongoing work at the intersection of behavioral science, consumer insight, and emerging technology. As organizations navigate rapid advances in AI, the Center continues to partner with leading companies and researchers to better understand how technology is changing customer behavior—and what that means for the future of business.
The full article, "Agentic AI Will Make the CMO's Role More Consequential," is available on the BCG website.
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