Jack Smyth from Jellyfish introduces B2A or 'brand-to-agent' marketing, emphasizing its significance as an emerging audience shaped by AI agents. These agents assist customers daily in tasks ranging from grocery shopping to complex decision-making. With a notable shift, agents are set to become pivotal influencers within marketing strategies, particularly in industries like beauty, automotive, and travel. Research indicates a growing comfort with AI agents, especially among Gen Z. By 2026, the industry could see seven active agents per customer, indicating a radical transformation in the landscape of consumer-brand interactions.
B2A, or brand-to-agent marketing, focuses on the crucial yet often overlooked audience of AI agents, which are increasingly integral to consumer decision-making.
Every single day, every single one of your customers has a set of goals that an agent will do, influencing decisions from shopping to services.
According to recent Salesforce research, 24% of people are comfortable with AI agents shopping for them, with the figure rising to 32% among Gen Z.
By 2026, we forecast a staggering ratio of seven active agents for every individual customer, revolutionizing how marketing approaches consumer engagement.
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