Companies urged to rein in governance risks as autonomous tools proliferate.
Businesses are rushing to deploy artificial intelligence agents across their operations, but many risk losing control of the very systems designed to boost productivity, according to new research from Gartner.
The research firm said the rapid spread of AI agents—software programs that can autonomously perform tasks, make decisions and interact with systems—could create significant governance, security and operational challenges if left unmanaged.
By 2028, the average Fortune 500 company is expected to have more than 150,000 AI agents in use, up from fewer than 15 in 2025, Gartner said. Only 13% of organizations currently believe they have the right governance framework in place to manage them.
“As CIOs and IT leaders see an explosion of AI agents across their organizations, many are contending with an ungoverned sprawl of agents,” Max Goss, senior director analyst at Gartner, said at the Gartner Digital Workplace Summit in London.
That sprawl, he warned, can expose companies to misinformation, data leakage, oversharing and rising IT complexity.
Many companies have responded by restricting employee access to AI tools. But Gartner said outright bans are unlikely to succeed, as workers may simply turn to unsanctioned applications, creating a parallel ecosystem of “shadow AI” that poses even greater risks.
Instead, Gartner outlined six steps for managing the growth of AI agents: establishing formal governance policies, creating a centralized inventory of agents, defining identity and access controls, strengthening information governance, continuously monitoring agent behavior, and fostering a culture of responsible AI use through training and internal best practices.
The recommendations reflect a broader shift in corporate AI strategy as enterprises move beyond experimentation and begin embedding autonomous systems across customer service, operations, marketing and supply chains.
Gulf adoption raises both opportunity and urgency
That shift is especially pronounced in the Middle East, where governments and businesses are investing heavily in artificial intelligence as part of broader economic diversification strategies.
As Communicate has reported, the Gulf Cooperation Council offers fertile ground for AI adoption, supported by high income levels, a young digitally native population, and smartphone penetration averaging 96% across the region. The UAE and Saudi Arabia are among the global leaders in 5G deployment, while hyperscale data centre and cloud investments continue to expand.
By 2030, AI could contribute as much as $320 billion to the Middle East economy, while the region’s generative AI market is projected to grow at an annual rate of 46% through the end of the decade.
While much of the region’s investment has so far focused on predictive AI, generative tools and advanced analytics, the next phase is expected to centre on agentic systems capable of autonomous decision-making and execution, making Gartner’s governance warning particularly timely.
That rapid expansion is already reshaping sectors from retail and banking to logistics and advertising. Retail media networks, super apps and e-commerce platforms are increasingly using AI to automate marketing, personalise offers and optimize pricing in real time.
Communicate has reported that AI-powered tools can increase conversion rates by as much as 25%, reduce customer churn by about 21%, and deliver revenue uplifts of between 5% and 8% when deployed effectively across marketing and customer engagement workflows.
Yet the same forces driving adoption could also create the conditions for agent sprawl if governance frameworks fail to keep pace.
From efficiency gains to governance gaps
In consumer goods, adoption is accelerating even as financial returns remain uneven. Companies are using AI to improve demand forecasting, media buying, logistics and personalization, while balancing infrastructure costs and investor expectations for faster returns.
“ROI is being realized through faster turnaround times, improved media efficiency, and stronger engagement from creative optimization,” Mohamed Yousry, senior director of marketing for MENAP at Mondelēz International, told Communicate recently.
Still, the region faces structural challenges. Fragmented retail data, legacy systems, inconsistent measurement standards and skills shortages continue to limit the full potential of AI deployment, particularly in omnichannel consumer markets.
“Until there’s reliable, integrated visibility across platforms and trade types, AI can only go so far,” Mohamed Itani, chief executive of United Foods Company, told Communicate.
Those constraints could become more acute as businesses move from AI-assisted tools to autonomous agents, which require stronger data governance, clearer permissions and tighter oversight.
Luxury and consumer brands move first
Luxury retailers are also emerging as early adopters. According to Communicate, the UAE and Saudi Arabia are positioning themselves as regional AI hubs, backed by sovereign wealth funds, state-led policy initiatives and rapidly expanding digital infrastructure.
That could prove especially significant for luxury brands, which are increasingly using AI to tailor shopping experiences, refine customer recommendations and enhance clienteling.
In fast-adopting Gulf markets, younger consumers are more receptive to AI-enabled discovery tools and personalised digital experiences than many of their counterparts elsewhere. For high-end brands, that may require a more region-specific approach.
Rather than replacing human interaction, AI is likely to augment it—particularly in the premium segment, where personal relationships remain central to the customer experience.
For Gulf businesses, Gartner’s warning is clear: the race to deploy AI agents may be accelerating, but governance, data readiness and human oversight will determine who ultimately captures the value.
