As users delegate purchasing and research to AI agents, brands will lose control over the buyer's journey. Websites must be optimized for agent-to-agent communication, not just human interaction, as AI assistants will find, compare, and even purchase products autonomously.
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Websites now have a dual purpose. A significant portion of your content must be created specifically for AI agents—niche, granular, and structured for LLM consumption to improve AEO. The human-facing part must then evolve to offer deeper, more interactive experiences, as visitors will arrive with their basic research already completed by AI.
Influencing $3 billion in Black Friday sales, AI shopping agents automate both product discovery and price hunting. This ushers in an era of "self-driving shopping" that forces radical price transparency on retailers, as AI can instantly find the absolute cheapest option online for any product.
As consumers delegate purchasing to personal AI agents, marketing's emotional appeals will fail. Brands must prepare for a "Business-to-Machine" (B2M) world where algorithms evaluate products on function and data, rendering decades of psychological tactics obsolete.
Stop thinking of sales, marketing, and support as separate functions with separate tools. AI agents are blurring these lines. A support interaction becomes a lead gen opportunity, and a marketing email can be sent by a 'sales' tool. Prepare for a unified go-to-market operational model.
Agentic AI will evolve into a 'multi-agent ecosystem.' This means AI agents from different companies—like an airline and a hotel—will interact directly with each other to autonomously solve a customer's complex problem, freeing humans from multi-party coordination tasks.
AI will fragment the customer journey across countless platforms, moving purchases away from brand-owned websites. Retailers must build systems to manage inventory and product information across this decentralized landscape, not just focus on perfecting their own site experience.
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.
Brands will need a bifurcated approach for marketing. One strategy will focus on creating authentic content for human connection, while a separate, distinct strategy must structure information to be effectively parsed and prioritized by the AI agents that increasingly intermediate the customer journey.
As users increasingly deploy AI agents to research products and fill out forms, websites with complex or non-standard form fields will lose leads. Marketers must optimize for both human and AI agent usability to capture these automated demo requests.
The future of AI is not just humans talking to AI, but a world where personal agents communicate directly with business agents (e.g., your agent negotiating a loan with a bank's agent). This will necessitate new communication protocols and guardrails, creating a societal transformation comparable to the early internet.
