As AI agents increasingly interact with websites and advertisements, marketers need to rethink their strategies. A study by Andreas Stöckl and Joel Nitu shows that these agents focus more on structured data, like prices and specifications, rather than emotional appeals. This shift means that personalization of ads must be tailored for AI interactions. While optimized accessibility for humans benefits these agents, website and ad designs must still be critically analyzed to ensure effectiveness in this emerging landscape.
One of the findings, he said, is that ad personalization must be adapted to suit agents. If a website is well optimized for accessibility, it is, in principle, well prepared for agent-based interaction.
General accessibility for agents follows the same principles as accessibility for other user groups. However, the design and placement of online ads need to be analyzed and reconsidered.
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