Connecting customer context to measurable ROI with agentic marketing

* Agentic marketing uses AI agents grounded in trusted customer, business, and decision context to recommend the next best action for each customer, within guardrails that marketers set. * Identity resolution becomes more important in an agentic model, because agents can only act as intended when grounded in real-time, governed context that connects known and anonymous signals. * Measurement moves into the decision loop, where incrementality shows what changed because marketing acted and gives marketing and finance a shared basis for investment decisions.