Six distinct categories compete for position in the new value chain, each with structural advantages and vulnerabilities. All six are converging on the same prize: the System of Action (orchestration) layer.
Strongest model capabilities. Can offer agent execution and intelligence as a unified stack. Weakness: no existing enterprise data relationships or installed base. Building trust from scratch. Bet: first movers on orchestration layer capture it permanently.
Category 2: Cloud Infrastructure Players
Players:Microsoft (Copilot Studio + Azure), Google (Gemini Enterprise), AWS (AgentCore)
Control compute, have deep enterprise relationships. Microsoft’s position is particularly strong — it can embed intelligence across the entire Office stack. Weakness: complex legacy product lines create slower innovation cycles. Bet: infrastructure + enterprise trust translates into orchestration control.
Own the data and existing workflows. Their bet: proprietary data gravity and customer relationships make them the natural orchestration point. Risk: their capabilities are perceived as incremental AI features rather than fundamental architectural shifts. ServiceNow’s Bill McDermott claims the “semantic layer.” Salesforce’s Marc Benioff argues Agentforce’s data access makes it the natural control point. Both are bids to escape the hollow middle.
Category 4: Vertical AI-Native Companies
Players: Harvey (legal), Sierra (customer experience), Writer (content), Abridge (healthcare)
Deep domain specialization. Don’t compete on breadth — compete to be the best autonomous agent in a specific vertical. Several are already on outcome-based pricing. Bet: depth > breadth. Focused Tier 1 may outperform broad Tier 1.
Category 5: Process Orchestration Specialists
Players: Camunda, Blue Prism, UiPath
Coming from RPA and process automation. Understand enterprise workflows deeply. Camunda’s 2026 report found 73% of organizations see a significant need for better orchestration. Bet: process knowledge + orchestration capability = Tier 1 for enterprise operations.
Category 6: Emerging AI Agent Platforms
Players: Ema, Clay, Decagon, Glean
Built agent-first from day one without legacy constraints. Move fastest on architecture. Risk: being acquired by Tier 1 or Tier 2 players before reaching scale.
Gennaro is the creator of FourWeekMBA, which reached about four million business people, comprising C-level executives, investors, analysts, product managers, and aspiring digital entrepreneurs in 2022 alone | He is also Director of Sales for a high-tech scaleup in the AI Industry | In 2012, Gennaro earned an International MBA with emphasis on Corporate Finance and Business Strategy.
