Gartner Predicts 60% of Brands Will Use Agentic AI to Deliver Streamlined One-to-One Interactions by 2028

By 2028, Gartner forecasts that a substantial 60% of brands will leverage agentic AI to create seamless and personalized one-to-one interactions with customers. This transformative approach will move away from conventional channel-based marketing strategies, ushering in an era of autonomous and highly customized engagement. These AI agents are envisioned as persistent digital concierges, capable of spanning marketing, sales, and support functions to deliver hyper-personalized experiences. The shift necessitates that marketers strengthen data governance, embrace transparency, and adapt their organizational models to thrive in an AI-driven future. The firm emphasizes that marketing organized around separate channels is becoming ineffective, with marketing teams now needing to prioritize data quality, governance, and continuous oversight. Furthermore, Gartner highlights the rising importance of trust, especially concerning AI-generated content. A survey in late 2025 revealed that 78% of consumers consider explicit labeling of AI-generated content very important for maintaining trust, suggesting brands must adopt clear labeling, invest in third-party verification, and monitor creator engagement quality.