2025年AI智能体时代平台战略新范式报告-

Thenewrulesof

platformstrategyintheageofagenticAI

Fiveprioritiestohelpcompaniesalignpeople,platformsandintelligence

Authors

FrédéricBrunier

SeniorManagingDirector—GlobalLead–TechnologyStrategyandLead–Strategy,EMEA

FrédéricisAccenture’sLeadforTechnologyStrategy.Heworkswithmanagementand

executiveboardstodrivevaluefromaligningandleveragingtechnologyandAItodelivercorporateandbusinessstrategyoutcomes.

ThisenablescompaniestogethigherROI

frominvestmentintechnologyandAIwhile

strengtheningtheintersectbetweenbusiness,ITandecosystempartners.

ChristopherRoark

SeniorManagingDirector—GlobalLead–Cost&ProductivityandLead-Strategy,Americas

Chrisworkswithboardsandmanagementteamstoshapegrowthstrategies,redesignoperatingmodelsanddriveenterprise-widecostandproductivityreinvention.Hisworkhelpsorganizationsmanagecomplexity

andunlocknewvaluethroughAI,dataandplatforms.

SuryaMukherjee

PrincipalDirector—AccentureResearch

Suryaleadsglobalcloudandplatforms

researchatAccentureandoverseesthefirm’sTechnologyResearchagendain

Europe.Hebringsmorethanadecadeofexperienceadvisingenterprisesoftwarevendorsandglobalorganizationson

technologyandplatformstrategy.

TheauthorswouldliketothankChristianLennerzandJordiParisfortheircontributions.

ThenewrulesofplatformstrategyintheageofagenticAI2

Executivesummary

Fordecades,enterpriseplatformshavepoweredmodern

business,runningfinance,humanresources(HR),supply

chainandcustomermanagement.YetinanAI-firstworld,

thatfoundationisfastbecomingobsolete.AgenticAIis

transforminghowworkgetsdoneandhowvalueiscreated,whilecustomerandcompetitivedynamicsaremovingfasterthantraditionalplatformscanadapt.

ManyorganizationsremainweigheddownbyduplicatedandcomplexsystemsbecausetheytreatAIandplatformsasseparatedomains,pilotingtoolsinsteadofembeddingintelligenceintothecore.Theresultisfragmentation,

inefficiencyandmissedopportunity.

Tounderstandhowcompaniescanbreakfreefromthispattern,wesurveyedmorethan1,000executivesacross12countriesand10industries.Thefindingsarestriking:

companiesthataligntheirAI,platformandbusiness

strategiesoutperformpeersbyawidemarginonaverage,doublingrevenuegrowthandincreasingprofitabilityby

upto37%.Theseleaderstreatplatformsnotasstaticinfrastructurebutaslivingsystemsofintelligence,

ThenewrulesofplatformstrategyintheageofagenticAI3

continuouslylearning,adaptingandscaling.

Theymodernizetheirdigitalcores,clarifyhowhumans,

platformsandAIagentsworktogetherandreimaginehowworkitselfisstructured.Thegoalisnotreplacementbut

reinvention,integratingpeople,platformsandintelligenceintoasingle,adaptivearchitecturethataccelerates

performanceandgrowth.

Inshort,theyareplayingbynewrules.ThisreportexploresthefiveprioritiesthatdefinethenextgenerationofplatformstrategyinanageofagenticAIsystems:

•Architectforthefuture–Buildplatform-awareinfrastructurethatallowsAItoscaleseamlessly.

•Designafit-for-purposefoundation–Modernizethedigitalcoreforagilityandreal-timeinsight.

•Articulatetheinterplay–Defineclearrolesforhumans,platformsandagentstoensureorchestrationand

accountability.

•Prepareforoperatingmodelreinvention–Reimaginehowtheenterpriseoperatestounlocknewperformance.

•Transformculture–Equippeoplewiththetrust,fluencyandmindsettoleadinanAI-drivenenterprise.

Whenexecutedwell,theseprioritiesturnplatformstrategyintoasourceofgrowthanddifferentiation.Platformsevolvefromsystemsofrecordtosystemsofaction,wherehumans,platformsandagentsoperateinsynctodeliveroutcomes

thatarefaster,smarterandmoreresilient.

