The Enterprise Case for Agentic Marketing: Up to 446% ROI

In 2026, Bluefish commissioned Forrester Consulting to conduct a Total Economic Impact™ study. In Forrester’s model of a $35 billion enterprise composite organization, 3% of brand revenue is attributable to AI channels in Year 1. Without any AEO investment, that share reaches 4% by Year 3, or $1.4 billion across a 20-brand portfolio. The new study projects what happens when a brand invests in Bluefish for AI performance.

In the model, Bluefish lifts AI revenue by 2.5% to 5% above the baseline in Year 1, and by 5% to 8% in Year 3. On the Year 3 baseline, a 5% lift is $70 million in net new revenue, and an 8% lift is $112 million.

The composite adopts Bluefish in stages: 5 brands in Year 1, 10 in Year 2, and all 20 in Year 3. Net new revenue grows with that coverage, from $7 million to $13.1 million in Year 1 to $70 million to $112 million in Year 3. At a 12% operating margin, Forrester projects $9.2 million to $15.5 million in present-value profit over three years.

Based on its low-, medium-, and high-impact scenarios, Forrester projects an ROI of 220% to 446% and a net present value of $6.4 million to $12.9 million, on total costs of $2.9 million. In the low-impact scenario, which uses the smallest lift, net benefits are still more than twice the cost.

Almost all of that value comes from revenue. Productivity savings from less manual analysis and higher-value content creation total $119,000 to $306,000 over three years, about 2% of projected benefits. The business case for Agentic Marketing is a revenue case.

The incremental revenue comes from specific work. Brand audits establish a baseline for how AI channels represent each brand. The Bluefish Agentic Marketing Platform then measures AI Visibility, AI Favorability, AI Influence, and related metrics, and prioritizes the optimizations likely to have the most impact. Forrester’s model links the resulting gains in presence and trust to higher revenue attributed to AI.

The study also names benefits such as closer collaboration across marketing functions, guidance on how to structure the AEO function, proactive detection of negative or inaccurate brand information, and more investment in earned media and offsite content.

Understanding how agentic marketing programs impact revenue is critical because measurement is where AEO programs stall. HubSpot’s State of AEO in 2026 report found that the lack of a clear ROI or measurement framework is the top barrier to AEO adoption among B2B marketers, and the second-largest among B2C marketers. One interviewee from the Forrester study, a director of SEO at a personal care company, described Bluefish’s forward-looking products as “what I would defend the budget for.”

Forrester created the composite organization based on interviews with six decision makers at organizations using Bluefish, with $7.1 billion to $51 billion in annual revenue, in industries from pharmaceuticals to travel. It combined their costs, benefits, and risks into the composite organization and risk-adjusted each estimate.

Forrester advises readers to use their own estimates within the study’s framework. The full study, New Technology: The Projected Total Economic Impact™ Of Bluefish, includes the assumptions behind each scenario. Download the study.