AI agents are gaining autonomy—capable of making decisions and purchases on behalf of consumers. The emergence of browser-based AI agents, such as Mariner and Operator, is already putting agentic assistants at consumers’ fingertips. This shift will transform how brands engage, as they now need to appeal to both human and AI “shoppers.”
Brands may lose out on awareness and search traffic if AI agents bypass traditional media, while increased reliance on AI could create security and operational risks. To stay competitive, brands must focus on unique, experiential offerings that build loyalty and engagement in an AI-driven market.
What’s happening:
As consumers empower agents to purchase on their behalf, brands must stand out in direct consumer engagement and AI-driven interactions to avoid competing only on price.
What to do: Prepare for “zero-touch” engagement
- Prioritize experiential and emotional value
- Enable cross-brand and multi-service AI integration
