For decades, enterprise identity management has been built around a simple assumption: users are human. Today, autonomous AI agents are beginning to blur the line between software and users, forcing enterprises to rethink how trust, security, and governance should work in an increasingly autonomous world.

Imagine AI not as a single invention but as a giant layer cake. At the bottom is energy, the power that keeps everything running. Then come chips, cloud infrastructure, AI models, and finally the apps you actually use every day. This is the framework NVIDIA CEO Jensen Huang laid out at the World Economic Forum in Davos, and it is arguably the clearest map we have of where the AI economy is being built. So where does Asia fit into this cake? The short answer: everywhere. but unevenly.

For years, enterprise demand generation strategies were built around a familiar formula: attract attention, generate engagement, capture a lead, and move prospects into a nurturing sequence. That model is not disappearing. However, it is becoming increasingly insufficient. Today's enterprise buyers operate in a vastly different environment. For instance, they are researching independently, validating decisions through peers, consulting specialised communities, and engaging with industry experts long before they interact with a vendor. Hence, traditional campaign touchpoints are no longer the sole source of influence. The result is a growing shift towards community-led growth.