Thenextchapterofenterpriseplatformsisabout

future-readiness.Companiesthatalignarchitecture,

intelligenceandtalentaroundAIwillnotonlykeeppacewithchange—theywilldefineit.

ThenewrulesofplatformstrategyintheageofagenticAI4

Contents

Thecaseforplatformreinvention5

Twoforcesdrivingchange7

1.AI-driventransformationofwork8

2.Businessdemandsoutpacingplatforms10

Platformsevolvefromtoolstointeractionhubs12

Thealignmentgap:Fragmentedstrategy,missedpotential14

FiveprioritiesforplatformstrategyinanAI-firstworld16

1.Architectforthefuture17

2.Designafit-for-purposefoundation22

3.Articulatetheinterplay25

4.Prepareforoperatingmodelreinvention30

5.Transformculture35

Finalword:It’snotaboutreplacement.It’saboutreadiness39

Abouttheresearch40

5

ThenewrulesofplatformstrategyintheageofagenticAI

Thecaseforplatformreinvention

AIhascapturedexecutiveattentionbutnotyet

enterprisetraction.Acrossindustries,companiesareinvestingheavilyinpilotswhiletheircoresystems

remainfragmentedandinflexible.Theresult:

operationaldrag,datasilosandlimitedreturns.

Financeteamsstillreconcilemismatchedsystemsmanually.Businessleadersstillmakedecisionsonstaledata.Newtoolsemergebutcannotscale.

CompaniesexpectAItodelivertransformationwhilestillrelyingonbrittlefoundations.

Enterpriseplatformshavelongprovidedthe

structurethatmakesmodernbusinesspossible.

Theybroughtstructure,standardizationandscale,poweringeverythingfromHRandfinancetosupplychainandcustomermanagement:

Adobe

turneddigitalmarketingintoacreativeengine.

Oracle

becamethebackboneformission-criticalenterprisedata.

Salesforce

reshapedsalesintoascience.

SAP

definedhowbusinessesran.

ServiceNow

automatedtheservicedesk.

Workday

pioneeredcloud-nativeHRandfinance.

ButinanAI-firstworld,thosesamesystemshavebecomeconstraints.Designedforstability,not

adaptability,theynowslowtheveryprogressAIpromisestoaccelerate.

Ourresearchunderscorestheurgencyfor

reinvention.Inaglobalsurveyofmorethan1,000

executivesacross12countriesand10industries,

nearlyoneinfivebelievesomeoftoday’senterpriseplatformswillnotsurvivetheonslaughtofAIin

thenexttwoyears.Thelogicthatoncedrove

efficiency—prescribedworkflows,fixedhierarchies,rigiddatamodels—nolongerfitsaworlddefinedbyautonomyandlearning.Asoneplatformexecutiveputit,“Thefeaturesthatmadeplatformsvaluable

aretheonesAIisnowoutgrowing.”

Reinventionbeginswithmodernization.When

organizationsconsolidatelegacysystems,standardizedataandmovetomodular,cloud-basedarchitectures,theycreatetheconditionsforscale.Fragmented

operationsgivewaytoconnectedsystems.Manualworkbecomesautomatedflow.NewAItoolspluginseamlessly,deliveringinsightsandspeed.

Theimpactismeasurable.Alignmentturnsplatformsfromcostcentersintoenginesofgrowth.Ouranalysisshowsthatcompaniesthatalign

theirAI,businessandplatformstrategiesachieveonaverage:

13%

revenuegrowth

Morethandoublethatoftheirpeers

37%

increaseinoperatingprofit

Equivalenttoroughly

ThenewrulesofplatformstrategyintheageofagenticAI

$1billioninpre-taxearningsfortheaverageenterprise

6

Keyterms

Platformsforthepurposeofthisresearchrefertothesoftwareusedbybusinessestocarryoutday-to-daybusinessactivitiesacrossfunctions.Theseincludeenterpriseresourceplanning(ERP),customerrelationshipmanagement,HR,financialmanagement,supplychainmanagement

andmarketingenablementsystems,aswellassmallerapplicationsforspecificbusinessneeds.

