AI Agents Are Your New Customer. But Can You Target and Grow Their Trust in Your Brand? (opens in new tab)

AI agents don’t browse your site or respond to marketing narratives. They retrieve, validate, and surface structured information to answer engines and consumer agents. That creates a fundamental shift towards business-to-agent (B2A) marketing strategies: how do marketing leaders target agents and grow their trust to retain their loyalty? To gain competitive advantage with machines – a.k.a. machine advantage – leaders must: 1. Look beyond getting content ready for agent visibility: Shape the a...