AI Agents & Marketing: It’s Weird.
The marketing team was exhausted and curious at the same time. They were just about to launch the first ever campaign that was aimed at both humans and their AI agents. They had to. The data showed their customers were using AI agents to research their products, sharing their opinions with their human owners and about 14% of the time, make the purchase on behalf of their human owner.
The team had really had to design two marketing campaigns for one product, targeting two customers for one customer profile. And they’d had to do this for 10 customer persona profiles they used for campaign design and development.
It also meant they had to develop content for both humans and AI agents. The message a human might respond to was very different than what an AI agent might respond to. But they also had to figure out a way to make sure that if the AI agent was involved in the purchase decision funnel, that it would recommend the product to the human who would make the ultimate decision.
This meant the campaign creative needed to create awareness and purchase intent/curiosity/desire in both the human and the AI agent. At the same time. Sort of. Since AI agents moved so fast and more efficiently, they had to hire an AI creative director for AI agents and another for humans.
