Enterprise Software Vendors Race to Rebrand Around Agentic AI
Five major platform companies have repositioned their core identities around autonomous AI agents in recent filings, signaling a rapid industry-wide pivot.
A common thread is emerging across enterprise software: the platform is no longer the product—the agent is. In their most recent annual and quarterly filings, five companies spanning automation, security, and development tools have repositioned their core identities around agentic AI, a coordinated shift that signals autonomous agents are becoming the new competitive battleground.
The rebranding is sweeping. DocuSign now calls itself an "AI-native IAM platform", replacing prior language about a platform with AI features. GitLab moved from "The DevSecOps Platform" to "the intelligent orchestration platform for DevSecOps, where software teams and their AI agents stay in flow". UiPath, once synonymous with rule-based robotic process automation, now describes itself as "pioneering the evolution from rule-based automation to intelligent, agentic automation". Each company is rewriting its identity to center agents as first-class actors within the platform.
The positioning extends beyond marketing into product architecture. UiPath's platform is designed to "unify AI agents, robots, and people on a single intelligent system" with orchestration at its core. GitLab emphasizes enabling teams to "orchestrate AI agents to execute tasks autonomously across the software lifecycle". DocuSign disclosed it is "increasingly developing and deploying agentic AI workflows and autonomous agents designed to perform tasks and make decisions with limited human intervention". The pattern is consistent: agents execute, platforms orchestrate.
Security vendors are moving just as fast, but from the defensive side. CrowdStrike introduced the "agentic interaction layer" as a distinct attack surface within its Falcon platform, extending its long-running AI-native positioning. Rubrik launched RAC, an "AI agent operations suite" built to monitor, audit, and undo agent mistakes, and reframed its entire mission as "to secure and accelerate the world's AI transformation". Both are treating AI agents not as a feature but as a new category of risk that demands its own governance layer.
The speed of the shift carries its own risks. DocuSign warned that AI advances could enable companies to "quickly and cheaply create agents or other homegrown alternatives" that replace its own functions. GitLab acknowledged that agentic AI is "changing the fundamental ways that we secure and defend our platform" and that traditional perimeter controls are losing effectiveness. UiPath called the agentic automation market "fast-growing" but "increasingly competitive". The same agents these platforms are racing to enable could ultimately commoditize the platforms themselves.
Source: company public filings.