New Global Study from Hotwire, ROI·DNA and House of Beautiful Business Shows AI Is Becoming the Next Colleague-and the Next Customer
SAN FRANCISCO, Jan. 21, 2026, ROI·DNA, and the House of Beautiful Businessreleased new research on the rise of Agentic Organizations- businesses that are not only utilizing AI but starting to treat AI agents as part of the workforce. This study of 900 global business leaders reveals how AI is rapidly shifting from a supportive tool to an autonomous force inside and outside organizations. While AI is already reshaping workflows, decision-making, and career paths, influencing purchase decisions and even completing transactions on their behalf, the findings are clear: your next colleagues and customers will soon be AI too.
Key Findings
- 69% say AI makes them feel more empowered, yet 56% believe AI could do most of their job within five years
- 21% feel they already interact with AI like a colleague, and 62% said that they would welcome having an AI employee to handle routine tasks
- Most strikingly, 43% said they would be comfortable being managed by an AI that not only assigns tasks but reviews their performance
- 82% rely on AI tools for advice on purchasing decisions; 32% would trust an AI assistant to make purchases autonomously
"AI is actively playing a role in how work and life gets done," said Grant Toups, Global CEO at Hotwire and ROI·DNA. "But there is some dissonance in the experience. People feel more empowered using it but also see how quickly their roles may change. From a consumer perspective many already trust AI to make decisions, including purchases on their behalf. At work, AI is increasingly acting as a colleague, working alongside humans and may soon manage them. For marketing and comms leaders, the message is clear: we have a new machine audience to engage or risk missing the moment."
The need for marketing and comms leaders to adapt to AI as a channel is well understood. 60% of businesses say they actively monitor how AI agents are describing their brand, although 22% are not confident that the AI summaries accurately reflect their brand. And auditing your brand alone is not enough in a reality where AI agents are the first customer touchpoint; brands now must take action as people look to AI to answer, recommend and act on this advice by using GEO tools like Hotwire Sparkand Hotwire Radiateto make themselves more visible, relevant and trusted.
Hotwire continues to be at the forefront of AI research and thought leadership, supporting brands as they navigate the rapid pace of change and innovation. This Agentic Organizations report is the third report in Hotwire Global and House of Beautiful Business' series into how brands are adapting to this new AI-centric world, providing insights and actionable advice to help brands deploy the right business, marketing and comms strategies to thrive.
The Agentic Organizationsresearch combines quantitative and qualitative insights to capture how agentic AI is transforming work and consumer behavior. The research is based on and includes:
- A survey of 900 professionals across the U.S., Europe, and Singapore completed in November 2025 by Pollfish
- In-depth interviews with experts in AI, organizational design, cybersecurity, and behavioral science
- A virtual convening of practitioners and researchers to surface early signals and barriers
- A written dialogue between an AI innovator and a cyberpsychologist, offering contrasting perspectives on human and machine agency
For further details or to download the full report, please visit: https://www.hotwireglobal.com/agentic-organizations/?utm_source=PressRelase&utm_medium=organic&utm_campaign=AgenticOrganizations
About Hotwire Global
Hotwire Globalis the tech PR, communications, and marketing consultancy that includes ROI·DNA. Globally, top technology brands partner with us for expert consultancy to scale and support their businesses. Found at the intersection of technology and humanity, we weave global experience and local expertise to define, measure, and repeat success across reputation, relationship, and revenue campaigns.
Hotwire is part of The Enero Group. Follow us hereto see how 25 years at the forefront of communications and marketing help Hotwire make the technical, irresistible.
About House of Beautiful Business
The House of Beautiful Businessis the network for the life-centered economy. Our mission is to create a new kind of business that is more purposeful, inclusive, and sustainable, in one word: beautiful. Thought leadership-driven, community-powered, and experience-based, we bring together business leaders, economists, policy-makers, technologists, scientists, artists, and activists through in-person gatherings, online programs, consulting, publications, performances, and art. We inspire and enable them to shape an economy that honors all forms of life.
Contact:
Hotwire Global
Kimberly Otzman
kimberly.otzman@hotwireglobal.com
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