Many marketers struggle to measure the ROI of their martech investments, despite increasing spending in this area. Key issues include martech immaturity, lack of integration, and the perception of martech as a one-time purchase rather than a continuous capability. To address these challenges, organizations should reframe their approach to martech, focusing on outcomes and simplifying their tech stacks.

The article explores the three layers of return on investment (ROI) for AI agents, focusing on their operational, strategic, and transformative impacts on businesses. It emphasizes the importance of understanding these layers to fully leverage AI technology and improve decision-making processes. By analyzing each layer, businesses can better quantify the value generated by AI investments.