KeyvendorsinthisspaceincludeAdobe,Oracle,SAP,Salesforce,

ServiceNow,Workday,amongothers.Thisreportfocusesontheco-existenceandintegrationaspectsofplatformsandAI.

EmbeddedAIreferstoAIcapabilitiesintegratedintoexistingsystems,platformsorworkflows,oftenrunninginthebackgroundtoimprove

performance,automationorinsights.

AgenticAIdenotesAIsystemsdesignedtoactautonomouslyorsemi-autonomouslytocompletegoals,oftenusingreasoning,planninganddecision-making.Thesesystemscanadaptovertimeandmaywork

collaborativelywithhumansorotheragents—andtheycanexistbothinsideenterpriseplatformsorindependentlyacrossthem.

7

ThenewrulesofplatformstrategyintheageofagenticAI

Twoforcesdrivingchange

Atitscore,platformreinventioninvolvestwo

interdependentshifts.Thefirstistechnological:

embeddingAI,especiallyagenticAI,intoandaround

platforms.Thesecondisorganizational:rethinkinghowworkgetsdone.Thatmeansreshapingworkflows,rolesanddecisionstomatchthespeedandintelligenceof

modernsystems.

Together,theseshiftsredefinehowenterprisesoperate.

Workbecomesadaptive,datamovesfreelyandsystemsevolvecontinuously.Thisistheessenceofplatform

reinvention:replacingrigiditywithresponsivenessandturningplatformsintolivingsystemsofintelligencethatscaleacrosstheenterprise.

Whendoneright,AIstopsbeingasideexperimentandbecomesthebackboneofperformance.

Twoforcesnowmakethisreinventionunavoidable:AIis

transforminghowworkisdone,andbusinessexpectationsareoutpacingwhattraditionalplatformscandeliver.

8

ThenewrulesofplatformstrategyintheageofagenticAI

1.AI-driventransformationofwork

TheriseofgenerativeandagenticAIisredefininghowworkisdone.Intelligentsystemscan

nowperformtasksthatoncerequiredhuman

judgment—fromresolvingserviceissuesto

managingfinancialcloseprocesses.AIisnolongerjustanacceleratorofexistingworkflows;itis

increasinglytheorchestratorofthem.

AIagentsaren’tjust

superchargingexistingapplications—they’recreatingnewones.”

—Platformleader

Thesetechnologiesbringautonomy,context-

awarenessandadaptability.Agentscanrebalancesupplychainsinrealtime,generatepersonalizedcustomeroffersorpredictmachinefailuresbeforetheyoccur.Theylearnfromoutcomesandadjusttheiractionsonthefly—qualitiesthattraditional

platforms,builtonrigidlogicandsequentialprocesses,wereneverdesignedtohandle.

Casestudy

HowLenovoscaledengagementwithAI

Routinetaskslikeinvoiceprocessingcanbe

automatedentirely.Complexissues,suchasethicaldecisionsorcustomerescalations,stillrequire

humanjudgment.Increasingly,theanswerwillbe

hybrid:humansandagentsworkingintandem,eachamplifyingtheother.

Modernagentsnotonlyexecuteinstructions—

theyalsoreason,adaptandactindependently

withindefinedboundaries.Whenfacedwithnew

information,theylearnandimprove.Indoingso,theyexposethelimitsoftraditionalplatformsandhighlighttheneedforsystemsthataredynamic,interoperableandintelligentbydesign.

Tomeetgrowingdemandforfaster,more

personalizedengagement,LenovousedAdobe

ExperiencePlatformandMicrosoftCopilotto

orchestrateAIacrossmarketing,customerservice

andinternalworkflows.Theeffortdelivered$11

millioninefficiencysavingsanda12.5%boostinclick-throughrates—speedingexecutionandenablingnewformsofengagementatscale

1

.

Howshould

peopleandAIcollaborate?

Thisshiftraisesfundamentalquestionsforeveryenterprise:

Whatshouldbeautomated?

Whatmust

remainhuman?

