Agentic AI is widening the marketing maturity gap — only 21% experimenting

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A study by SAS and Coleman Parkes, surveying 300 marketing decision‑makers globally, reveals a growing divide in how firms are adopting or preparing to adopt agentic AI. While 51% of respondents say their organisations will invest in agentic AI within the next 12 months, only 21% are currently experimenting with it in live environments.

Marketers are grouped into three maturity tiers: Observers (those who expect adoption in up to two years), Planners (intend to adopt within a year), and Adopters (already scaling agentic systems). The gap in outcomes between these tiers is stark. Among Adopters, 63% have enterprise‑wide AI strategies, compared to just 25% of Observers. On real‑time decision‑making across campaign channels, 42% of Adopters are there, versus only 1% of Observers.

Understanding and comfort with the concept also varies: about 61% of Adopters say they have a strong understanding of agentic AI, while only 3% of Observers say the same. Adopters are also more likely to use advanced capabilities like continuous learning agents and performance‑reporting tools.

Yet trust and oversight remain weak links. While ~90% express some trust in agentic AI, very few trust it fully. Less than 5% of marketers claim full trust; governance is seen as imperfect by a wide margin.

For brands, the findings signal urgency. To avoid falling into the Observer camp, companies need data‑mature foundations, operational readiness, governance frameworks, and a mindset shift: from using AI as a tool, to integrating AI agents into workflows. The winners will be those who move first, build responsibly, and measure outcomes.