"A marketing practice focused on the most important audience you'll never meet: agents. We're increasingly surrounded by AI agents who can navigate the web, compare brands, choose products, and complete tasks without supervision. Every single day, every single one of your customers has a set of goals - from buying milk to comparing cloud providers - that an agent will do."
"You can trace the future simply by walking backwards from the point of purchase. Amazon's Buy For Me and Perplexity's Buy With Pro features are crawlers with credit cards, shopping agents that fetch a product without you having to browse. Now scale that to holidays. Cars. Credit cards. Mortgages and more. Our internal forecasts - built over the industry, search and social trends - show agent adoption will surge in the next six months."
B2A (brand-to-agent) marketing focuses on AI agents that navigate, compare, choose, and complete tasks on behalf of customers. Consumers rely on agents for daily goals, from buying milk to comparing cloud providers. Salesforce research shows 24% of people are comfortable with AI agents shopping for them, rising to 32% among Gen Z. Agents will act as influencers, intermediaries, and affiliates upstream of transactions. Features like Amazon's Buy For Me and Perplexity's Buy With Pro exemplify shopping agents with payment capability. Forecasts predict rapid agent adoption within months, especially in beauty, auto, and travel, and a projected ratio of seven agents per customer by 2026.
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