Category: News

G2 Research Finds AI Agents Reach Production as Oversight Costs Rise


  • 86% of B2B software buyers purchased AI agent software or services in the past year, a 25% increase from the previous year.
  • 31% say employees spend 6 or more hours each week bot-sitting (overseeing agent work), and 45% say that time consumes more than a quarter of the productivity gains they expected.
  • 38% of organizations run 100+ agents, and half have an agent budget of at least $1M, yet 47% still manage them informally or through decentralized models.
  • 84% of buyers say agent capabilities will influence their 2027 software choices, with 34% considering them a primary deciding factor.

 G2, the world’s largest and most trusted data source on B2B software, today published its 2026 AI Agents Report, titled “Crossing the Agentic Chasm,” which reveals where AI agents are delivering value, why some of those gains are eroding in production, and what businesses need to build trust and enable adoption at scale. Based on a survey of over 1,000 B2B decision makers, the report finds that 66% of B2B agent buyers now have agents in limited or scaled production, an 18% year-over-year increase. Yet, the productivity gains aren’t always keeping pace, as 45% say oversight and rework consume more than a quarter of expected gains.

G2’s findings from its 2025 Agents Report identified the Trust Gap, which stems from a lack of trust in agents despite their high reliability. The 2026 report reveals that this Trust Gap has led to a Distrust Tax — the cost of operating agents under constrained trust. G2’s study indicates one-third of B2B organizations with agents in production spend at least 6 hours per week overseeing agent work, and 45% say oversight and rework consume more than a quarter of their expected productivity gains. For agents to reach mass market adoption, more evidence about how agents work in their systems, clear ownership, and cost controls can help lower the Distrust Tax.

“AI agents are showing real signs of value, but much of it is being erased by oversight, rework, and exception handling,” said Tim Sanders, Chief Innovation Officer at G2. “An agent’s ability to do work is no longer creating the bottleneck to adoption; it’s now formed when organizations don’t trust agents to complete the work. Absent trust, agents are limited to isolated use cases and are slowing the market’s move into mainstream adoption. For agents to cross that chasm, pragmatists need real proof of credibility — not more marketing promises, but repeatable results in real workflows and the controls that make autonomy safe to extend.”

Key findings from G2’s 2026 AI Agents Insights Report include:

AI Agent adoption is advancing from pilots to production

Agents are moving beyond experimentation into workflows where companies can measure speed, quality, and cost.

  • AI agent adoption by B2B software buyers rose 25% year over year, from 69% to 86%, and 66% of companies now run agents in limited or full production.
  • Technology and retail saw the biggest rise in $5 million+ budgets, while healthcare leads the overall spending with 57% of organizations spending at least $1 million annually.
  • 4 in 5 organizations using agents in high-volume workflows report at least 11% improvements in cycle time, while nearly half see gains of at least 25%.
  • More than 8 in 10 (83%) buyers say agents improve employee satisfaction by reducing repetitive work, and 35% have redeployed employees into higher-value roles. Just 14% report reducing headcount.

The Trust Gap has created a “Distrust Tax”

The agent Trust Gap has begun to narrow as agents advance into production. However, bot-sitting and rework consume a significant portion of agent gains.

  • Nearly one-third (31%) of B2B buyers say employees spend at least 6 hours each week overseeing agent work.
  • 45% report losing more than a quarter of expected agent productivity gains due to oversight and rework, while 46% report higher-than-expected agent operating costs.
  • The Distrust Tax hits larger enterprises hardest: 27% require significantly more oversight, nearly twice the SMB rate of 15%.

Shadow Agents have become the new Shadow IT

Organizations lack visibility into which agents their employees use, who owns them, and the risks they may pose. As agent fleets grow, inventory, identity, visibility, and accountability are lagging.

  • 38% of organizations with agents in production operate more than 100 agents.
  • Almost half (47%) say agent ownership and controls remain informal or primarily department-led, compared to just 23% that are centrally governed.
  • Just 27% maintain a central AI agent registry, while 18% use automated discovery across sanctioned and unsanctioned agents, and just 14% have real-time observability into unusual behavior, costs, or risks.
  • Central IT and AI, data, and machine learning teams manage 49% of agent operating costs and collectively own 60% of governance accountability.

AI Agents are disrupting SaaS

Agents are changing both the products buyers want in their software stack and how they expect to pay for them. Traditional seat-based pricing models and disconnected products are becoming weaker fits for agent-driven work.

