No. 0029
Published
Agentic scenarios every marketer must prepare for
Why it matters
As AI agents mediate discovery and purchase, BCG argues brands must optimise for two things: discoverability (being findable by the agent) and desirability (being genuinely wanted by the human the agent serves). Projected impact: 5 to 10 percent incremental top line growth and 15 to 20 percent cost efficiency. Nearly 90 percent of CMOs are experimenting, fewer than 10 percent have deployed end to end workflows.
The source
BCG
Agentic scenarios every marketer must prepare for
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