For decades, marketers have been preoccupied with securing consumer attention – whether through demographic targeting, psychographics, or by using artificial intelligence (AI) to refine campaigns. Yet the next wave of technological change raises a disquieting thought: soon, the human consumer may no longer be the direct audience.

Interest in “AI agents” – digital proxies acting on behalf of human users – has grown considerably over the past 12 months. Technology firms now regard these tools as a major opportunity to redefine product offerings and alter the way consumers receive information. In the near future, the capacity of AI agents to modify decision-making, operational efficiency, and everyday convenience is expected to accelerate.

In this context, marketers may find that they must earn the favour of these automated systems rather than address people directly.

Inter-agent communication: Machines exchanging information

One key development on the horizon is the ability for AI agents to exchange information with each other using new protocols and common data standards. Instead of consumers manually browsing, comparing, and purchasing, AI systems are increasingly negotiating, filtering, and selecting options autonomously.

For instance, consider an agent that manages a consumer’s schedule: it might soon consult with another that reviews product suggestions based on recent purchases and personal preferences. Such a conversation could ensure that the offers a consumer ultimately receives have been cross-checked for relevance and quality. More broadly, this shift aligns with emerging machine-to-machine (M2M) interactions in e-commerce and customer experience (CX), where AI agents handle negotiations, service queries, and order fulfilment without human involvement.

For marketers, this means product data must be presented in a clear and structured manner so that AI systems can process and rank the information reliably. A failure to adapt could see a brand’s offerings simply overlooked in automated decision-making.

Direct-to-agent advertising: A different marketing funnel

Traditional marketing funnels have always assumed the target is a human being. Looking ahead, brands may need to present their messages directly to the decision-making engines—the AI agents acting on behalf of consumers. In practical terms, this requires aligning internal data systems with the technical formats used by these agents. Product details, pricing, and authentic consumer feedback must be communicated without ambiguity so that the automated gatekeepers can pass on the most appropriate offers.

As AI-driven customer interactions grow, companies are already restructuring how content is created and formatted to ensure AI systems can process and prioritise it effectively. Organisations that prepare for this adjustment by ensuring technical compatibility will be better placed when the time comes.

A day in the life of a consumer’s AI agent assistants

Imagine a consumer’s morning in which a set of digital assistants takes over routine tasks. One assistant checks the day’s schedule and flags any potential conflicts – say, a meeting overlapping with a planned journey – allowing the user to adjust plans with minimal fuss. Meanwhile, another assistant reviews recent purchase records and recommends special offers that truly match the consumer’s tastes. This support system not only saves valuable time but also provides a more refined and personal experience, freeing consumers from tedious preliminary tasks.

For marketers, such a real-world scenario offers insight into how consumers will increasingly rely on their AI aides to simplify daily life. However, it also raises an important challenge: as AI agents gain consumer trust and move from “copilot” to “autopilot” mode, the window for human-driven marketing influence narrows. The competition for visibility within AI-driven recommendations will be intense, and only the most strategically positioned brands will maintain relevance.

Marketing for machines: A fresh perspective

Success in a future where both human and machine decisions are key will require a revised approach. Consider these essential principles:

• Prioritise algorithmic appeal: Just as campaigns are refined for search engines, brands must present clear, honest data about their products – including competitive pricing, quality indicators, and authentic customer feedback – so that AI agents can assess their merit.
   
• Adopt ethical standards: As AI agents gain greater autonomy, they will act as strict filters. Brands that do not demonstrate responsible data practices or robust ethical credentials risk being bypassed altogether. Clear communication regarding values such as sustainable sourcing and data privacy is now not just advisable but essential.
   
• Invest in compatibility: It is crucial to work with technical platforms that use standard data formats and shared inter-agent protocols. This ensures that product information is easily interpreted by both human users and the automated systems that make the final decisions.
   
• Design agent-friendly campaigns: Rather than casting a wide net, campaigns should be precisely targeted so that the digital proxies receive the information in a format they can accurately process.

Actual transformation

For over a century, consumer behaviour has remained remarkably steady, even as trends, hype, and new platforms have come and gone. However, the growing role of AI agents in filtering and deciding what reaches consumers may challenge that enduring consistency for the first time in over 100 years.

With decisions increasingly made by automated systems, the fundamental dynamics of marketing and advertising are set to be altered. Industry professionals must take note: it is not enough to rely on traditional methods. Instead, the way product data is presented and campaigns are structured must now satisfy not only human sensibilities but also the exacting criteria of intelligent systems.

The prospect of a marketing world where the human is less in the loop offers both food for thought and a call to action. By preparing today for these upcoming changes, marketers can help define the future of an industry that is about to experience a profound, lasting transformation.