ThenewrulesofplatformstrategyintheageofagenticAI9

ThenewrulesofplatformstrategyintheageofagenticAI10

2.Businessdemandsoutpacingplatforms

WhileAIacceleratespossibility,businessexpectations

arerisingjustasfast.Marketsmovefaster,customer

expectationsgrowsharperandcompetitiveadvantage

hingesontheabilitytoadaptinrealtime.Yetmost

enterprisesstillusetheirplatformsprimarilyforefficiency.

Ourresearchshowsthat74%oforganizationscontinuetofocusonproductivityasthemaingoaloftheir

platformswhileonly60%viewthemasenginesof

innovation.Butthebarhasshifted.Leadingcompaniesnowtreatplatformsasgrowthaccelerants—enabling

personalizationatscale,cross-functionalagilityandinstantresponsivenesstomarketchange.

Thenumberstellthestory:94%ofexecutivessaythe

riseofagenticAIrequiresthemtorethinktheirplatformstrategiesandmorethanhalf(57%)believeitdemandssignificantchangeorcompletereinvention.Someare

evenaskingwhethertheyneedplatformsatall,orifAIagentscouldreplacethementirely(Figure1).

Figure1:Bigchangesahead

HowdoyouexpectyourplatformstrategywillneedtoevolveinresponsetoagenticAI?

Wewillhavetooverhaulourentireplatformstrategy inlightofagenticAIcapabilities

Alotofchangestoourplatformstrategywillberequired

Somechangestoourplatformstrategywillberequired

15%

94%

42%

37%

6%

Wewon'thavetochangeourplatformstrategyatall

Source:Accenture“EnterpriseplatformstrategyintheageofagenticAI”survey,2025(N=1,031)

Theanswerisnotreplacement,butevolution.Platformsremainessentialforreliability,governanceandtransactionintegrity.ButtheymustnowhostembeddedintelligenceandworkseamlesslywithAIagentsthatoperateacrossmultiplesystems.Humans,inturn,moveintorolesofoversight,judgmentandorchestration—directinganenterprisethatisbothintelligentandadaptive.

Thefutureofplatformstrategywillbelongtothosethatcanbalancethistriad—humans,

platformsandagents—eachperformingwhatitdoesbest,eachamplifyingtheother.

11

ThenewrulesofplatformstrategyintheageofagenticAI

ThenewrulesofplatformstrategyintheageofagenticAI12

Platformsevolvefromtoolstointeractionhubs

Enterpriseplatformsareenteringanewchapter.

Oncedesignedtoenforcestructure,theyarenow

expectedtodeliveradaptability.Thedifferenceis

agenticAI—systemscapableofreasoning,decidingandactingwithautonomy.Asthesecapabilities

mature,platformsareevolvingfrompassive

systemsofrecordintodynamicsystemsofaction.

PlatformvendorsaremovingfasttoembedagenticAIintotheirindustry/functionalofferings.

AdobeintroducedExperiencePlatformAgentOrchestratorforbusinessestoactivateAIagentsincustomerexperiencesandmarketingworkflows.

MicrosoftisexpandingCopilotacrossDynamicsand365apps,whileadvancingAzureAgentServiceandAutoGentopowermulti-agentorchestration.

OracleembeddedAIacrossitscloud,usingAI4DataandOracleCloudInfrastructure’shigh-speednetwork—buildingonitsdatabaseandinfrastructurestrengths.

SalesforcelaunchedAgentforce,embeddingAIagentsacrosssales,serviceandmarketingtodeliveraunifiedagenticplatform.

SAPintroducedJoule,whichitmarketsasanAIcopilotandagentorchestrator,embeddingagentsacrossitsERPsuitewithbusiness-contextawareness.

ServiceNowintroducedpre-builtAIagentsforcustomerservice,HR,ITandmore—poweredbyWorkflowDataFabric,whichconnectsagentstoreal-timeenterprisedata.

WorkdayintroduceditsAgentSystemofRecordtomanagefleetsofAIagentslikeemployeesandlaunchedrole-basedagentswithconfigurableskillsacrossHR,financeandrecruitingworkflowsandagents.

ThenewrulesofplatformstrategyintheageofagenticAI13

Thesedevelopmentssignalaprofoundshift.

