I came across this HBR article where the author suggests that two revolutions are afoot in marketing:
- AI agents, not websites, being the primary source of information for users
- Bots with the power to make purchase decisions
I wanted to share my thoughts on both of these briefly.
AI As Gatekeepers
Until now, many businesses would pay Google to appear in search results so that when users are searching for something in Google, the business who paid the most money for certain keywords, would show up at the top. I believe those days are behind us.
Today, consumers are increasingly relying on AI agents for information, engaging with ChatGPT, Gemini, Perplexity and the like to find information and answers to their questions. Are people still using Google? Yes, but have you noticed the AI summary at the top of Google results? Even Google has acknowledged that their traditional approach is not as relevant as it used to be.
Bots Become Customers
Traditionally, customers were the people who looked up information (usually Google searches) and made the purchase decision after ending up on a business website or online store. We have been building websites and online stores with human customers in mind. This too may be becoming a thing of the past.
Personal AI agents may soon become the proxy for customers, acting on their instructions to achieve specific goals. The busy professional instructing their AI agent to purchase a work laptop within a certain budget is a great example highlighted in the linked article. The AI agent does all the research by weighing all the available options (which we know is already possible) and makes a decision without any human intervention (which isn’t far away)!
Marketing To AI & Humans
Times are changing and so should our approach to marketing. I am not suggesting that we tear everything down and start from scratch, but what I am saying is that some renovation to existing strategies may be in order. Here are three questions to consider:
- Is your website content created to add genuine value for customers and/or prospects alike?
- Is your website structure sensible to humans and nonhumans alike?
- Is your approach to marketing still stuck in the era of paid ads and search engine optimisation?
Reality is that nothing is set in stone, but it doesn’t hurt to be on the front foot of inevitable change.
If you need to create a marketing strategy that will help you navigate these challenging times, Mustard Seed IT can help. I love helping businesses that are willing to work hard and change with the times without losing their identity.
Book a discovery call or reach out to me on LinkedIn so we can figure out the way forward.