Picture this: Brands no longer compete for your clicks and attention. Instead, they’re vying for the love of your AI agent, your digital ‘Donna’ (yes, like Harvey Spector’s former Assistant) who handles everything from keeping you informed on exclusive updates to booking your next vacation.
The Advertising Economy is about to experience a full 180° transformation, and this isn’t a teaser, it’s being built as you read this. Perplexity’s CEO Aravind Srinivas is already talking about this possible shift.
Let’s unpack what this means for marketers, how it’s already playing out, and most importantly, what you need to do to stay ahead of the curve.
AI Agents Are About to Call The Shots.
Credits: DALL-E
They’re not just filtering through options, they’re curating the best ones based on your preferences. Planning a trip? Your AI agent will handle the heavy lifting; comparing flights, hotels, and packages while you relax. Behind the scenes, brands will be battling it out, not for your attention, but for your agent’s approval.
Now you may wonder, Sharon, aren’t you getting ahead of yourself? Here’s the thing: It’s 2025, and we’re officially living in the rise of Agentic AI.
At the recent CES 2025, NVIDIA’s CEO Jensen Huang unveiled the tools that will power this agent-driven future:
- Agentic AI Blueprints: Ready-to-use templates for creating AI agents to automate tasks like fraud detection, customer support, and supply chain optimization.
- Llama Nemotron Models: Built with Meta’s open-source Llama platform, these models are fine-tuned for enterprise-grade applications like marketing and operational efficiency.
- Cosmos Vision Language Models (VLMs): These allow AI agents to analyze and respond to visual inputs, from retail shelf audits to autonomous vehicle navigation.
NVIDIA’s new open Llama Nemotron model family will foster the development of multiple specialized AI agents to transform business processes.
Philipp Herzig, Chief AI Office, SAP
Why should Marketers Care?
Our campaign briefs and Marketing Plans are going to change. Here’s the deal: If your content isn’t built for AI agents, it’s as good as invisible. This isn’t just a change in tactics; it’s a whole new playbook.
The next five years will determine whether AI agents live up to their promise.Aravind Srinivas
Here’s what’s already happening:
- Johnson & Johnson: Uses AI agents to optimize drug discovery by automating complex chemical synthesis processes.
- Moody’s: Employs a “multi-agent system” that tackles complex topics using detailed instructions and access to rich datasets and research.
- Cosentino: Has a digital workforce of AI agents that handles repetitive customer service tasks, allowing employees to focus on other areas.
- NVIDIA’s Blueprints: These go even further, enabling AI agents to create podcasts from PDFs, generate blogs and more, across industries.
How would this play out in the Advertising Economy?
Here’s how: (per Aravind Srinivas per Gold Insight) –
- User Subscriptions: AI agents could operate on a subscription model, where users pay a fee to have them handle tasks and make decisions.
- Bidding for Agent Attention: Brands will pitch directly to AI agents through backend systems, offering incentives to win their recommendations.
- Empowering Users: Users will have the power to ensure their agents act in their best interest, filtering out malicious or irrelevant brands.
- AI Agent Payouts: AI Agents would earn a percentage of the transaction they facilitate, thereby, introducing a whole new layer to Brand advertising.
- Goodbye, Ad Fatigue: Intrusive ads will fade away as AI agents quietly manage everything in the background, only with your consent of course. Giving users more time to focus on what truly matters.
This isn’t just a tech upgrade, it’s an entirely new playbook for Brands and Marketers.
How Can You Stay Ahead As A Brand Marketer?
- Make Content AI-Agent Friendly:AI Agents thrive on structured data. Use schema markup, metadata, and clear formatting to ensure your content is accessible.
Example: A retailer should provide product specs, reviews, and FAQs in formats AI can parse. - Master Backend Bidding:Expect platforms across programmatic, social, and search to let brands bid directly for agent attention.
Marketers need to learn to craft value-rich offers that resonate with AI-driven systems. - Prioritize User Interests:
Trust is everything. AI agents filter out irrelevant or unethical brands. Make your brand transparent, offer clear value, and align with user-first principles. - Upskill for the Future:
Equip yourself with a better understanding to navigate this transformation;
- AI for Everyone by Andrew Ng (Coursera – Free to Audit)
- Generative AI with Vertex AI and Flutter (Google – Free)
- Understanding Prompt Engineering (DataCamp – Subscription)
- IBM – Gen AI: Prompt Engineering Basics (Coursera – Free to Audit)
Are You Ready to Compete for an AI Agent’s Attention?
For Marketers, it’s not enough to adapt, you need to lead. Another of my two cents? Don’t niche down this 2025. Diversify your strategies and stay agile.
Let me know how you’re prepping for this AI-driven future, and if you’re not, let’s talk. This is your moment to get ahead.