  • Just 9% of buyers consider per-user or per-seat pricing the fairest model for AI agents.
  • Pay-as-you-go models, including consumption and completed actions or tasks, rose from 38% in 2025 to 57% in 2026.
  • 72% say a strong ecosystem of connectors, actions, skills, or marketplace offerings is very important or a must-have for agent adoption.
  • By 2030, 56% of agent buyers expect agents to orchestrate work across their SaaS stack.

AI agents face a higher bar for proof than traditional software

Beyond testing, the real challenge begins when AI agents enter day-to-day workflows. Buyers need to understand what agents can reliably handle on their own and when human intervention is necessary.

  • Half of recent agent buyers use their own data science teams to verify vendor claims.
  • 4 in 10 ran a hands-on test or proof of concept, made reference calls, consulted analyst evaluations, or used independent benchmarks.
  • Before production, 52% require human quality review, 48% require security testing, and 41% need legal, risk, or compliance review. After deployment, 77% re-evaluate agents at least monthly.
  • 67% of B2B software buyers have high trust in their organization’s AI system, but 48% prefer agents with guardrails, 29% want them limited to specific tasks, and only 7% are comfortable with full autonomy.

Read more findings from G2’s 2026 AI Agents Report and explore G2’s recently launched beta version of AI Agent Evaluations to see how G2 is building trust for the agentic economy.

 

TEGNA Names Tim Thomas to Lead WXIA-WATL in Atlanta and WMAZ in Macon

Thomas moves from president and general manager of TEGNA’s Tampa and Jacksonville stations

TEGNA Inc. (NASDAQ: NXST) today announced that it has appointed Tim Thomas to lead WXIA, the company’s NBC affiliate in Atlanta, its sister station, WATL, and WMAZ, the CBS affiliate in Macon. He will be responsible for overseeing station operations across platforms and driving results for advertisers.

Thomas brings a proven track record of innovation and performance to the position. An experienced media executive with more than two decades of leadership across broadcast, digital, and station operations, Thomas is currently serving as president and general manager of TEGNA Florida, leading the company’s Tampa-St. Petersburg and Jacksonville operations and overseeing a multi-market strategy focused on audience growth, revenue, streaming and operational performance.

Thomas succeeds president and general manager Kristie Gonzales at WXIA-WATL and WMAZ. Gonzales has been named a vice president of ad sales, overseeing the sales teams in TEGNA’s Northeast and Southeast regions.

“Tim is a visionary leader who blends operational excellence with clear insight into what drives our future growth and success,” said Joan Barrett, group general manager for TEGNA’s Northeast and Southeast regions. “We are confident he will bring that same passion, energy, and proven track record to the Atlanta and Macon markets.”

“I was at WXIA earlier in my career, and I’m excited to return to continue the station’s success across platforms,” said Thomas. “I’m looking forward to working with the teams in Atlanta and Macon to create meaningful content and to develop new opportunities that will increase our impact for viewers and advertisers.”

Before assuming his role in Florida, Thomas served as president and general manager of TEGNA’s West Texas stations, KWES, KXVA, and KIDY, where he led all operations and significantly increased broadcast share. Under his leadership, KWES was awarded a Regional Edward R. Murrow Award for Overall Excellence in 2022. Prior to that, Thomas acted as station operations manager for WXIA-WATL in Atlanta, where he oversaw local on-air and digital programming and developed new business opportunities.

HMPG Promotes Amy Degregorio to EVP, Sales & Revenue

Amy DeGregorio, senior vice president, managing director of sales for educational/informational (E/I) programming for Hearst Media Production Group (HMPG), has been promoted to the newly created role of executive vice president, sales & revenue for the company.

As senior vice president since 2022, DeGregorio has led HMPG’s sales marketing team and new business-development initiatives, working with national brand advertisers, organizations and foundations. In her new role she will serve as a key member of HMPG’s executive leadership team and a strategic advisor to HMPG’s president on revenue growth, commercialization and new business opportunities, with responsibility for driving revenue strategy and overseeing sales and sponsorship activity across HMPG’s entire portfolio. Her expanded mandate encompasses all facets of HMPG’s business, including linear television programming, branded and digital-native content and emerging platforms.

“Amy has done an exceptional job building meaningful brand partnerships and seamlessly integrating sponsors into our E/I programming,” said Bryan Curb, president of HMPG. “As HMPG continues to expand, we want to bring that same expertise and strategic approach to our entire portfolio, creating new opportunities for brands to engage with our award-winning content and loyal audiences.”

