Advertising has always been about connecting brands with people, but what if, in the not-too-distant future, it is no longer people who see the ads? AI agents are fundamentally transforming how we interact with the world, and advertising is no exception. Imagine a world where ads are designed for AI agents instead of humans - a world where agents handle everything from research to purchase decisions. It may sound far-fetched, but this future is closer than you think.
In this post, we will explore how AI agents are changing the landscape of advertising, B2B procurement, and even how we use technology.
A New Kind of Assistant
Imagine this: You are tasked with organising a product launch campaign for your company. Instead of juggling multiple tools to analyse market data, identify trends, and coordinate with your team, you simply tell your AI assistant, "Plan a launch campaign for our new product targeting mid-sized businesses in Europe." Within moments, the assistant generates an entire strategy: it identifies target customer segments, suggests optimal marketing channels, drafts personalised email campaigns, and recommends a timeline with budget allocations.
What you do not see is the behind-the-scenes automation of competitor analysis, real-time performance predictions, and the prioritisation of high-impact opportunities based on market trends and customer data.
In 2025, AI will not just help you plan campaigns - it will be your strategist, data analyst, and marketing coordinator rolled into one.
The Rise of AI Agents
From User-Centric to Agent-Centric Advertising
Traditionally, advertising has been about capturing human attention. Platforms like Google have built empires by creating systems that display ads to users based on their searches. But as AI agents take over tasks like research and decision-making, the target audience shifts from humans to the AI itself.
Think of it this way: in the new world, you are not selling to a person—you are selling to their digital brain.
For example, imagine a LinkedIn Content Creator AI agent. This tool extracts key insights or "spicy takes" from professional calls, transforming them into LinkedIn posts tailored to a professional audience. These posts are reviewed in Slack and scheduled automatically. Sales managers can now maintain a vibrant online presence while saving hours of manual effort. The result? Engagement skyrockets, generating leads seamlessly.
The Power of Pre-Programmed Specifications
At the heart of this shift is the concept of functional specifications. Users will program their AI agents with specific parameters: price, location, features, and more. These specifications will dictate how the agent evaluates ads. For marketers, this means branding and emotional appeal will take a backseat to meeting strict functional requirements.
Forget emotional storytelling—if your product does not meet the spec list, you are out of the game.
This is already the case in enterprise software sales, where decisions are often based on functionality rather than brand perception. In the AI-driven future, this logic will extend to all industries, forcing marketers to rethink their strategies.
For example, a company supplying packaging materials to food manufacturers could leverage an AI agent to optimise its marketing. The AI agent identifies key procurement criteria, such as "biodegradable material," "reduced shipping weight," and "certified compliance with EU food safety standards." It generates marketing materials tailored to these needs, testing different messages such as "Reduce packaging waste by 30% with our eco-friendly materials" or "Certified safe and lightweight packaging for extended shelf life."
After testing these variations across email campaigns and LinkedIn ads, the data reveals that buyers respond most strongly to "cost savings from reduced shipping weight." The supplier adjusts its outreach strategy to emphasise this benefit in future campaigns, ensuring alignment with buyer priorities and improving the likelihood of selection.
AI as a Researcher and Decision-Maker
AI agents will also disrupt how consumers research and purchase products. Tools like Google's deep research models are already showing what is possible. Instead of users visiting multiple websites to compare products, the agent gathers all the necessary information and delivers a single recommendation.
The traditional marketing funnel is collapsing—AI agents are turning it into a straight line from need to solution.
For businesses, this means the traditional marketing funnel—awareness, consideration, and decision—will become compressed. The agent will handle most of the process, leaving little room for traditional advertising tactics.
Imagine extending this efficiency to social media campaigns. A UGC Content Creator agent can craft testimonials, memes, and relatable posts aligned with a brand’s voice. "Snackify," a snack subscription box, used this agent to generate a viral meme about work-from-home snacking, leading to 40% higher engagement. The agent adapted its strategy to produce more content in the same successful style, proving how AI can amplify campaign effectiveness.
Beyond Advertising – AI as a User
The influence of AI agents does not stop at research and purchasing. They are becoming active participants in how products are used. For instance, multimodal agents can guide users through software, handle repetitive tasks, and even customise workflows based on individual preferences.
Your product’s new top user is not a person—it is a machine. Design accordingly.
In the future, these agents will evolve to perform tasks autonomously. They will learn how users interact with software, adapt to their needs, and eventually take over entirely. This raises a critical question for businesses: How do you design products and services that cater to AI as the primary user?
Conclusion
In 2025, marketing is no longer just about engaging people - it is also about engaging the AI that works on their behalf. For marketers and businesses, this shift presents both challenges and opportunities. Strategies will need to evolve to meet the demands of AI agents, from creating function-focused ads to designing products optimised for machine interaction.
It is 2025 and it is time to meet your toughest new audience: the AI agent.
Adapt or become invisible - those are the stakes in this AI-driven revolution.
Whether you are creating LinkedIn posts, optimising ad campaigns, or generating UGC, AI agents are reshaping which messages reach your audience and how your product or services is being used. Marketers who embrace this agent-centric future will will lead over those who do not.
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