Key Takeaways
- AI agents, the next step beyond chatbots like ChatGPT, can take actions like shopping or booking travel for you.
- These agents could soon handle many online tasks, potentially reducing traditional web searches significantly.
- Marketing is shifting: businesses may need to persuade AI agents, not just human customers.
- Agents seem to prefer structured, factual information, like lists and statistics.
- Businesses should prepare now by making data agent-friendly and tracking how these AI tools interact with their sites.
Shopping habits often mirror technological advances. Just as the internet, social media, and mobile devices created new ways for businesses to reach customers, AI agents are poised to drive the next major shift.
Think of AI agents as generative AI that doesn’t just talk, but *does* things. They can perform complex tasks and take actions online on your behalf.
This transformation could be dramatic. According to recent research analysis found on Forbes, AI agents are already evaluating advertising to answer user questions. The same analysis suggests browser-based searches might drop by 25% this year as AI tools take over.
Businesses are starting to consider how to adapt to this AI-driven landscape. What do marketers and business owners need to know to stay ahead?
A frequently mentioned capability of agents is making purchase decisions. They can sift through websites, compare prices, check shipping times, and evaluate return policies far faster than humans, tailoring recommendations to individual needs.
Imagine an AI finding recipes, shopping for the ingredients, or scanning multiple sites to book the best travel deals – these capabilities already exist.
Research into how current AI tools operate revealed they tend to favor structured data, like lists and stats. Interestingly, agents using computer vision to “see” websites can sometimes be fooled into clicking pop-ups, just like humans.
While the full impact will take time to unfold and agent behavior may evolve, early clues suggest how businesses should respond.
The core challenge for marketers might soon be persuading machines rather than directly convincing people. The goal is to show an AI agent that your product, service, or information is the best fit for its user’s query.
Initial findings indicate that structured, machine-readable information is key. AI agents seem to prefer facts, figures, and well-sourced content, possibly mirroring our own trust in data.
Presenting information as clear, direct answers to potential questions also appears helpful.
On a technical level, businesses should explore making data feeds and APIs accessible and useful for AI agents, sharing information on products, pricing, and availability seamlessly.
This requires collaboration between marketing, e-commerce, and digital teams to ensure everyone understands how agents are accessing and using company data.
Developing ways to track agent behavior versus human behavior on your site could provide a valuable head start.
This doesn’t mean traditional search engine optimization (SEO) is obsolete. Agents will still use web browsing, so well-optimized content remains important – for now. But mastering new ways to capture agent attention should be a priority.
Predicting the long-term effects of transformative tech is always hard. Understanding how agents weigh factors like value, brand trust, or safety compared to humans will be crucial.
The most important advice? Don’t wait and see. As AI providers roll out more agentic platforms, this technology could rapidly become mainstream. Early movers who adapt have a significant opportunity to lead the next wave of digital commerce.
