Decisioning and next-best-action are marketing leaders' top AI investment.

34% of Marketing Leaders Agree on One Thing

Enterprise marketing leaders rarely agree on where to invest next. Priorities usually split across analytics, data, orchestration, and governance.

LXA's latest research found a clear exception. Decisioning frameworks and next-best-action emerged as the most frequently selected capability for accelerating the shift toward agentic marketing, chosen by 34% of respondents. It ranked ahead of analytics and modelling (31%), experience orchestration (19%), customer data foundations (11%), and governance (5%).



The finding is reinforced across industries. Ecommerce/Retail (39%) and Telecommunications (37%) show the strongest support, while Financial Services (31%) and Gambling/Gaming (25%) also rank decisioning as their top priority. Rather than reflecting the needs of a single sector, the results point to a broader shift in enterprise marketing strategy.

Why This Matters

Many technology investments deliver incremental improvements. Decisioning is different because it becomes more effective over time. Every interaction generates feedback that helps improve future recommendations, creating a system that continuously learns rather than simply automates existing processes.

That makes it a foundational capability for organizations moving toward agentic marketing, where AI must make increasingly autonomous decisions aligned with business goals.

The Gap Between Priority and Practice

Recognizing the opportunity is only the first step.

Despite the strong consensus around decisioning, only 13% of organizations report that commercial priorities are systematically embedded into their decision systems. Most still rely on planning documents, manual processes, or inconsistent human judgment to guide customer interactions.

Until business priorities are translated into operational logic, AI cannot consistently make decisions that support commercial objectives.

The Bottom Line

The research suggests that enterprise marketers are becoming more selective about where AI creates value. Rather than focusing solely on deploying more tools, many are prioritizing the systems that determine how those tools make decisions.

Organizations that invest in decisioning capabilities today will be better positioned to turn AI into a repeatable commercial advantage as agentic marketing continues to mature.



Read the full report - A Structural Blueprint for Architecting Agentic Marketing at Enterprise Scale