From Generative to Agentic: How Dun & Bradstreet Is Powering the Next Wave of Artificial Intelligence

Over the past year, we’ve witnessed a seismic shift in how businesses think about and apply artificial intelligence. In 2024, the conversation was dominated by generative AI (Gen AI). This year, rapid technological innovation has paved the way for something even more transformative to take the spotlight in 2026: agentic AI. 

At Dun & Bradstreet, we're not just witnessing this evolution, we’re actively driving it forward. 

What Is Agentic AI?

While Gen AI focuses on creating content from large datasets, agentic AI is about taking action. Agentic AI systems can make decisions, automate workflows, and execute tasks independently and without constant human direction. It's the difference between asking a question and getting an answer (generative), versus asking a system to complete a task on your behalf (agentic).  

Our own AI assistant ChatD&B™ is a great example of a hybrid approach. It uses Gen AI to respond to user's inquiries based on our proprietary data, but behind the scenes, it's powered by a decision-making agent that selects the right tools to deliver the best answer. That’s agentic AI in action. 

Why the Market Is Moving — Fast

The pace of AI adoption is accelerating because the benefits are real. I can say from personal experience that AI tools such as Microsoft Copilot and ChatD&B have made me significantly faster at my job. Multiply that across an enterprise, and the productivity gains are massive. 

But it's not just about speed. It's about competitive advantage. Expanded access to agentic AI capabilities means the competition is heating up. With the rise of AI-as-a-service platforms like Salesforce AgentForce and Google AgentSpace, companies can build their own agents in minutes with no coding skills required.

The Rise of Connectors: Fueling Agentic Systems

Another major development is the emergence of connectors like Anthropic’s Model Context Protocol (MCP) and Google's Agent-to-Agent (A2A).  These connectors are like application programming interfaces (APIs) for the agentic world. Just as APIs allow different software systems to interact predictably, MCP and A2A create a shared language that connects AI agents and data sources to automate complex workflows.  

Our Strategic Shift: From ChatD&B to Agent-Ready Data

When we launched ChatD&B last year, clients loved it, but they quickly asked, “Can I bring my data into ChatD&B?” Fast forward to today, and the question has flipped: “Can I bring your data into my agents?” 

That shift has fundamentally reshaped how we define and deliver value at Dun & Bradstreet. 

We're now introducing agent-ready data as an offering in our D&B.AI™ portfolio to make it possible for clients use the Dun & Bradstreet data they know and trust within their own agentic systems.  This includes: 

Access to our MCP server, which acts as the connector between our data and their agents. 

Data context, which provides essential information about the meaning and intended use of our data, enabling clients’ agents to interpret and apply it effectively. 

With this offering, we're not providing AI capabilities; we’re providing fuel for our clients’ agentic engines, whether they want to use Dun & Bradstreet data for sales and marketing workflows, risk assessment, prospecting or data stewardship. At the heart of what makes this data so impactful is the verification offered by the D-U-N-S® Number, a unique nine-digit identifier for businesses that acts as a safeguard against AI hallucinations. 

Why This Matters

AI is no longer just an option for businesses. It's a requirement for staying competitive. But AI is only as good as the data that goes into it.  

Dun & Bradstreet is uniquely positioned to lead in the age of agentic AI, and the launch of agent-ready data is just the start. We're not just another data provider. We're the trusted source of business intelligence that powers critical decisions across industries. With 184 years of credibility and a customer base that includes over 90% of the Fortune 500, Dun & Bradstreet's legacy speaks for itself.  As agentic AI becomes the norm, our role in delivering verified and trusted business data becomes essential and foundational to the future.  

With our agent-ready data, businesses can seamlessly embed verified and trusted Dun & Bradstreet data into their agentic workflows to help unlock operational efficiencies and accelerate growth.

Learn more about D&B.AI: https://www.dnb.com.hk/solution/hot-topics/generative-ai