Worldwide AI-Enabled Marketing Platforms Vendor Assessment

This document is an IDC MarketScape vendor assessment focused on worldwide AI-enabled marketing platforms for enterprise companies in 2025. It outlines the current landscape of generative AI and agentic AI within marketing technology, emphasizing the need for enterprises to evolve from basic use cases to comprehensive capabilities that integrate across customer experience (CX) functions. The assessment highlights the challenges faced by large organizations in adopting AI technologies, particularly in aligning these tools with existing systems and processes. It also discusses the importance of organizational readiness and executive sponsorship for successful deployment. The document details the criteria for vendor inclusion, including marketing orientation, built-in AI functionality, stability, and industry recognition. Additionally, it provides advice for technology buyers on best practices for integrating generative and agentic AI into their marketing operations, emphasizing the need for rigorous governance and effective change management strategies.