New research from Gartner indicates two-thirds of brands will use agentic artificial intelligence (AI) to deliver personalized, one-to-one customer interactions by 2028.
In a Jan. 15 report, Gartner said autonomous, agentic AI systems that can act on a user’s behalf — will increasingly replace traditional, channel-based marketing approaches. Instead of managing campaigns by email, web or social channels, brands will rely on AI agents that operate continuously across marketing, sales, and customer support.
“This marks the end of channel-based marketing as we know it,” said Emily Weiss, senior principal researcher in Gartner’s marketing practice, in a statement.
The firm said the shift will force marketers to rethink their technology stacks, data practices and operating models. Brands that succeed with agentic AI will need stronger data governance, greater transparency in how customer data is used and tighter integration of AI systems into marketing platforms, Gartner said.
What Gartner learned about agentic AI and marketing
Weiss said marketers should also move to more frequent measurement of customer journeys. They should track changes weekly rather than quarterly or annually, as AI-driven interactions evolve faster than traditional campaigns. Without that discipline, she warned, brands risk losing control of personalization efforts and customer trust.
Gartner also forecast major changes in influencer marketing as AI-generated content becomes more prevalent. By 2027, brands will allocate 50% of influencer marketing budgets to initiatives focused on content authenticity and creator credibility, the firm said.
It expects those efforts to include identity verification, content provenance checks and safeguards against deepfakes. The efforts come particularly as AI-generated content becomes more visible in search results and social platforms.
A Gartner consumer community survey of 335 U.S. consumers conducted in October and November 2025 found that 78% said clear labeling of AI-generated content was “very important” or “the most important factor” in maintaining trust.
“Trust is now the most valuable asset in influencer marketing,” Weiss said.
She urged brands to adopt clear labeling standards, invest in third-party verification tools and monitor creator quality more closely.
Together, the forecasts signal a broader shift in how brands measure success, Gartner said. That moves away from channel performance and raw engagement metrics toward personalized experiences and trust-based indicators.
“The brands that act now will define the next era of marketing,” Weiss said. “Those that delay risk falling behind as technology and consumer expectations continue to evolve at unprecedented speed.”
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