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As AI agents increasingly evaluate products and manage buying workflows, Drosos and Truair suggest marketing teams treat agents as distinct personas on the B2B buying committee. Because agents will become more verticalized and specialized, companies must allocate specific budget and strategic focus toward understanding what algorithmic agents want, tailoring content to satisfy their evaluation criteria alongside human buyers.
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AI agents are an emerging, critical B2B buyer persona. Agent traffic to Stripe's documentation grew 10x in one year and is projected to surpass human traffic. This requires designing products and documentation for agent-led discovery, evaluation, and activation, independent of human psychological pricing tactics.
Selling enterprise AI isn't about a single umbrella message. It requires distinct positioning for various personas within a broad buying committee—from data scientists focused on pipelines to CIOs concerned with governance. AI marketing must become more precise to succeed.
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The rise of AI search and personal agents requires a fundamental shift in marketing. Brands can no longer create content solely for humans. They must develop a separate strategy to "educate" and "engage" AI agents as a new audience, using machine-readable content to ensure their products are discoverable.
Instead of using AI for mass content creation, which leads to overload, leverage it to adapt a core value proposition into highly relevant messaging for each persona within a buying group (CEO, CTO, CFO), addressing their specific pain points.
The rise of AI agents means website traffic will increasingly be non-human. B2B marketers must rethink their playbooks to optimize for how AI models interpret and surface their content, a practice emerging as "AI Engine Optimization" (AEO), as agents become the primary researchers.
