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In 2025, attackers reached the Salesforce data of hundreds of companies without breaking into Salesforce. They used access tokens belonging to an AI chat agent. Google's threat intelligence team counted more than 700 potentially affected organizations, and because the tokens belonged to a trusted app, they carried the attackers past safeguards such as MFA. Enterprises already know how to manage this kind of risk for people.

Your next customer will likely meet your product inside an AI answer. More than 1 in 4 consumers already use generative AI to shop, according to McKinsey's State of the Consumer 2026. The traffic it sends is valuable. Adobe found AI referrals to US retail sites converted 54% better than other sources in May 2026. The answer that the shopper sees is assembled from your feeds, retailer listings, reviews, and third-party content.

‍‍Gartner expects more than 40% of agentic AI projects to be canceled by the end of 2027. Its reasons read like a budget memo: escalating costs, unclear business value, and inadequate risk controls. For revenue leaders, the stakes run in both directions. MGI Research estimates that at least 3% to 5% of revenue leaks between contract and cash, through missed renewals, unbilled usage, and pricing errors. Agents are well suited to close those gaps.

How governed AI agents inside a Databricks perimeter can turn customer context into revenue for Communications, Media, Entertainment, and Gaming (CMEG) industries.