Platformsarenolongerjusttools—theyare

ecosystemswherehumans,agentsanddata

interactcontinuously.Agentscannowoperatewithinoracrossplatformsdependingonhow

enterprisesarchitecttheirsystems.Inour

research,66%oforganizationssaytheyrely

primarilyonplatform-nativeAIcapabilitieswhile32%arebuildingplatform-agnosticagentsthatspanmultiplesystems(Figure2).

Thefuturewillbehybrid,withagentsworkinginsideandbeyondtheplatformboundary.

Figure2:Platform-nativecapabilitiesremainthedominantpathforAIdeployment

HowdoyouprimarilydevelopanddeployAIsolutions?

Withcapabilitiesprovidedbyplatforms

Withplatform-agnosticcapabilities

66%

32%

Note:“Others”accountedfor1%referringtorespondentswhoeitherdidnotknoworchosenottorespond.

Source:Accenture“EnterpriseplatformstrategyintheageofagenticAI”survey,2025(N=1,031)

14

ThenewrulesofplatformstrategyintheageofagenticAI

14

Thealignmentgap:Fragmentedstrategy,missedpotential

Asplatformsevolve,mostenterprisesOurresearchrevealsthescaleoftheproblem.

faceadeeperchallenge:their

strategiesarenotaligned.

AI,platformandbusinessinitiativestoooften

moveinparallelratherthaninsync.TeamspilotAItoolsinisolation.Platforminvestmentsproceed

withoutclearlinkagetobusinesspriorities.Theresultisduplication,complexityandlowreturnsoninvestment.

Only

18%

Just

17%

Morethan

50%

ofcompaniessaytheir

AI,platformandbusinessstrategiesarefullyaligned.

haveembeddedAIdeeply

intocorebusinessprocesses.

remaintrappedinnarrow

pilotsorisolatedusecases.

ThisfragmentationleavescompaniesunabletoscaleAI’simpactacrosstheenterprise.

Therootcauseisstructural.AIandplatform

decisionsareoftenmadebydifferentteams,fundedthroughseparatebudgetsandguidedbydifferent

metrics.Inmanyorganizations,theCIOdrives

platformmodernizationwhilebusinessleaderschaseAIexperimentation.Withoutaunifiedvision,both

effortsstall.

Executivesweinterviewedwereclearonthe

consequences.“IfyoudoAIasaseparateinitiative,”oneglobaltechnologyleaderwarned,“itbecomesveryexpensive.Unlessit’sembeddedinyouroverallstrategy,you’llneverrealizeitsvalue.”

ThenewrulesofplatformstrategyintheageofagenticAI15

Thecostofmisalignmentishighbuttherewardforfixingitishigher.Companiesthatalignthesethreedimensions—AI,businessandplatform—achieve

onaverage2.2xhigherrevenuegrowththan

peers(Figure3).Alignmentreducesduplication,improvesinnovationvelocityandstrengthens

organizationalfocus.

Thepathforwardrequiresdeliberateintegration.

Businessstrategymustdefinetheoutcomes.

Platformstrategymustprovidethescaleanddatafoundation.AIstrategymustdeliveradaptabilityandintelligence.Whentheseelementsmove

together,ledbyanalignedleadershipteam,

companiescreateavirtuouscycleofinnovationandperformance.

Themessageisclear:successwithAIisnota

technologychallengebutanalignmentone.Therealdifferentiatorishoweffectivelyacompanysynchronizesitsstrategy,systemsandpeopletodrivecontinuousreinvention.

Figure3:CompaniesthataligntheirplatformswiththeirbusinessandAIstrategygrowtheirrevenuemuchfasteronaverage

HowwellalignedisyourplatformstrategywithyourbroaderbusinessstrategyandyourAIstrategy?Onlyconsiderwell/fullyalignedonboth.

2.2X(+7P.p.)

13%

10%

1.7x(+4p.p.)

