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.

As AI agents increasingly perform tasks on behalf of users, marketing focus will shift from attracting human website visitors to ensuring your product is the agent's "default choice." This means making products accessible via APIs and open-sourcing tools, becoming a trusted data source for automated systems.

The future of B2B marketing is not SEO; it's being the default recommendation when a user asks an AI agent for a solution. Software buyers will increasingly trust an agent's direct answer over traditional discovery channels, making it critical for vendors to win this new point of discovery.

CMOs face a two-front challenge. They must leverage AI agents to optimize internal marketing operations like campaign building, while simultaneously adapting external strategies to target and educate autonomous shopping agents as a new, distinct audience.

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 evolution of search won't stop with LLMs. The next stage involves autonomous AI agents that complete tasks like booking travel on a user's behalf. Marketers must shift their focus from answering human queries to ensuring their products and services are discoverable and selectable by these agents.

You.com CEO Richard Socher predicts a new marketing motion where companies market directly to LLMs. As AI agents increasingly make purchasing decisions and consume information, optimizing content for AI consumption will become as critical as traditional SEO.

As AI agents begin making purchases on behalf of consumers, marketing strategy must evolve beyond traditional SEO. Brands will need to learn how to make their products and services discoverable and appealing to these autonomous 'robot' buyers, creating a brand new audience to target.

As AI agents and synthesized search become intermediaries, traditional channels are insufficient. The new imperative is ensuring your brand’s data is accessible to AI models as they reason and generate responses, directly influencing the outcome before it reaches the consumer.