CMO를 위한 에이전트 ID 가이드 : 에이전트 식별 정보 취득

This IDC Perspective, the second in the four-part CMO guide to agentic identifiable information (AII), examines the capture architecture required to recognize, validate, and record agent-mediated customer interactions. It specifies a seven-layer logical architecture, maps AII capture across seven journey stages, and defines versioning, structured-intent, and machine-readable content disciplines for enterprise marketing organizations in 2026."The expected scale and complexity of agentic identity data requires significant re-architecting of data infrastructure, schema, and decisioning systems. CMOs must coordinate with IT, security/ID, legal, and data teams to ensure a low-latency capability to verify and engage with agentic buyers in real time" according to Gerry Murray, research director, Enterprise Marketing Apps and Agents, IDC.

Executive Snapshot

• Key takeaways
• Recommended actions

Situation Overview

• Layer 1: Agent edge gateway
• Layer 2: Identity and trust service
• Layer 3: Consent and policy engine
• Layer 4: AII event store
• Layer 5: Content, product, and offer graph
• Layer 6: Activation APIs
• Layer 7: Observability and audit layer
• How they work together
• Capture across the agent-mediated "journey"

Advice for the Technology Buyer

• Actions for CMOs
• Procurement questions for vendors
  • A 12-month CMO road map

Learn More

• Related research
• Synopsis