Prior to her role as senior vice president, managing director of sales for E/I programming, DeGregorio was senior vice president, client solutions for Litton Entertainment, which in 2022 was rebranded as HMPG. She joined Litton in 2016 as senior director, integrated marketing, before being promoted to vice president, integrated marketing and, in 2020, senior vice president, client solutions. She joined Litton from CBS Television Stations, where she was director, strategic and integrated marketing. Prior to CBS, she held roles at NBCUniversal, truTV and ABC Television. She began her career at MTV Networks in music marketing and promotion.

DeGregorio holds a bachelor’s degree in media studies from New York University, where she graduated magna cum laude and made dean’s list.

HMPG’s current program portfolio comprises more than 30 original series and hundreds of hours of content annually on leading broadcast networks and station groups and on connected TV and streaming platforms. It has a library of 85 series (6,000 episodes) and its content can be found in 100 countries.

Arizent Launches 2027 Media Kits for Financial and Professional Services

New research, LEADERS thought leadership, custom content, and new American Banker executive summits help marketers reach decision-makers in 2027

Arizent today announced the release of its 2027 media kits across seven market-defining brands: Accounting Today, American Banker, The Bond Buyer, Digital Insurance, Employee Benefit News, Financial Planning, and National Mortgage News. The 2027 kits feature research calendars aligned to next year’s biggest budget priorities, premium thought leadership through Arizent’s LEADERS platform, custom content programs, and a full slate of events, including two new American Banker executive summits focused on risk and AI.

Prospective sponsors and agencies can download the 2027 media kits by completing the request form on Arizent’s website: https://www.arizent.com/media-kit.

“Marketers need partners who can put their expertise in front of the decision-makers who matter most,” said Whitney Parker Mitchell, Chief Marketing Officer at Arizent. “Our 2027 media kits bring together what our trusted brands do best: research that reflects where budgets are headed, editorially-powered thought leadership, custom content built around each sponsor’s goals, and events that connect sponsors directly with senior executives. Every program is customizable, so sponsors can build the combination that fits their objectives.”

What’s Notable for 2027

2027 Research Calendars Aligned to Where Budgets Are Going. Each community’s research calendar is built around the topics decision-makers say will drive 2027 spending, including agentic AI moving from pilot to production, fraud prevention and identity verification, on-chain finance, core modernization, and workforce and talent. Sponsors can align with syndicated studies, add custom questions, and activate findings through webinars, conference presentations, and content assets.

LEADERS: Elevated Thought Leadership. Sponsors can place executives in high-impact editorial environments, from moderated panel discussions to executive one-on-one interviews recorded remotely or in Arizent’s Live Media Studio in Manhattan. With the in-person option, sponsors have the ability to add a valuable networking moment with fellow panelists and invited guests, building relationships with existing customers and prospects.

Custom Content Built Around Sponsor Goals. Arizent’s custom content programs pair sponsors’ expertise with the credibility of its brands, producing assets such as whitepapers, e-books, and videos that are distributed to each community’s engaged audience.

Events, Including New American Banker Executive Summits. Sponsors can engage executives across Arizent’s in-person and virtual events as thought leaders and solution providers through keynotes, fireside chats, panel discussions, and demo sessions. New for 2027, American Banker is launching executive summits focused on risk and AI, joining its existing on-chain finance summit.

Integrated Programs That Work Together: Arizent’s content, media, demand generation, and event opportunities are designed to work together around shared themes. Sponsors can connect research, LEADERS thought leadership, custom content, demand generation and event sponsorships into a single integrated program, reinforcing one message across every touchpoint, engaging the same decision-makers throughout the year, and turning that engagement into qualified leads.

Brand Highlights

American Banker: Reaches 940,000 banking, credit union and payments professionals, with 75% in leadership roles. 2027 coverage focuses on AI and technology innovation, risk, policy and regulation, M&A, fraud and identity, payments and on-chain finance, and consumer and small-business banking.

The Bond Buyer: Serves 156,000 municipal finance professionals, 78% in leadership. Coverage includes policy and regulation, market intelligence and data, national and regional infrastructure, public-private partnerships, and bond insurance.

Digital Insurance: Engages 113,000 insurance professionals, 78% in leadership positions. Coverage centers on AI, data science and strategy, customer experience, digital transformation, emerging specialty lines, and insurtech.

