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Picture this: consumers no longer see ads, compare software options, or visit websites to research products. Instead, AI agents handle it all — silently evaluating options, filtering choices, and making purchases on their behalf.
This isn‘t science fiction. According to Perplexity founder Aravind Srinivas, this shift is already underway, gradually transforming marketing as we know it. His vision reveals a fundamental disruption that businesses can’t afford to ignore.
Think about it: If search disappears, how do companies stay visible? If AI agents filter choices based on data, does brand messaging still matter? And if humans aren’t making the decisions, who are we even marketing to?
In a recent episode of Marketing Against the Grain, I break down what AI agents are, how they’re disrupting marketing and advertising, and what brands should do to stay ahead. I’ll also share three key predictions about the future of AI agents — and what businesses need to do now to prepare. Let’s dive in.
What are AI agents, and why do they matter?
AI agents represent the next generation of advanced digital assistants — sophisticated systems that not only respond to queries but actively make decisions and execute tasks on behalf of users. Rather than spending hours manually searching, comparing options, or evaluating choices, consumers simply delegate these tasks to AI. As a result, humans are no longer the ones clicking ads, consuming content, or browsing brand websites.
Srinivas offers a compelling example to illustrate this shift: vacation planning. Instead of travelers browsing reviews or comparing prices, they might tell their AI agent, “Find me a two-night stay in a city with reliable public transport and a four-star hotel under $250.”
Behind the scenes, the AI agent scans available options, evaluates prices, and books the optimal match — all without the traveler seeing a single advertisement or visiting any travel websites.
Suddenly, marketing isn’t about persuading people. Instead, it’s about ensuring your brand is recognized, recommended, and selected by AI systems that increasingly act as gatekeepers to consumer attention.
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Free AI Agents Playbook
This practical guide reveals where to start, which applications deliver real value, and how to implement agents that transform workflows without replacing jobs.
- Marketing Workflow Automation
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3 Key Predications About How AI Agents Will Reshape Marketing and Advertising
As AI agents take over search, purchasing, and product discovery, marketers need to rethink how they reach customers. Here are three big ways I think AI agents are poised to transform the industry.
1. Traditional paid ads will lose their impact.
Today, paid advertising revolves around capturing human attention — whether through search, display, or social media ads. But as AI agents take over decision-making, brands will no longer be competing for clicks or impressions. Instead, they’ll need to appeal directly to AI systems, which will rank and filter results based on structured data rather than consumer behavior signals.
Srinivas aptly refers to this shift as the “spec list future,” where brands compete for an agent’s attention rather than a human’s. Instead of designing ads to influence consumer perception, businesses will need to optimize their structured data, APIs, and algorithmic real-time bidding models to ensure AI agents select them over competitors.
2. Emotional branding will take a backseat to data.
Marketing has always relied on emotional storytelling, using compelling messaging and branding to drive conversions and customer loyalty. But as AI agents take over decision-making, purchasing is expected to become less about perception and more about verifiable product data.
This doesn't mean brand trust and reputation become irrelevant. Consumers will continue to value these qualities. But, it does introduce a critical new dynamic: AI agents will pre-filter options before a human ever sees them, creating an initial screening layer where emotional appeals hold little sway.
This forces businesses to strike a delicate balance between maintaining their qualitative brand identity for human audiences and simultaneously optimizing quantitative data signals that AI systems prioritize. That includes price competitiveness, feature compatibility, reliability metrics, and integration capabilities.
3. Websites will lose relevancy.
Brands have long depended on SEO and websites to capture traffic and drive conversions. However, as AI agents take over search and discovery, websites may no longer be the primary way people interact with brands.
During my analysis of this trend, I found myself asking a question that would have been unthinkable just a few years ago: “Do we even really need to use a website anymore?” But, that’s the direction we’re heading.
AI agents don't need to navigate websites like humans do. Instead, they can directly access structured data through APIs, synthesize research from multiple sources simultaneously, and deliver comprehensive answers without a user ever seeing a traditional web page.
This means businesses must rethink their digital presence. Instead of obsessing over website rankings and organic traffic, forward-thinking brands will need to ensure their data is AI-readable, accessible through multiple channels, and verifiable — because that’s what agents will prioritize when making decisions.
How to Prepare for an AI Agent Future
Despite how disruptive AI agents may seem, they also present new opportunities. The brands that adapt first will be positioned to win. Here are six high-impact strategies to prepare.
1. Prioritize data quality.
AI agents thrive on accurate, well-structured information. Make sure your product specs, pricing, and availability are easy to parse — whether that means using detailed metadata on your website or ensuring your API documentation is robust. If your data is messy, agents might skip you in favor of a clearer alternative.
Not sure where to start? Check out Hubspot’s Guide to Data Management, which covers everything from data architecture and modeling to ETL pipelines and migration.
2. Simplify onboarding and usability.
Agents might eventually handle not just product selection but also basic setup. If your onboarding process is too complex or manual, the agent could deem you “incompatible” compared to a competitor’s frictionless onboarding flow. Streamline your UX and technical requirements to stay in the running.
3. Align with the agent’s “preferences.”
AI agents don’t have emotions. They evaluate products based on pre-set criteria, such as cost, reliability, or integrations. Make it easy for agents to match your offering with user preferences by clearly labeling key features in structured formats like product feeds and APIs.
4. Earn customer trust through social proof.
Reviews, testimonials, and objective social proof matter more than ever. Agents evaluate this data for signals that your offering stands up to its claims. Encourage and showcase consistent positive reviews across multiple platforms. It’s a direct line to improved agent-level visibility.
5. Adopt an AI-ready marketing funnel.
Your funnel may need a “direct line” to AI agents. Structured schemas, open APIs, or a well-documented knowledge base can help them gather relevant info quickly. If an agent can’t easily access your product details or specs, it may rank you lower — or ignore you altogether.
6. Blend brand and feature-driven messaging.
Brand identity still counts, especially when a human user steps in at the end to confirm decisions. But, marketing should balance brand storytelling with hard data. Make it clear why your offer is the best match for the agent’s criteria. That hard data often tips the scales in an agent-first selection process.
Your Next Move in an AI-Agent World
These changes won’t happen overnight, but we’re clearly moving toward an agent-centered marketing world. My advice? Start optimizing your data, processes, and messaging now. Even if you’re not yet seeing AI agents in your traffic logs, it pays to stay ahead of the curve.
To learn more about how AI agents are rewriting the rules of marketing, check out the full episode of Marketing Against the Grain below:
This blog series is in partnership with Marketing Against the Grain, the video podcast. It digs deeper into ideas shared by marketing leaders Kipp Bodnar (HubSpot’s CMO) and Kieran Flanagan (SVP, Marketing at HubSpot) as they unpack growth strategies and learn from standout founders and peers.
Jaida filled in a few gaps so we could make two podcast remix posts from one episode. I think it's really great and cleared it. Sharing for additional context.
Free AI Agents Playbook
This practical guide reveals where to start, which applications deliver real value, and how to implement agents that transform workflows without replacing jobs.
- Marketing Workflow Automation
- Sales Acceleration System
- Operational Excellence
- Implementation Blueprint
Download Free
All fields are required.
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