6%

AveragecompanyPlatformsstrategy

well/fullyalignedwithbusiness

Platformsstrategy

well/fullyaligned

withAIstrategy

Source:Financialanalysisof602publiccompanystatementsfromtheAccenture“EnterpriseplatformstrategyintheageofagenticAI”survey,2025(N=1,031)

ThenewofplatformstrategyintheageofAI16

Fiveprioritiesforplatform

strategyinanAI-firstworld

Thenextchapterofplatformstrategyrequiresanintegrated,forward-lookingmindset.Thisisn’taboutabandoningplatformsbutevolvingthem.Changewillunfoldonmultiplefronts—platforms,humansandagents—andpreparationmustreflectthatcomplexity.

Tohelpleadersnavigatethisshift,weproposefivekeyprioritiesforbuildinganAI-ready,future-fitplatformstrategy.

1.

2.

3.

4.

5.

Architectforthefuture

Designafit-for-purpose

foundation

Articulate

theinterplay

Preparefor

operatingmodelreinvention

Transformculture

ThenewrulesofplatformstrategyintheageofagenticAI16

ThenewrulesofplatformstrategyintheageofagenticAI17

1.Architectforthefuture:

BuildanAI-ready,platform-awareinfrastructure

AgenticAIisadvancingfast.Buttoooften,

companiesaddnewtoolstooutdated

systems.TheoutcomeisAIsprawl,

fragmentedoperationsandlittlerealimpact.

Mostenterprisesrelyonapatchworkofnativetools

likeSAP'sJouleorthird-partymodels,suchasOpenAIorAnthropic,andinternallybuiltagents.What’s

missingisanarchitectureblueprintthattiesthemtogether.Nosurprise,then,that57%ofleadersciteintegrationwithexistingsystemsastheirtopriskinscalingAI.

ThewayforwardistotreatAIasasystem,nota

feature.Thatmeansdesigningarchitecturethat

defineswhereAIlives,howitconnectstoplatforms,howitaccessesdataandhowitsactionsare

governed.

Wecallthisnewmodelagenticenterprise

architecture:adesignwherehumanexpertiseandmachineintelligencecollaborateseamlessly.

Casestudy

ZurichInsurance:

DesigningAI-readyarchitectureforcustomerengagement

ZurichhaslaunchedanAI-poweredCRM

developedbyitsanalyticsdivision,ZCAM,totransformhowcustomer-facingagentswork.

Thesystemcentralizescustomerandpolicy

dataintoaunifiedinterface,integrateswith

OutlookandSalesforceandfollowsa“three-click

rule”forinstantaccesstocriticalinformation.

WithAI-drivenproductsuggestions,itreduces

servicetimesbyover70%andshiftsagentsfromtransactionalintermediariestotrustedadvisors.

2

ThenewrulesofplatformstrategyintheageofagenticAI18

ThenewrulesofplatformstrategyintheageofagenticAI

Howagenticenterprisearchitectureworks

Aneffectiveagenticarchitectureintroducesadedicatedagentlayer

madeupofreasoningenginestoassessoptionsandsuggestnext-bestactions,orchestrationlogictotriggerandcoordinateworkflowsacrosssystemsandmanagementtoolstoensureobservability,explainabilityandhumanoversight.

Theselayersrelyonaccesstostructuredandunstructureddata,pulledinrealtimefromacrosstheenterprisethroughknowledgemanagementsystems.

Crucially,agenticenterprisearchitecturereimagineshowprocesses

arestructured.Agentsnolongerstaylockedinsidesystemboundaries.Theyadapttocontext,operateacrossfunctionsandpursuegoals

dynamically.Tosupportthisshift,CIOsandarchitectsmustbuild

abstractionlayers—simplifiedinterfacesthatfreeagentsfromhaving

toknowtheintricaciesofmultiplesystemsandstandardsbytranslatingdataandworkflowsbehindthescenestomatchseamlessly—to

improvedataqualityandestablishintegrationpatternsthatenablereal-time,trustworthyexecution.

PlatformAgentHierarchy

AttheheartofagenticarchitectureisacoordinatedPlatformAgentHierarchywhereAIagentsoperateatdifferentlevelsofcomplexityandcontrol,much

likethehighlystructuredrolesinsideabeehive

.3

Eachagentplaysadistinctpartindeliveringintelligent,goal-orientedexecutionacrosstheenterprise.

Utilityagentsdothetask.Theyexec