Employee Benefit News: Connects with 311,000 HR and benefits professionals, 75% of whom are leaders. Coverage spans HR and benefits technology, employee engagement and culture, financial wellness, and health and wellness.

Financial Planning: Reaches 541,000 wealth management professionals across RIAs, independent broker-dealers, wirehouses, and bank advisors, with 70% in leadership roles. Coverage focuses on investment strategies, wealthtech, practice management, tax and high-net-worth planning, advisor recruiting and retention, and retirement.

National Mortgage News: Serves 229,000 professionals across originations, servicing, technology, and risk and compliance, with 68% in leadership. Coverage includes digital mortgages, next-generation buyers, regulation and GSE reform, emerging technology, and affordable housing.

Accounting Today: Reaches 1 million tax and accounting professionals at firms from solo practices to the Big Four, with 70% in leadership roles. Coverage spans tax law, accounting standards, technology, audit and assurance, practice management, and wealth management.

Availability

The 2027 media kits and community newsletters are available now. To request access, complete the form on Arizent’s site: https://www.arizent.com/media-kit.

Louisville’s RedTag Bets on Strategy as AI Accelerates Marketing

Independent agency unveils new brand and website, and co-hosts Louisville’s PROOF AI Workshop

 

RedTag, an independent Louisville-based marketing agency, this month unveiled new positioning, marking its evolution from a digital performance agency into a strategy-first marketing partner. The move comes as AI makes execution faster than ever, and RedTag is betting that strategy, not speed, is what will set businesses apart. Clients can now choose from outcome-based programs that best fit their marketing needs. 

 

“Clients don’t come to us needing more tactics. They come to us needing a path,” said Russ Renbarger, founder and CEO of RedTag. “Our new brand says out loud what our work has shown for years: We start with strategy and build everything on that foundation.”

RedTag built its reputation on high-performing paid digital campaigns. Over the years, the agency expanded into strategy, creative, video production and website development, giving clients one partner for the full scope of their marketing. Most recently, a team of automation specialists has integrated AI across the agency to speed up production and analysis, guided by an internal AI policy that keeps people accountable for quality. The time AI saves goes back into strategy: knowing what to say, who to say it to and why.

“Our best client relationships have always been partnerships, where we’re in the room when the big decisions get made,” said Alison Conway, chief client officer at RedTag. “This evolution is about bringing that strategic partnership to every client.”

On Oct. 14, RedTag co-hosted the PROOF AI Workshop with Slingshot, Vsimple and Advanced Business Solutions. The hands-on event gave Louisville business leaders practical experience applying AI to their own work. RedTag led the event’s AI in Marketing and Branding track, with four sessions ranging from AI search optimization to a playbook for adopting AI across an organization.

“AI can produce hundreds of ads in an afternoon, but it can’t tell you which one your brand actually needs and why,” Renbarger said. “The faster the tools get, the more valuable human-led strategy becomes.”

RedTag was named the agency of record for the Commonwealth of Kentucky in 2025. Its client list includes PGA of America, Castle & Key Distillery, Bourbon Barrel Foods, ShopCaterpillar and American Beverage Marketers. Since 2023, RedTag’s work has received two Emmy Awards and more than 35 ADDY and AIGA awards. The agency is a four-time Louisville Business First Fast 50 honoree and was named one of the 2026 Best Places to Work in Kentucky.

To learn more about its outcome-based programs, visit RedTag Programs

Charleston Orwig Collective’s C.O.nxt and Jigsaw Join Forces With 5by5 Agency

Award-winning agencies’ footprint to expand across Midwest and Southeast and strengthen expertise across healthcare, food, agriculture and purpose-driven industries

Demand Spring Announced the Launch of Marketing Transformation Offers

Series of offers built to address specific, recognizable problems facing CMOs

The Herald Group Names Steve Rice SVP to Lead Grasstops and Field Ops

Veteran public affairs strategist brings more than 20 years of experience to strengthen the firm’s longstanding, nationwide advocacy capabilities

ShopBack Launches SparkHub to Track Creator Content Sales

With student creators, NIL athletes and Dallas Cowboys Cheerleader Faith Ward as the newest ambassador, SparkHub gives brands a timely way into tracked creator-led commerce ahead of the holiday shopping season

ZoomInfo Named a Flagship Data Partner for Salesforce’s Hunter

Salesforce customers using Hunter can combine CRM and sales context with ZoomInfo intelligence to research accounts, find relevant prospects, and prepare personalized outreach, all within Salesforce.