AI agents are evolving from experimental tools to crucial intermediaries in online behavior, significantly affecting how people engage with information and commerce. Major players like Google and OpenAI are pushing the development of agentic AI, prompting shifts in digital marketing strategies. Despite significant potential, many companies are still lagging in adopting generative AI, leading to concerns about future readiness. Analysts emphasize the importance of understanding consumer behavior amidst these changes, suggesting that foundational strategies are essential for adapting to the evolving landscape.
AI agents are no longer just experimental tools - they're rapidly becoming indispensable intermediaries in how people search, shop, and interact online. As platforms like Google, OpenAI, and Perplexity race to roll out agentic AI, the advertising industry is bracing for a shift that could redefine consumer journeys and reshape digital marketing strategies.
Despite all the hype, it's still early. One Gartner survey of more than 400 marketing leaders found that 27% of CMOs reported their teams had little or no adoption of generative AI. However, it's still early - both in terms of impact and in terms of preparations.
'You still have to focus on what's three feet in front of you, which is your consumer, and understand their behaviors and their needs,' Dorros said. 'If you are foundationally sound when this changes again, you'll give yourself a better launch pad to pivot and adjust accordingly.'
AI is reshaping how people access information online, gradually shifting behavior away from traditional search engines. According to StatCounter data, Google's global market share fell to 89.65% - the lowest since 2013 when it dropped to 89.41%.
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