Agentic Era Part 4: The Exponential Economics of Agentic Applications

Orchestration enables new applications that will reshape software company valuations in the age of synthetic colleagues. The Agentic Value Framework addresses the challenge of a post-Rule of 40 world.

Credit: Milad Fakurian

The marketing department at a mid-sized software company recently made a remarkable decision. Instead of hiring three new specialists to handle content creation, lead nurturing, and campaign analytics, they deployed an agentic AI system for content orchestration and customer interaction management.

The system goes beyond augmenting the human team to increase productivity. It has enabled the creation of “Synthetic Colleagues” that effectively become the marketing team, managing everything from brand-compliant content creation to personalized customer journey orchestration.

Synthetic Colleagues are an emerging pattern that appears likely to reshape software markets over the next decade. In the Agentic Era, we are observing a transition from applications that enhance human productivity to applications that can replace entire organizational functions and assume responsibility for complete workflows.

Traditional AI applications compete for software budgets, typically rep…