Ramp believes marketers now have two jobs: marketing to humans (attention) and to machines (legibility). They're already running experiments offering incentives directly to AI agents and predict agents could drive 20% of growth within two years. This signals a fundamental shift in B2B go-to-market strategy.

Brands should prepare for a future where customers interact with loyalty programs through a single personal AI assistant, not dozens of brand-specific apps. This reverses the app store model, creating a single-channel throughput where brands must become a "favorite" to be heard.

AI agents will automate most routine purchases based on pre-set user preferences. The new marketing battleground won't be the store shelf but becoming the default choice in a user's AI settings. Advertising's role will shift to persuading users to change these defaults, making its impact instantly trackable.

The marketing dynamic is shifting from influencing human emotions to communicating clear, machine-readable value to consumers' personal AI agents, which will increasingly handle purchasing.

In the near future, AI agents will automatically reorder everyday products based on a user's established brand loyalty. This makes brand affinity more valuable than ever, as competitors will need to create extreme relevance to compel a user to manually override their AI's purchasing habits.

The internet was built for human interaction. The rise of autonomous agents shopping for products and services on our behalf signals the dawn of an 'agentic web.' This will force a fundamental shift in marketing and sales, requiring businesses to learn how to effectively market to and be discovered by AI agents, not just humans.

The evolution of personalization won't just be one-to-one marketing to a person, but marketing to their AI agent. Brands must learn how to provide data signals and recommendations that influence an AI's choices on behalf of its user, a paradigm shift from traditional consumer engagement models.

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.

The next phase of AI will involve autonomous agents communicating and transacting with each other online. This requires a strategic shift in marketing, sales, and e-commerce away from purely human-centric interaction models toward agent-to-agent commerce.