“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself” — Peter F. Drucker*

This isn’t about James Bond—it’s about Agentic AI, the next evolution in AI-driven automation. AI is no longer just a tool; it’s an autonomous agent. Traditional AI generates insights. Agentic AI takes action—executing tasks, optimizing workflows, and driving business outcomes independently. Decades ago, Peter Drucker suggested that products could one day sell themselves—a lofty ideal at the time. Today, technology is rapidly turning that vision into reality. Powered by AI agents, products can now learn from customers, adapt to their habits, and anticipate their needs—bringing us closer than ever to truly self-selling solutions. But just like James Bond needs the right gadgets, your AI agents need the right setup and data to succeed. How to win–fast:

• Build on a proven agent foundation. Don’t start from scratch–Agentic AI is the next phase of the evaluation of software agents in business, therefore, avoid reinventing, build on best practice from previous phases of multi-agent systems (MAS), and smart devices and the Internet of Things (IoT).
• Get your data ready. Use distributed dataspaces with built-in tools for data governance and secure transactions—not just across internal silos, but across company boundaries, supply chains, and market channels.

Research and insights from early adopters confirm that a strong tech foundation is crucial for success and achieving ambitious ROI targets. Learn more in our deep-dive paper:

Schlueter Langdon, C. (2025). Agents (are back). Research Note (RN_DCL-Drucker-CGU_2025-03_2), Drucker Customer Lab, Peter Drucker School of Management, Claremont Graduate University, Claremont, CA.

* Drucker, P. 1967. The Effective Executive. Harper & Row: New York, NY